Toyota Motor Philippines achieved a remarkable 46% market share last year, a position they are determined to defend and expand upon. The company isn't simply focused on initial sales, but on cultivating lasting relationships with vehicle owners long after they drive off the lot.
President Masando Hashimoto emphasized a strategy of “lifetime value,” ensuring Toyota and Lexus remain central to their customers’ automotive lives. This commitment to ongoing support and brand loyalty is seen as crucial for maintaining their leading edge in a competitive market.
In 2025, TMP sold an impressive 229,447 Toyota and Lexus vehicles, representing a 5.2% increase over the previous year. This performance solidified their position as the industry leader, capturing nearly half of all vehicle sales in the Philippines.
The Vios, Avanza, and Hilux proved to be the most popular Toyota models, with the Vios leading the charge at 27,811 units sold. Lexus also enjoyed strong demand, with the NXh, RXh, and LMh models topping the sales charts.
The Philippines is a significant market for Toyota globally, ranking 10th in sales volume and 23rd overall in market size. This demonstrates the country’s growing importance within Toyota’s international network.
Industry forecasts predict continued growth for the Philippine automotive market, with projections ranging from 491,000 to 510,000 units this year. This would place the Philippines as the fourth largest automotive market in the ASEAN region, surpassing Vietnam.
To capitalize on this momentum and maintain their 46% market share, TMP is preparing to launch five new models throughout the year. These additions are designed to cater to evolving consumer preferences and further strengthen their product lineup.
The first wave of launches will focus on electrification, with three new models arriving in the first half of the year: the Urban Cruiser battery electric vehicle (EV), the RAV4 hybrid EV, and the Land Cruiser 300 hybrid EV. These vehicles represent a significant step towards carbon neutrality.
Following the electrified models, TMP will introduce the iconic Land Cruiser FJ and a completely redesigned Hilux. These launches promise to inject fresh excitement into the market and appeal to a broad range of customers.
Sales of Toyota’s electrified models surged by 40% last year, reaching 19,516 units and accounting for 9% of total sales. Since 2009, TMP has delivered over 44,228 electrified vehicles, demonstrating a clear commitment to sustainable mobility.
