Toyota Motor Philippines (TMP) opened its annual Toyota and Lexus Media Thanksgiving, held at The Grand Hyatt Manila on 29 January, by welcoming TMP president Masando Hashimoto, who addressed members of the media with a review of the company’s performance and a measured look at the year ahead.
Hashimoto began with Toyota’s 2025 results showing that the brand held a 46 percent share of the local market, with total sales reaching 229,447 units.
Growth stood at 5.2 percent compared with 2024, which the company attributed largely to its locally manufactured vehicles.
Local production remained central to Toyota’s performance as the Santa Rosa plant produced 63,804 units last year.
Hashimoto credited the government’s Comprehensive Automotive Resurgence Strategy (CARS) program and reiterated Toyota’s commitment to supporting the local automotive industry as part of broader nation-building efforts.
One of the year’s key contributors was the Tamaraw, which completed its first full year in the market with 17,542 units sold.
According to Hashimoto, the model quickly gained traction not only among micro, small and medium enterprises but also among Filipino families.
He said the Tamaraw gained traction due to its flexible setup and affordability. He added that the model widens access to mobility.
Toyota expanded its electrified lineup last year with its most affordable hybrid model, the all-new Ativ, which arrived in October, followed by the company’s first battery electric vehicle (BEV), the all-new bZ4X, before year-end.
The company returned to street racing through the Toyota Gazoo Racing event, where the Tamaraw Racing Concept was introduced.
Hashimoto, who participated in the street racing in Villar City, said he emerged unharmed after a crash incident during the event, due to proper safety equipment and the robust quality of the Vios race car he was driving.
He linked the experience to Toyota’s “breaking and fixing” philosophy, where pushing vehicles to their limits helps engineers identify weaknesses and improve safety and performance.
Looking ahead, Toyota said it expects growth to continue but will approach the year with caution amid market uncertainties.
Hashimoto said the company’s focus will remain on promoting mobility for all while strengthening customer connections through more seamless ownership experiences.
Toyota said the effort includes Toyota Choice, which supports vehicle purchases across new and certified pre-owned units and related services.
The company shared that its future lineup will continue to include gasoline, diesel, hybrid, and battery electric vehicles, aligned to their multi-pathway philosophy.
According to Toyota, several major model launches are in the pipeline for 2026, including the Urban Cruiser BEV, all-new RAV4, Land Cruiser 300 Hybrid, all-new Hilux and Land Cruiser FJ.
Expansion of Toyota and Lexus facilities continues, including the Lexus Quezon City Gallery dealership, which broke ground in December, and the newly announced Toyota dealerships in Antipolo this month.
Hashimoto closed by thanking the media and guests for their continued support and reaffirmed Toyota’s commitment to providing mobility for all and creating happiness for Filipino motorists.