Massive adoption of electrified vehicles ‘ATIV-ated’
It’s about time that a truly affordable electrified vehicle is offered by the undisputed leader of the pack. That gap between the Vios and Altis is just too wide to ignore, and now Toyota Motor Philippines (TMP) has plugged that gap not just with an ICE contender, but with its most affordable HEV yet.
The ATIV showed me and other members of the local motoring media the stuff it’s made of earlier this October during a brief ride-and-drive Manila-Tagaytay loop. With its HEV variant, I achieved a 29-km/liter combined city and highway run.
Last Friday, the ATIV just had its public launch and test-drive event at the BGC Amphitheater in Taguig City. Officially, the ATIV joins the fray in the subcompact sedan segment along with the Honda City, Suzuki Dzire, Nissan Almera, Mitsubishi Mirage G4, and Geely Emgrand, making it the only vehicle in its segment with a full hybrid system (the Dzire being just a mild hybrid). Its 4 variants are offered at price ranges between P916,000 and P1.208 million, thus making it the most affordable HEV in the Toyota stable, as well.
The ATIV is a longer, wider version of the wildly successful Vios. Its wheelbase is 70 mm longer than the Vios; overall, the ATIV is longer by 5 mm, wider by 10 mm, and taller by 5 mm.
Apart from being a full hybrid, the top-spec ATIV also has the Toyota Safety Sense, 10.1-inch touchscreen display, a fully digital multi-information display (MID), and wireless charging.
TMP vice president and head of marketing services Elvin Garcia Luciano said that the ATIV is a “good entry point for those who are looking into getting their first HEV.”
“As we say it, it has the best of Toyota in a compact and affordable package. So bringing the ATIV into the Philippine market is one key strategy that is part of Toyota’s bigger strategy to make the adoption of electrified vehicles more accessible for Filipinos. The ATIV is our lowest priced HEV yet and this will definitely make hybrid ownership appealing to many people,” Luciano stressed.
He added that Toyota has been a pioneer in electrified vehicles, and has conducted education and awareness campaigns for more than a decade for the mobility company’s carbon neutrality goal.
“We are seeing more and more brands offering electrified technologies, and I think because of that, there’s increased public awareness in general as there are many brands already communicating HEVs. For us at Toyota, the more electrified vehicles that the customers can choose from, the better for the environment.”
As for ATIV sales projections, Luciano disclosed that for the entire range, TMP is “looking at about a thousand units every month, and we would like to achieve having at least half of that volume to be in the electrified variant.”
TMP product and digital marketing specialist Craig Jared Tan explained, “As a member of Gen Z, I know that the market has gravitated towards electrified mobility. The ATIV is a good choice for Gen Z-ers as it is powered by a 1.5-liter hybrid electric engine that combines an electric motor and an internal combustion engine, which makes it more efficient and offers ease of use because charging is not needed here. The ATIV HEV starts at P1.198 million, which is the most affordable and the most accessible HEV to date in Toyota’s lineup. For tech-savvy Gen Z enthusiasts who value technology in their cars, the ATIV offers a 10.1-inch display audio that comes with wireless Android Auto and Apple CarPlay. Additionally, it comes with Toyota Safety Sense and a panoramic view monitor.”
Seasoned veteran industry players have also seen the potential of TMP’s latest HEV offering. Cosco Oben, president and CEO of Oben Group Toyota, said: “The ATIV looks and feels premium and eco-friendly at an affordable price. It already has features usually available only on higher-end Toyota vehicles like the Toyota Safety Sense and wireless smartphone connectivity. It can be a daily drive for the free and active lifestyle of young buyers. It’s versatile enough for daily commutes and for occasional road trips. Its owners are free to go anywhere with that Toyota reliability and yet offer impeccable fuel consumption.”
Oben observed that most of the new automotive players are highlighting their strengths in technology. “For me, mobility is a lived experience that technology can assist with, but not be the basis. The driving experience, the absolute joy of being behind the wheel, the seamless play of electric and internal combustion, is what the ATIV can deliver at an affordable price. We are very excited with the arrival of the ATIV in our market. Its affordability backed by the time-tested QDR (quality, durability, and reliability) will make it a very valuable option for our market. There is actual stitching in the dashboard, and the wireless charger that was usually offered to higher-end models will be in the ATIV HEV. As safety of our customers is our priority, the Safety Sense included in this 4th generation hybrid will be a game changer.”
Richmond Glenn L. So, general manager of Toyota La Union and Toyota Ilocos Sur, said: “We are very excited with ATIV because it is the most affordable hybrid we have to date. You know, I will be honest. The challenge we sometimes face is that the younger market is looking for so-called ‘cooler’ features, for example, bigger head units. We have improved in this aspect. I believe that if Toyota wants to, it would be easy for us to offer big screens and the like. But our goal has always been to give our customers the best car and best service.
“Giving the best car means we aim to give our customers quality cars. Toyota has the best hybrid technology for the longest time. And for the Philippine market, hybrids are still the best EV option. Not only that, but ATIV has the Toyota Safety Sense. Giving the best service means we make dealerships close to our customers, we make our parts readily available, and we maintain the vehicles of our customers according to the global standard of Toyota. We carry significant inventory costs just to make sure we can bring our customers’ cars back on the road in the shortest amount of time.”
So revealed the reason for his excitement for ATIV’s entry. “We significantly had less Vios to sell this year due to the production of the Tamaraw, which is now the best-selling model in its segment. With the introduction of ATIV, we can again capture the market for its segment. In Toyota we value each model we sell, and now ATIV is part of the model line-up. But more than each model, we value our brand the most. We take pride that the vehicles we sell carry the brand of Toyota, which we all know is the best-selling car brand in the world and I would also dare say the best in quality among the brands in its segment. The high resale value of Toyota speaks for the truth of its quality and reliability.”
