Eighteen years. It’s hard to wrap my head around the fact that Toyota Motor Philippines has long been hosting an annual celebration called Road Trek, and it’s now old enough to legally buy its own booze. Full disclosure: I was, and still am, extremely delighted to finally become a part of Road Trek’s 18th installment.
There was a high from being on that trip, and I consider it a deep honor, or some sort of rite of passage for a relatively young automotive journalist. The non-transferable invitation, the prestige of having your name printed on those fun little bag tags – it all felt like I’d finally been seen. Ever since I joined the industry nearly a decade ago, joining Toyota Road Trek has been a kind of pipe dream.
But Toyota Road Trek isn’t just about glitz and glamor for journos or honoring their work. It definitely isn’t just about taking a break from the hustle and bustle of the city. I realized this during the final night of what seemed like an R&R event. Before the program even started, we were presented with a not-so-quick trip down memory lane, revisiting past Toyota Road Trek installations through footages. That moment was nostalgic – not only for the more senior attendees who had been there since the beginning, but also for the organizers who have worked hard to put together strings of activities for nearly two decades.
And thanks to that collection of videos – capturing memories from when Road Trek started, with video quality, themes, and styles improving each year (thanks, technology) – I realized the true significance of the exclusive gathering: the Philippines is a Toyota country, and long has it been.
And I’m talking about the collective 7,641 islands of the Philippines – not just Metro Manila and nearby regions where most of my current bubble exists. After driving through Caticlan and Antique, one thing stood out more than the scenic views and winding roads: Toyota really is everywhere in the Philippines.
It’s one of those things you kind of already know; you see Toyotas on the road all the time, often going under the radar because of their sheer volume. But being part of an all-Toyota convoy, driving across provinces far from Metro Manila, really puts it into perspective. Whether it’s a Hilux, Fortuner, Innova, or Vios, there’s always a Toyota nearby. In small towns, in busy ports, climbing twisty mountain roads. You name it.
The trip started in Caticlan, a place most people know just as the jump-off point to Boracay. But there’s so much more to this area once you leave the airport or pier and start driving. We rolled through quiet roads, passed stretches of farmland, saw carabaos cooling off in the shade, and waved at kids playing by the roadside. Our destination: Toyota Aklan, though we stopped by Jawili Falls first for a quick photo op.
Visiting a provincial dealership like Toyota Aklan shows you how deep Toyota’s roots really go. While it’s a relatively young dealership, inaugurated in 2017, the showroom showed us how Toyotas have become a part of everyday life here. Farmers drive Hiluxes. Local businesses use Innovas. Families save up for years to get a Vios or Avanza. More than just status symbols, these Toyotas are tools for living.
And that has always been a theme even for past Road Treks. It has always shown the attendees how Toyota has become embedded into the lives of Filipinos, whichever region they may be.
Now let’s talk about the driving – because man, the roads in this part of the country are something else. Once we left the main town and headed back toward Antique, the drive became something special. Tight curves, rolling hills, scenic coastal stretches – it’s the kind of drive that reminds you why people fall in love with being behind the wheel. With the ocean peeking through the trees on one side and mountains rising on the other, it’s hard not to stop just to take it all in.
Our convoy, made up entirely of Toyotas – from the youthful Yaris Cross to the family-hauling Zenix, to the luxurious Alphard – handled them all like they were meant to. Beyond power or speed, the trip was about comfort, control, and confidence. Whichever vehicle we were in, each car had its moment to shine. Like it was made for those roads.
Trips like this remind you that the Philippines is so much more than just Metro Manila. The roads may not be perfect, and sometimes the cell signal disappears completely, but the beauty of the provinces is something else – raw, real, and refreshingly quiet. And wherever we went, so did Toyota.
It’s not hard to see why. In areas where service and support matter even more – where the nearest mechanic might be an hour away – owning a Toyota just makes sense. They’re reliable, fuel-efficient, easy to maintain, and parts are almost always available. Even way out here, people know that.
There’s a reason Toyota completely dominates the sales charts in the Philippines every year. More than the flashy ads or celebrity endorsements, the brand has earned the trust of everyday Filipinos. Toyota Motor Philippines is decades older than the festivities of Road Trek. It was established the year I was born, but has been here long before that – and that gave the company a strong foothold and recognition among Filipinos.
Need a tough workhorse? Get a Hilux. Hauling people and cargo? There’s the Innova. Fuel savings on your daily commute? The Vios. Traveling in utmost comfort? Alphard it is. Looking for something a little more adventurous for family trips? The Fortuner has your back. Each one of these vehicles serves a purpose. And Filipinos love that freedom of choice – more than huge touchscreens or any of the fancy schmancy stuff newer cars offer these days.
Driving in an all-Toyota convoy went beyond putting cars to the test; we discovered places, shared laughs at stops, and swapped stories on the road. And with every kilometer, it became even clearer why Toyota is the car brand of choice for so many Filipinos. It’s familiar, and that’s not a bad thing. It just means our connection with the Toyota brand runs deep, like it’s part of the family.
After a few days on the road, I came home with more than just photos and sunburn. I came home with a renewed appreciation for the Philippines – and for Toyota. The Japanese marque goes beyond being a local car brand. It’s part of the culture, part of the landscape, and part of the journey – whether that journey is a daily drive to work or a road trip through winding provincial highways.
The Philippines isn’t just another market for Toyota. It’s a Toyota country, through and through.
