Undisputed No. 1

As the year comes to a close, it’s nice to see the Philippine automotive industry on a roll. It’s growing rapidly, faster than even compared to our once mighty ASEAN neighbor, Thailand. From just a smidge over 100,000 three years ago, the industry is projected to hit a figure double that or something north of 230,000 vehicles. And the figures show it’s not slowing down either. From just a year-on-year growth of 4 to 5 percent, pundits are saying this year’s growth could easily be close to 20 percent. And contributing close to 100,000 units is one single company: Toyota Motor Philippines.

Typically, market leaders don’t enjoy the robust growth its competitors do, especially on a year-on-year basis. Business analysts know that there simply isn’t enough leverage (or breathing space) once you reach the top; and it doesn’t help that others are constantly trying to pull you down. Toyota seems to be a very big exception though. They are the undisputed Goliath of the industry, breaking the 10,000 vehicles per month record on more than one occasion. They’re showing a staggering 41 percent year-on-year growth, much higher than most of their competitors. And the good news doesn’t stop there. Their luxury brand, Lexus, has sold more than 440 units this year from just one single sales outlet!

Toyota Motor Philippines’s unprecedented market performance is undoubtedly fueled by its unique mix of the 3P’s: Product, People, and Passion.

In the past few years, they’ve found the right balance, offering vehicles which aren’t just practical and reliable, but fun and stylish as well. This year alone, Toyota launched no less than six vehicles: Corolla Altis, Wigo, Innova, and Yaris early in the year; followed by Hilux and Fortuner in the latter half. These six as well as the 13 others in the line-up all contribute to a wide market reach that encompasses every kind of buyer on every kind of budget.

Of course, having the right products at the right time is just a part of Toyota’s success recipe. People have to communicate and sell these products too. And there’s no one better than the big man himself, Michinobu Sugata. The self-professed Beatles fan (and part-time rocker), Sugata-san consistently thinks outside the box. And it seems this influence has rubbed off on his people as well. During his tenure, he has transformed Toyota from a staid and conservative car company to one that thrives on youth and dynamism. And you can see that in everything from their marketing strategies down to their communications, events, and even how their dealerships look and feel. His relaxed and young demeanor (you always see him with a smile on his face) is combined with his obsessive attention to detail. He’s one of the few company presidents you’ll love to hang out with for a drink or two and yet remain driven in the boardroom to remain on top. The rest of the Toyota team is no different. From Danny Isla, Sherwin Chua-Lim, Ariel Arias, to even Jade (Jaduh) Sison and Paulo Infante—they’re all highly dedicated to their jobs and Toyota is very lucky to have them.

And this leads me to Toyota’s passion, specifically the passion for speed. Sugata-san and his team embarked on the company’s biggest gamble yet: the Vios Cup. What was supposed to be a “grassroots” one-make racing series became the Philippines’s biggest motorsports event. It has re-written every rulebook, seeing over 30 cars take to the starting grid. It has opened the eyes of many to the notion of what a professionally run motorsports program could be and how the Vios is the compact car that can. And Sugata-san could have simply stopped here. But no. It’s been announced that there will be a 2015 season which promises to be even bigger and better.

In his speeches, Sugata-san has always thanked the media for supporting all of Toyota’s efforts. And they’ve done so with the numerous Ride and Drives, launch parties, thanksgiving parties, and what have you. However, during this Christmas season, allow me to turn the tables and thank Toyota Motor Philippines for everything they’ve done not just for the motoring media but for the Philippine automotive industry as a whole. Toyota has put their faith in the Filipino buyer that they’ll love and embrace their vehicles with the same passion as they do designing, making, marketing, and selling them. Others have certainly scaled back in one way or the other, but Toyota has remained steadfast in promoting the growth of the Philippine car market, for creating a platform of mobility for everyone. They’ve planted the seeds and now they’re reaping the rewards. It’s this kind of forward thinking that makes them the country’s undisputed number one.