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Toyota marks 32 years in PH, sees better days ahead

Despite the still evolving health crisis, Toyota celebrates its 32 years of operations in the Philippines on a very hopeful note of better days ahead.

In a message to all team members, TMP Chairman, Alfred V. Ty, expressed his confidence that better days lie ahead.

“In our over 30-year history, we have faced many challenges but this is by far the most challenging we have seen. Of one thing I am sure: this will be our finest moment. We will draw on our collective strength to support government in its recovery efforts and we will assure our customers and each one in our Toyota family that we will stand by each other every step of the way,” said Ty.

“This crisis is surely a very challenging experience for everyone. But as market leader, it is our responsibility to elevate customer service even in these most difficult times. We will redouble our efforts in helping to bring the Philippine economy back on track to a better tomorrow. Indeed, we are stronger together.”

In previous years, TMP team members would normally begin the day with a general assembly to honor its achievements and achievers.

Atsuhiro Okamoto, TMP President, was convinced that the prevailing health crisis would not get in the way of this year’s celebrations. He called for a virtual gathering of the whole company, very much in line with the emerging new work norms.

Okamoto shared his optimism about the fight against the COVID-19 virus. He pointed to the success of countries like New Zealand and Thailand in their efforts to contain infections. “Other countries have shown that this virus can be controlled. We will get there, too, if we continue our adherence to the necessary health protocols. We will win this battle,” he said. “I would like to thank the government and all our front line workers for their selfless efforts in this time of crisis. Let us work together and heal as one.”

In the past 32 years, Toyota has maintained its dominant position in the local automotive industry.

Since 1988 until June, 2020, TMP has put 1.78 million Toyota vehicles on Philippine roads. From only three initial models in its line-up, TMP now offers a selection of 78 models and variants, including such favorites as the Vios, Innova, Hilux, Fortuner, Wigo, Rush, Avanza and Hiace. It has also introduced a growing number of hybrid electric vehicles and a whole range of luxury products under its Lexus brand.

TMP also invested in car manufacturing. At the end of 2019, TMP provided livelihood to 55,000 Filipinos across its entire supply chain. It has made cumulative investments of P64 billion and paid P384 billion in cumulative taxes and duties. Annually, TMP generates exports of $1 billion in Philippine made local parts. Since it started its local production in 1989 until June, 2020, TMP has produced almost 880,000 units.

As it marks 32 years in the country, TMP is transitioning to a mobility company together with its 71 dealers nationwide Toyota to meet the growing mobility needs of Filipinos. TMP has expanded its services to include Toyota Financial Services, Toyota Insure Program and Toyota Certified Used Vehicles.

It has started offering Connected Auto Loans, Full Service Leases and a newly launched Kinto package that is similar to a vehicle subscription program. TMP is also piloting On-Demand Shuttle services with the Department of Transportation and offering Fleet Management Services to select partners.

Toyota has also ramped up its program of digitalization to meet a growing and apparent shift in consumer behavior towards an online consumer experience. New initiatives such as the launch of a virtual Toyota showroom, a new MyToyotaPH app that puts maintenance of your Toyota vehicle on your mobile phone and even an exciting new Supra GT Cup race experience in place of the well-followed Vios Cup.

TMP also gives back to society. During the quarantine, TMP donated 30 Vios vehicles to the Department of Health and Local Government of Santa Rosa. It also loaned a fleet of almost 50 vehicles for use of essential workers. Dealers across the country worked with their respective communities to provide much needed relief goods. TMP also engaged its engineers and skilled workers to produce 43,000 masks for distribution to essential workers, government units and own team members.

It supports environment-related initiatives through programs like its Coastal Clean-Up and Mangrove Planting Program; education through the TMP School of Technology; and well-being through its partnership with the Philippine Paralympic Committee, among others.

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