The words from the opening message for last week’s Philippine International Motor Show echoed within the cavernous main hall of the World Trade Center.
“Ladies and gentlemen, welcome to the myToyota Space here at the 10th Philippine International Motor Show. In recent years, we have seen many changes in the local automotive landscape. Customers are now equipped with more choices when it comes to mobility needs. Choosing which car to purchase can surely be overwhelming. Questions like: Is this the right size for me? Does this fit my lifestyle? What’s the fuel consumption? Is the range enough for my daily use? Does it have aftersales I can rely on?”
A compelling speech that resonated with the throngs of showgoers. The words came from Toyota Motor Philippines’ Senior Vice President for the Marketing Division, Sherwin Chua Lim. And those words will continue to be relevant to any Filipino looking to buy a new car.
It’s also apt that the words came from a Toyota executive. After all, most Filipino families own, have owned or are planning to own a Toyota. The Japanese automaker has built a reputation that extends far beyond the showroom. Over the decades, it has become known as the brand that empowers the buyer with its sheer number of models available for every need. And this wide range of technologically advanced models, coupled with legendary reliability, outstanding after-sales, and an array of innovative services are now what comprise The Toyota Choice.
Whether you need a vehicle with a gasoline, diesel, hybrid or full-electric powertrain, Toyota has one for you. Any type of vehicle. In every size. At every price point.
The world, and the Philippines, is moving towards electrified mobility. In May 2025, XEVs (HEV, PHEV and EV) comprised 6% of total industry sales with 11,157 XEVs sold. In May 2026, that figure climbed to 15% with 24,402 XEVs sold.
Toyota pioneered electrified mobility in the Philippines with the hybrid Prius way back in 2009. Today, the brand leads with the most number of hybrid models ranging from the Ativ HEV to the Land Cruiser 300 HEV. And that’s not even counting Lexus, which has an almost all-hybrid lineup now.
But Toyota hasn’t forgotten about its ICE models — simply because the Filipino car buyer still needs them. Even with the rapid growth of electrified models, an overwhelming 85% (142,847 units) of the 167,249 total industry sales last May were comprised of ICE-powered vehicles.
For Toyota alone, almost half (49%) of its new car buyers last month chose a gasoline-powered model, while 38% bought a diesel-powered Toyota. Twelve percent purchased an XEV Toyota last month (up from 8% in May last year).
Which is how Toyota’s Multi-Pathway Approach, coupled with The Toyota Choice, is making the process of choosing and buying a new car not just stress-free, but even enjoyable for every new car buyer.
Founded on Four Pillars—The Toyota Choice
The Toyota Choice is not just some mere marketing hashtag. Much like a well-earned reputation, the Toyota Choice is founded on four pillars that took years to establish.
Trusted Brand
Trust is not earned overnight, and Toyota knows this better than most. In a country where owning a car is often a family milestone, the brand has established itself as a symbol of reliability. Easy to fix, easy to maintain, high resale value — no other car brand is as synonymous with bulletproof reliability and dependability as Toyota.
But Toyota hasn’t forgotten about its ICE models — simply because the Filipino car buyer still needs them. Even with the rapid growth of electrified models, an overwhelming 85% (142,847 units) of the 167,249 total industry sales last May were comprised of ICE-powered vehicles.
One-Stop Shop
But it’s not just all about offering solid, trustworthy cars and services. Through Toyota Financial Services, Toyota Insure, T-SURE, myToyota App, myToyota Connect, T-OPT, a vast nationwide dealer network, the largest car manufacturing plant in the country, plus its numerous mobility solutions, the company offers a one-stop ecosystem for car buyers and owners. This integration enhances efficiency, maintains quality, and ensures parts and service are easily available. It also builds customer confidence. Customers can buy, finance, insure, and service their vehicles under one roof.
For the busy Filipino who values convenience, this integrated approach is a game-changer. It’s about making ownership worry-free — from walking into a dealership to inquire about a new car all the way to walking back in to trade up many years later.
Genuine Customer Support
In an era when customers expect more than just world-class products, Toyota has doubled down on aftersales. Its Customer Assistance Center (CAC) serves as a hotline for any concern, while service campaigns and preventive maintenance packages give customers peace of mind across its 75-strong nationwide dealer network.
The myToyota App empowers customers in their vehicle ownership journey by providing them with a convenient way to book service appointments, track their vehicle’s repair, and even check if their vehicle is covered by a service campaign — all on their smartphone.
For customers with vehicles equipped with connectivity modules, myToyota Connect offers a suite of technologies that allows them to see their engine status, fuel level and odometer in real time, keep a record of previous trips, locate their vehicle, and even set geofences, all from the comfort of their home or office.
Expert Innovation
Globally, Toyota has always been a pioneer, whether it’s launching the Prius—the world’s first mass-produced hybrid — in 1997, or rolling out the world’s first production fuel cell electric vehicle in the Mirai in 2014. Today, with almost a dozen HEVs in its diverse lineup, Toyota is making hybrids an everyday part of Filipino lives.
These four pillars form the backbone of Toyota’s strategy to remain not just a market leader, but a dependable mobility partner; thus making The Toyota Choice a natural part of the car-buying, decision-making process for countless Filipinos. As the industry prepares for a future of electrification and evolving customer needs, Toyota is navigating this change while staying true to the values that earned it the trust of generations.
