Toyota Motor Philippines (TMP) is the largest and most successful automotive brand in the country, controlling a 38.54% market share as of the end of 2017. Toyota holds more than 70 dealerships nationwide. In addition to its corporate office in Makati City, TMP also has an extensive vehicle assembly plant located in Santa Rosa City, Laguna. Toyota Philippines has many successful vehicle nameplates in the market, including several segment best-sellers like the Toyota Vios, Toyota Innova, and Toyota Fortuner. It has also introduced formidable nameplates to dominate new segments, such as the Toyota Rush in the bold-looking entry-level SUV category and the Toyota Prius in the hybrid class.
Rising from the ashes of Delta Motors, Toyota Motor Philippines was established in August 1988. It continued where Delta Motors left off and progressed further to the Toyota as we know today. In the brink of the brand’s rebirth, the People’s Car Program was launched, which gave tax breaks to small and affordable vehicles. Local production of popular Toyota cars like the Crown, Corolla, and Liteace commenced, which then blossomed in producing the Corona and Tamaraw FX locally in 1991 – all manufactured in Bicutan, Paranaque City. With continuous uprise in demand for Toyota cars, a second plant was built in 1997. In 2005, these two plants were consolidated in Sta. Rosa.
Known for its reliability, safety features, availability of parts, and exemplary service offerings, Toyota cars have been a staple choice for Filipino car buyers. Toyota Motor Philippines also has its own financing services that cater to the financial needs of any Filipino who wants to own a Toyota. In addition, the relatively high resale value of used or pre-owned Toyota cars has been a factor that makes its cars attractive to many car buyers.
Globally, Toyota Motor Corporation began its journey up the success ladder in 1937. Founded by Kiichiro Toyoda, the brand was surprisingly inspired by his father’s Loom Machine making company. Kiichi decided to manufacture motor vehicles in 1935. With its first line of automobiles, the A1 and the G1, the company’s motor vehicle segment quickly drew attention, and finally was made an independent company two years later. This led to a series of success that has elevated the brand to where it is today.
Toyota Motor Philippines is a three-way joint project between GT Capital Holdings Inc., Mitsui & Co. Ltd., and Toyota Motor Corporation Japan.
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