Toyota Motor Philippines Corporation (TMP) last week presented its 2025 performance numbers – numbers that underscored not just its strength (and, in all likelihood, its 24th consecutive “triple crown,” representing leadership in passenger car, commercial vehicle, and overall sales) but the success of its local production activity.
In a speech to select members of the media ahead of its yearly thanksgiving party, TMP Senior Vice President for Marketing Sherwin Chua-Lim reported that TMP was “able to close 2025 with a 46 percent market share, while Lexus sustained its performance (with) above 50 percent market share.”
TMP moved 229,447 units last year, growing by 5.2 percent versus 2024. Electrified units accounted for 19,516 units (8.5 percent of total for Toyota and Lexus), and as a category grew by 40 percent. Taken separately, Lexus sold 1,852 units – 91 percent of which bore electrified powertrains. Meanwhile, the all-new Toyota Tamaraw, the brand’s locally manufactured workhorse, attained sales of 17,524 units since its launch in December of 2024.
“The Vios continues to be our best-selling model, followed by the Avanza and Hilux.
While the top-selling models for Lexus are the NXh, followed by the RXh and LMh,” continued Chua-Lim.
Beyond another year of leadership, Toyota appears to be especially proud of its contribution toward “industry development and nation-building,” something that the company remains “fully committed to,” said Chua-Lim. “Our core manufacturing business drives local competitiveness while generating economic values across our entire value chain. In 2025, the TMP employment network reached over 83,000 Filipinos, providing livelihoods and sustaining growth across industries and communities.”
TMP’s network of auto parts and components suppliers were said to have accounted for US$1.09 billion, “roughly 30 percent” of the country’s total auto parts exports. The company also paid P43 billion “in taxes and duties alone” to government.
After crunching the numbers, TMP, reported Chua-Lim, mustered P17 billion in “local sourcing for (its) CKD (Completely Knocked Down) model production. Workforce investments reached P3.9 billion in wages and benefits. Significantly, 62 percent of parts utilized by the company in its production line are locally sourced, according to TMP Executive Vice President Jose Maria “Jing” Atienza, in a separate interview.
TMP marked a production high last year, with CKD production totaling 63,803 — six percent higher than 2024 volume. “This milestone reflects the potential of the Philippine automotive manufacturing and the role TMP plays in sustaining it. Our local lineup is made even stronger with the boost of the Tamaraw, along with the Vios and Innova,” maintained Chua-Lim.
The healthy sales of the aforementioned Tamaraw is no doubt due to the model’s extreme flexibility for a myriad of purposes and uses for “key sectors” such as healthcare, telecommunications, logistics, and motorsports. TMP is cognizant of this and, indeed, continues to “expand (its) in-house conversion capability to respond to the market,” said Chua-Lim. “Our latest variants include the Ambulance, Telco Van, and the Race Vehicle, in addition to the Drop-side, Utility Van, and Aluminum Cargo body styles… Ultimately, our CKD operations go beyond production numbers. They are about building local expertise, showcasing Filipino craftsmanship, and supporting nation-building.”
And in an unprecedented move, TMP revealed in one go all the models it will be launching this year: the Urban Cruiser, RAV4, Land Cruiser 300 Hybrid, Land Cruiser FJ, and Hilux. “Toyota in our quest to give as many choices as possible to our customers, will keep introducing new models,” declared Atienza.
“The market is getting tougher year by year, and we’re happy to keep the 46 percent market share last year, and we want to keep that momentum as big as possible this year, too. Connection with the Toyota and Lexus car owners is kind of our weapon or strength, and we will pursue lifetime value even after the car launches,” concluded TMP President Masando Hashimoto.
