Toyota PH has not only become one of the most formidable local companies but also among the best performing in the Toyota universe.
Toyota Motor Philippines chair Alfred V. Ty was still a college student at the University of Southern California taking up Business Administration when he met Dr. Shoichiro Toyoda for the first time in 1988.
His late father and Ty group founder George had invited Toyota executives to their home for an intimate garden party to cheer their partnership that was born amid the euphoria following the peaceful People Power Revolution in 1986.
That fateful meeting then with the global president of the Japanese automotive giant and son of company founder Kiichiro Toyoda marked the beginning of a beautiful friendship between the younger Ty and the revered brand.
Both Ty and Toyota had grown by so much since then.
The 55-year-old Ty recalls that TMP officially opened in August 1988 with a startup team of just 20 people, who then held office in the head office of Metropolitan Bank and Trust Co., along what was then called Buendia Avenue.
Some 35 years later, TMP has become the undisputed leader in the burgeoning local automotive market with almost one of every two vehicles in the Philippines proudly bearing the Toyota logo featuring three overlapping ovals that symbolize the unification of the hearts of customers and the heart of Toyota.
“Today, TMP is close to 4,000 strong and the whole ecosystem of Team Toyota Philippines – in TMP, our suppliers, dealer, and business partners – numbers over 71,000 team members,” said Ty.
“In our first year of sales in 1989, we recorded sales of around 9,000 units in a market of 47,000 cars. Since then, we have sold a cumulative total of 2.24 million Toyotas and produced 1.03 million Toyota vehicles in our factories, first in Bicutan and today in Santa Rosa. We have also serviced over 16 million Toyotas in our dealer service workshops across the country,” he added.
Ty also proudly shared that back in 1989, the group now under publicly listed GT Capital Holdings Inc. only had four Toyota dealers in Metro Manila. Today, that number has grown to a strong network of 72 Toyota dealers and one Lexus dealer.
“In terms of contributing to the economy, TMP and the whole Toyota group in the Philippines have cumulatively invested P73.7 billion since 2000, paid duties and taxes of P448 billion and exported $18.76 billion worth of auto parts and components since 1997,” Ty said.
Indeed, TMP has not only become one of the most formidable companies in the Philippines but also among the best performing in the Toyota universe.
But even with all that TMP has already accomplished, Ty underscored that the company is not resting on its laurels. On the contrary, it will continue to drive forward and continue with innovations to strengthen its stranglehold on the local market.
As Ty has repeatedly said, TMP will continue in its transformation from an automotive manufacturing company to a full service mobility company, to enhance its ability to meet the evolving needs of Filipino motorists, from vehicle ownership to usage.
As part of this transformation, TMP launched last year its Toyota Mobility Solutions Philippines (TMSPH) that includes Kinto Auto Leasing packages that help buyers – especially first time buyers – enhance their ownership experience by easing the burdens of maintenance, insurance and vehicle registration. It also gives them a hassle-free option of upgrading to a new car at the end of the lease term.
Beyond leasing options, TMSPH has likewise introduced a car sharing service that allows users to pick-up and drop off their shared vehicle at designated points through a mobile phone.
“We also launched renta-car services that are easily accessible at Toyota dealers, shuttle-on-demand transport services and connected fleet management services. All these focus on enhancing vehicle usage for a growing number of Filipinos, corporate fleets and small and medium businesses,” he said.
TMP has also dedicated itself to helping the Philippines transition to electrified mobility by ensuring that it provides the market with multiple solutions to meet the needs and circumstances of Filipinos from all walks of life.
“We believe that the journey to sustainable mobility should not only focus on multiple car owners who can choose from different vehicles in their garage to match their travel needs. We should also be able to cater to the needs of single car owners who depend only on their one car to get them to school or work, as well as meeting their livelihood needs,” Ty said.
“As an auto manufacturer, it is our responsibility to make sure that when we sell a car – of any drivetrain – we can assure our customers that they can use their vehicle, fuel-up or recharge with peace of mind, as and when needed,” he added.
As a starting point in the journey to sustainability and a carbon-neutral tomorrow, TMP has brought to the local market a growing range of hybrid electric vehicles, believing that these are the most practical option as they provide an engaging driving experience while reducing carbon emissions and increasing fuel efficiency.
Currently, TMP offers the widest range of electrified vehicles with six Toyota HEV models – the Camry, RAV4, Corolla Altis, Corolla Cross, Zenix and Yaris Cross – and six Lexus HEV models – the LS, ES, IS, RX, NX and UX – in its lineup.
“We are looking forward to further growing our line-up of electrified vehicles by introducing more affordable alternatives particularly in the mainstream market segments. Last May, we also introduced our very first full battery electric vehicle (EV) under the Lexus brand, the RZ450e. In fact, Lexus has a commitment to go fully electric in North America by 2030 and by 2035, globally. This is really very exciting,” Ty shared.
Clearly, Ty has lost none of the excitement that he first felt when he met the longtime chair of the Toyota group, who passed away in February this year at 97, and believes that at 35, Toyota in the Philippines is just hitting its stride and raring to go up another gear.
This TMP cannot accomplish without the support and loyalty of the Filipino market that it nurtured mainly through its firm commitment to its mission to provide “Number One Quality in all Aspects and Number One Customer Satisfaction,” a pledge it made when it started operations in 1988.
“These two goals defined every dimension of our operations then and continues to infuse our operations now. Through good times and bad, we remained true to achieving our promises. I am convinced that this is at the heart of our relationship with the Filipino people,” Ty said.
As Ty emphasized, Toyota’s commitment to quality, durability and reliability “is unwavering.”
One testament to this is the level 4 Philippine Quality Award for Performance Excellence given to TMP by the government, which had only awarded it for the second time since its inception in 2001.
“TMP was the first company to receive the award on the first attempt and is also the first and only one to be given the recognition in the auto industry. Beyond producing the best quality cars, we are also committed to providing the best purchasing and ownership experience in the industry,” Ty said.
“Each of our 16,400 dealer team members are focused on ensuring that we win the smiles of every customer. Our 73 dealers offer a full sales, parts and service experience that assures ease in buying a Toyota, maintaining it, reselling it, and buying a new one. We aim to keep customers for life,” he added.
