TAMARAW UNLEASHED: Phl market embraces return of Toyota’s utility vehicle

This January, the roads of the Philippines welcome back an old friend, reimagined for a new era. Toyota Motor Philippines (TMP) begins delivering the Next Generation Tamaraw to its first customers, marking the start of a journey called “Abante, Posible.” This was a promise — to businesses, to families, to Filipino dreamers — that progress is within reach.

When it was relaunched last December, the Tamaraw had been transformed into a modern-day utility vehicle, ready to meet the evolving needs of Filipinos. From hauling supplies for a sari-sari store or loading up equipment for a construction site, this vehicle was built to help people get things done.

Three variants were launched — Dropside, Utility Van and Aluminum Cargo — each tailored to different needs. Built on Toyota’s global Innovative International Multi-purpose Vehicle (IMV) platform, the Tamaraw runs on a diesel engine, with prices starting at P937,000 for the 2.4 Dropside DSL M/T. For those eyeing a gas-powered version, patience is key — it will be available at a later date.

For those getting behind the wheel of the Tamaraw, Toyota is offering customers tools to make ownership a breeze.

The P1,200 Service Discount Voucher, for instance. If you purchase your Tamaraw before the end of January, this voucher will help you keep maintenance costs in check for the first 40,000 kilometers. This equates to nine visits to the shop for periodic maintenance, from your 1,000-kilometer check-up all the way to the big 40,000-kilometer milestone, all covered with a discount. It’s a practical way to keep your ride in top shape, valid for four years at any Toyota dealership nationwide.

And if you’re holding on to an old vehicle, trade it in and get a rebate of up to P20,000. You may use that extra cash to personalize your new Tamaraw with Toyota Genuine Accessories or as a discount to ease the initial cost.

Toyota further simplifies Tamaraw ownership with a special financing offer of 10 percent down payment and the choice of weekly or monthly payments.

For instance, buyers who are interested in the Tamaraw Dropside can purchase the vehicle for a down payment of just P93,700 and make weekly payments of P4,629.75.

TMP unveiled last December, the new Tamaraw in simultaneous events across eight locations: Makati City, Quezon City, Pasay City, Pampanga, Laguna, Cebu City, Davao City and Cagayan de Oro City. These events showcased the Tamaraw’s various configurations, including specialized conversions like food trucks, camper vans and mobile business units. For those unable to attend in person, TMP also live-streamed the event to reach a wider audience.

This grand unveiling highlighted the Tamaraw’s evolution into a multipurpose vehicle designed for modern needs. Locally manufactured at TMP’s plant in Santa Rosa, Laguna, the Tamaraw remains a testament to Toyota’s commitment to supporting Filipino industries and communities.

TMP president Masando Hashimoto emphasized that the redesign was based on customer feedback. “We sat down with potential customers to hear their needs and requests. Their comments inspired us to make ever-better cars,” he said.

The Tamaraw first gained popularity in the 1970s and continued to be a trusted vehicle until the early 2000s. Known for its resilience, it became a staple for businesses and families alike. With the Next Generation Tamaraw, TMP brings back this legacy, now equipped with modern technology and features to meet evolving demands.

TMP chairman Alfred V. Ty highlighted the Tamaraw’s importance during the Tamaraw Roll-Off Ceremony last November. He said the vehicle represents Toyota’s dedication to empowering Filipino businesses and individuals. TMP’s tagline for the new Tamaraw, “Abante, Posible,” reflects this vision, aiming to drive progress and create more opportunities for Filipinos.

To learn more about the Next Generation Toyota Tamaraw, customers may inquire at their nearest Toyota dealership or visit https://www.toyota.com.ph/next-generation-tamaraw.

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