TMP hits 100K in 2014 sales, gears up for more

MANILA, Philippines – One would be hard-pressed to find a highlight in the history of Toyota Motor Philippines (TMP)—its tale is already replete with successes. The number-one automotive company in the country has held the industry’s coveted Triple Crown award for 13 uninterrupted years now. This means that, since 2002, TMP has been first in passenger car, commercial vehicle, and total sales.

But just last year, the iconic Japanese brand achieved something it has never done before—sell 100,000 vehicles in the Philippines in one year. At the recent TMP annual media thanksgiving bash held at the Peninsula Manila Hotel, TMP president Michinobu Sugata gushed in his speech: “I am pleased to officially announce that Toyota Motor Philippines is now part of the Toyota distributors around the world registering more than 100,000 (in) sales.” The 106,110 units represent a significant 40-percent uptick from 2013’s 75,587 total—enabling TMP to “make a dent in the Toyota global and regional arena.”

The company’s sales performance has allowed it to leapfrog past Malaysia and rank 16th among Toyota distributors worldwide.

The surge in sales was led by the popular, locally manufactured Vios subcompact sedan—itself registering a historical high of 25,837—up 26 percent over last year’s figure. Sugata said the Vios has been the bestselling car in the Philippines for 12 years running. He added that the all-new Altis, Innova, and Wigo, Fortuner, Camry, 86, and Hiace are “also the best-selling cars in their respective segments.”

TMP registered growth across the board in 2014: passenger car sales were up by 39.4 percent (42,695 from 25,847), commercial vehicles sales increased by 21.6 percent (63,415 from 49,740), and luxury vehicles sales, through Lexus, grew by 19 percent (167 from 140).

Sugata noted the strong domestic performance of Toyota’s luxury brand Lexus, registering 475 in sales – good enough for second place in the segment. This is despite the fact that Lexus only maintains one outlet in the country.

Even in after-sales business, TMP broke its record with 737,000 units being serviced within the company’s shops. “This record can be attributed to new car sales, recent dealer expansion as well as introduction of new products and services such as the Toyota Smile Value Service Packages and Express Maintenance Service, to name a few,” declared Sugata. Over at its Sta. Rosa, Laguna production facilities, TMP again set a historical high with 41,644 vehicles produced—trouncing the previous figure of 36,849 by its Bicutan plant.

TMP rightly values client satisfaction, too, and its president proudly noted: “Toyota remains committed in delivering uncontested customer service. Today, we have 45 dealer outlets nationwide, including Lexus—and each one of these dealerships share that same passion in giving the best customer service there is in the country.  A testament to this is the JD Power 2014 Sales Satisfaction Index (SSI) Survey where we ranked the highest over other competing brands.”

Going by the original TMP plan, the 100,000 sales milestone wasn’t expected to be reached until 2018—the 30th year of the company. Michinobu Sugata and his team have thus boldly reset TMP’s targets. The mid-term goal by 2020 is to reach an incredible 200,000 in sales, and 1.5 million units for after-sales service.

As for 2015, Sugata envisions reaching 100,000—110,000 to be exact—in unit sales again. He bases this on the year’s robust sales forecast from the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI), expecting Filipinos to purchase 300,000 vehicles.

Sugata vowed to “strengthen (Toyota’s) auto automobile-related value chain business,” through a number of ways. One is Toyota Insure, TMP’s exclusive insurance program in partnership with Malayan Insurance Company and Charter Ping-An Insurance Company. In a release, TMP said the program “allows customers to appreciate full-coverage insurance policies at competitive premium rates.”

2014 also marked the successful kick-off of Toyota’s one-make race series, the Vios Cup, that makes the excitement of motorsports accessible to more. Sugata promised its return in March. “You can expect an additional leg and new and familiar faces to participate in the biggest motorsports festival in the country,” he said.

It seems Toyota Motor Philippines is gearing up for another year of a myriad of highlights.