Cebu City hosted the latest stop of Toyota Motor Philippines’ Next Generation Tamaraw roadshow during the Sinulog weekend. The visit placed the utility vehicle in front of customers in the Visayas together with brand ambassador Coco Martin.
The Cebu stop followed earlier appearances in Cagayan de Oro, Tacloban and Marilao in Batangas. More cities are scheduled in the coming months.
Toyota Motor Philippines said the Cebu visit was scheduled alongside the annual festival, which takes place every third weekend of January. Martin appeared in several activities across the weekend, starting with a meet-and-greet at the Toyota Mabolo showroom.
Tamaraw owners and prospective buyers spoke with him about the vehicle. The program later shifted to public venues where crowds gathered for stage activities and photo sessions.
Martin joined the Sinulog Grand Parade aboard a Tamaraw float organized by Toyota Team Cebu. He waved to spectators along the route as the procession passed through major streets. Crowds lined the parade path as the float moved through the city.
During his Cebu visit, Martin described Sinulog as an occasion centered on faith and unity. He spoke about the devotion of the local community.
Toyota Motor Philippines drew a comparison between Cebuano perseverance and the Tamaraw’s use as a work vehicle for daily operations, particularly among small business owners.
The Next Generation Tamaraw utility van was launched in 2024 and has gained interest from micro, small and medium enterprises, start-ups, and buyers familiar with earlier Tamaraw models.
Toyota cited body configuration options, fuel efficiency, and pricing as factors behind demand. Tamaraw units are now seen on roads nationwide and are used for delivery work, construction support, and passenger transport.
Several Cebu-based customers received ceremonial keys during the showroom event. Business owner Eric Ong said he added a Tamaraw FX automatic variant to his fleet for construction and transport use. He cited ease of driving and cargo security.
Restaurant operators Marc and Christine Lin also received a Tamaraw FX for delivery operations. Coffee trader Lester Alferez said the vehicle fits the daily needs of his business.
Toyota Mabolo said the Tamaraw FX is offered with an automatic transmission, a configuration that appeals to buyers who drive in urban traffic. The Tamaraw line also received new exterior color options, including greyish blue metallic and super red on selected variants.
Toyota Motor Philippines said the Cebu stop is part of its regional outreach, with the Tamaraw roadshow set to continue in other provinces outside Metro Manila.