Toyota rides on Hilux to reclaim truck lead

CLARK, Pampanga, Philippines – Toyota Motor Philippines Corp. (TMP) is hoping to ride on its newly-launched Hilux model to regain market leadership in the pick-up truck segment and surpass its sales target for this year.

In an interview, TMP president Michinobu Sugata said the company has high hopes for the eighth generation Hilux unveiled to the media here Tuesday night.

“The Hilux has gained a loyal following since it was first introduced in the Philippines in 1993, registering 56,417 units for 22 years now. This is a clear indication how this model has been loved by thousands of our customers and giving it the name king of pick-ups,” Sugata said.

“We are confident that this new generation will gain even more fans due to its beautiful look and additional features that not only the current owners will love, but also hardcore off-roaders,” he added.

Sugata said TMP expects sales of the new generation Hilux to reach 900 units a month or about 4,500 units for the second half of the year.

The new Hilux is priced from a low of P927,000 to as high as P1.68 million, Sugata said.

With strong demand expected from the new model, he said it is possible for TMP to exceed its target vehicle sales of 110,000 units this year.

“Potentially, our sales may reach 120,000 but our target remains at 110,000 units. But yes, (it is possible to surpass the target) if the market keeps growing,” he said.

Likewise, the new Hilux is expected to vault back TMP as a market leader in the pick-up truck segment.