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Manila Bulletin devider Drive devider LOOK: Toyota Japan Chairman, Akio Toyoda's first stop is Jollibee

LOOK: Toyota Japan Chairman, Akio Toyoda's first stop is Jollibee

Chickenjoy, Jolly Spaghetti and Peach Mango Pie cravings

Published Aug 24, 2023 06:40 am
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Toyota Motor Corp. Chairman, Akio Toyoda, in front of a Jollibee branch.

The past week has been a historic one for Toyota Motor Philippines (TMP), which is currently celebrating its 35th Anniversary of operations. To celebrate the milestone, Toyota Motor Corp. (TMC) Chairman, Akio Toyoda, has flown in to visit, meet with the President, share plans for the future, as well as display his impressive driving skill.

It was a busy week for the ‘rockstar’ Chairman of the company, but before all the meetings, he only had one thing on his mind: Jollibee.

Toyoda’s first stop in the Philippines was not TMP’s corporate headquarters nor the Santa Rosa factory. In fact, it was the country’s top fast-food chain.

“Where else can you get chicken and spaghetti in the same place?”

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Toyota Chairman, Akio Toyoda, enjoys a Chickenjoy, Jolly Spaghetti, Peach Mango Pie, and Choco Float.

The chairman’s lunch was composed of Chickenjoy, a Jolly Spaghetti, and Peach Mango Pie, washed down with a Choco Float.

It’s no secret that the Chairman looks forward to his visits to the Philippines. The country accounts for the 10th highest sales volume out of all the countries in the world where Toyota operates. Toyota’s market share in new vehicle sales locally accounts for a staggering 50%, with the closest competitor lagging far behind.

“In the Philippines, Toyota is as popular as basketball and BTS,” he remarked.

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Not surprisingly, the chairman is eternally grateful but didn’t end his speech with thanks. In fact, he offered a gift to Filipinos, one which we might soon appreciate in a year’s time, the return of the Toyota Tamaraw.

Though the vehicle is still a long way from being sold, Toyoda took the wraps off the Tamaraw Concept as a preview. The vehicle will be assembled in Toyota Philippines’ Santa Rosa plant starting in the third quarter of 2024. 

It’s no coincidence that the chairman chose the Tamaraw. Before ascending the ranks at Toyota, he was put in charge of the Innovative Multipurpose Vehicle (IMV) project in 2004 which is composed of one platform to underpin three vital Toyota models: the Hilux pickup, the Fortuner SUV, and Innova MPV. The Innova continues to be assembled locally in Santa Rosa and is one of the brand’s bestsellers.

The new Tamaraw is envisioned to be the next generation product based on the new IMV platform that is hoped to be just as reliable and versatile as its predecessor but powered by greener engines and powertrains.

“We wish to be #1 in customer's hearts… We hope to foster economic opportunities,” he said of Toyota’s plan for the Philippines.

“When I say I am committed to the Philippines, you can count on me to put my money where my mouth is,” he added.

Local assembly of the Tamaraw is another P4.4-billion investment which will also generate additional jobs at the factory.

Toyota also plans to release a body-builder's guide to allow local suppliers, coachbuilders, and accessory brands to create modifications for the Tamaraw to further spur more jobs and investment, as well as strengthen the country’s parts supply industry.

“The future of Toyota Philippines is very bright and will only get brighter,” he said at the end of his speech.

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