38 Years Later: Toyota Motor PH aims to achieve 3-million cumulative sales in 2026
Toyota Motor Philippines (TMP), the country’s largest automaker in terms of sales volume for many years now, celebrated its 38th anniversary since its incorporation in 1988, last August 3, 2026. And as it continues to lead the market, it also remains optimistic in what the future holds.
The Japanese automaker is aiming to breach the 3-million cumulative sales mark in the latter part of this year. As a refresher, TMP achieved 1-million vehicles sold in April of 2015, 27 years after its formation. Meanwhile, it marked its 2-millionth vehicle sold seven years later in 2022.
The Philippines is currently Toyota’s third largest market in Southeast Asia, and its 10th largest market in the world, showing the importance of the country for the brand. It first became the country’s top selling automotive brand in 1994 with a “Triple Crown” success, leading the passenger car sales, commercial vehicle sales, and overall vehicle sales.
With its own production facilities, over 1.21-million completely knocked down (CKD) Toyota vehicles have been made locally at the brand’s former facility in Bicutan, Parañaque, and now in Sta. Rosa, Laguna where it currently produces three models—the third generation Vios, the second generation Innova, and most recently, the reintroduced and now Hilux-based Tamaraw. Models that were formerly produced locally were previous generations of the Corolla, Lite Ace, Crown, Corona, Tamaraw, Revo, and Camry.
Today, TMP maintains a large workforce, composed of over 4,500 employees, along with over 83,000 jobs across its dealership network, different suppliers, and different subsidiary companies.
As for its product offerings, the multi-pathway approach global direction of Toyota is also in full swing in the Philippines, with the brand’s lineup composed pure combustion-engined vehicles, multiple hybrid electric vehicle (HEV) offerings, new battery electric vehicles (BEV) models, and different commercial vehicles, all across different price ranges. There are also higher tier luxury vehicles under the Lexus marque.
More than just cars, TMP also marks its 38th year of contributing to societal and sustainable development. Earlier in the week-long celebration, TMP President Masando Hashimoto led inside the Toyota Special Economic Zone (TSEZ) in Laguna, the planting of a Molave tree, the symbolic 500,000th tree under the company’s goal to nurture 1-million trees by 2030. This commemorates the halfway milestone of the All Toyota Green Wave Project, the entire TMP Network’s initiative to support reforestation efforts across the country.
“As envisioned by our Founding Chairman, Dr. George S.K. Ty, TMP’s core reason for being has always been nation-building. So, the vehicles we build—like our very own Tamaraw—are not just products; they are engines of mobility that empower small businesses, support families, and elevate everyday lives across our country,” said TMP Chairman Alfred V. Ty.
PHOTOS: Toyota, Sam Surla, Julian Panlilio
