Toyota has made the headlines by dominating new car sales in the Philippines. Last February alone, Toyota managed to sell 18,528 units, good enough for a 47.3 percent market share. These figures, impressively, are nine percent higher year-on-year and 2 percent higher month-on-month. For the first two months, their sales tally has already reached 36,606 units—an 11 percent growth for 2025 so far. But just how many of these vehicles are made at the Santa Rosa, Laguna plant?
Typically, these figures aren’t reported by CAMPI-TMA or even by Toyota Motor Philippines itself, but based on some research, the carmaker managed to produce 4,357 units last January and 5,705 units last February. Add them together and it comes out that their cumulative total has reached 10,062 units in 2025 so far.
Despite the addition of the next-generation Tamaraw to their production line—joining the Vios and the Innova—these figures are, sadly, 7.7 percent lower than 2024’s year-to-date figures (3.7 percent lower when February 2025 and February 2024 are compared). It also puts Toyota behind not just Thailand (80,158 units) and Indonesia (42,142 units) in terms of production, but also behind Taiwan (19,574 units) and Malaysia (12,023 units).
Does this mean that the Tamaraw’s not selling well? This will require a bit more sleuthing since the figures gathered doesn’t break down the production numbers.
First things first, some industry definitions. The Passenger Car (PC) segment is self-explanatory, but in the Commercial Vehicle segment, there are certain sub-categories. Of interest here is Category 1 and Category II. Category I is basically the AUV or Asian Utility Vehicle segment and Toyota puts the likes of the Avanza and Innova in there. Meanwhile, Category II is Light Commercial Vehicles and it’s more encompassing to include pickup trucks and SUVs.
Now, going back to a time without the Tamaraw, say to October 2024 to now, this is how Toyota’s sales stacked up:
- October 2024 – 5,336 (PC) + 4,183 (Cat 1) + 9,803 (Cat 2)
- November 2024 – 4,868 (PC) + 4,268 (Cat 1) + 10,189 (Cat 2)
- December 2024 – 5,256 (PC) + 3,336 (Cat 1) + 11,628 (Cat 2)
- January 2025 – 3,285 (PC) + 3,507 (Cat 1) + 11,270 (Cat 2)
- February 2025 – 3,341 (PC) + 3,365 (Cat 1) + 11,791 (Cat 2)
Vios is overpriced,underpowered and old same goes for the Innova which is old and overpriced that's why the sales of those vehicles are down
ReplyDeleteThe overhyped Tamaraw isn't popular that much as people don't like its low ground clearance and lack of safety features for its utility van/FB version
TMP selling ancient Vios(2013 platform) but still increasing the price every year but Filipinos just buy them cuz its Toyota
DeletePopularity does not mean durability. Tamaraw is not price effective compare to other brands, Mas okay ang Foton commercial car niya.
DeleteIt would seem that the data does not support your statement. Vios 2024 sales was 43636 compared to 2023 of 37971 while Innova 2024 sales was 17648 compared to 2023 of 16728.
ReplyDeleteI live in the Visayas region. I see them a lot here. In fact the warehouse beside our office is a telecom contractor has a lot of them parked inside and out. Some still being retrofitted for ladders and etc
ReplyDeleteSales of the new Tamaraw in PH is slow but it seems eventually, it will pick up (pun intended).
ReplyDeleteIt will eventually eat into the sales of the Suzuki Carry, Traviz, the ubiquitous L300 and others as per Toyota PH sales plan.
People are comparing this to the old tamaraw which is a people mover that is why it sold a lot. The new tamaraw is a 2 seater more towards business. Although there is an passenger version. It is not the same as the 9 seater before na purely for families
ReplyDelete