Toyota PH sees stronger auto market as demand rebounds

Insider Spotlight

• Toyota Motor Philippines expects to surpass three million cumulative vehicle sales later this year 
• The automaker says it is rebuilding sales momentum despite geopolitical and energy-related headwinds
• Local manufacturing remains central to its strategy, with more than 1.21 million CKD units produced in the Philippines
  
  
  
  

Toyota Motor Philippines Corp. (TMP) expects to breach the three-million cumulative vehicle sales milestone later this year as improving vehicle supply and recovering market demand strengthen its growth outlook despite ongoing geopolitical and energy-related challenges.

The company announced the target during its 38th anniversary celebration, saying it is confident the milestone can be achieved if market conditions continue to improve. 

The projected sales mark underscores the accelerating pace of vehicle ownership in the Philippines, with TMP reaching its first million cumulative sales in 27 years, its second million in seven years, and nearing its third in just over four years.

Why it matters

Toyota's sales trajectory reflects sustained resilience in the Philippine automotive market and reinforces the importance of local manufacturing as supply constraints continue to ease.

“While oil prices and supply chain pressures remain volatile, we are seeing encouraging signs of market recovery, and we are steadily rebuilding our sales momentum,” TMP president Masando Hashimoto said in a statement. 

“We are ready to respond with significantly better supply for our high-demand models. Now, success depends on execution,” he said. 

By the numbers

TMP has produced more than 1.21 million completely knocked down (CKD) vehicles in the Philippines and posted a record production volume of 63,803 units in 2025. 

The company employs more than 4,500 people directly while supporting over 83,000 jobs across its dealers, suppliers, and subsidiaries. It currently manufactures the Vios, Innova, and the revived Tamaraw at its Santa Rosa, Laguna plant.

The bigger picture

TMP said the Philippines remains Toyota's third-largest market in Southeast Asia and its 10th largest worldwide. The automaker also secured its 24th consecutive Triple Crown in 2025 by leading passenger car, commercial vehicle, and overall vehicle sales.

“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,” TMP chair Alfred V. Ty said. 

“In turn, it enables TMP to provide stable, meaningful jobs, foster personal growth, and uplift thousands of Filipino households throughout the Toyota ecosystem. This is our purpose—to keep people at the center of everything we do,” he added. —Vanessa Hidalgo| Ed: Corrie S. Narisma