Toyota Motor Philippines (TMP) Corp. is aiming to keep up its 46% market share in 2026, with plans to introduce five more models in the identical yr.
“We’re so comfortable to have hit 46% market share last yr. And we wish to maintain that momentum as big as possible this yr too,” said TMP President Masando Hashimoto in a press conference on Thursday.
To take care of this, he said that the corporate will probably be leveraging its reference to the automobile owners by “pursuing lifetime value even after the automobile purchase.”
“We’ll be sure that Toyota and Lexus are all the time there … That’s what now we have to do to maintain our brand high,” he added.
Last yr, TMP remained the industry leader after selling 229,447 Toyota and Lexus units. That is 5.2% higher in comparison with last yr and accounted for 46% of the market share.
The highest-selling Toyota models in 2025 were Vios (27,811 units), Avanza (24,704 units), and Hilux (23,735 units).
Meanwhile, the top-selling Lexus models were NXh (735 units), RXh (312 units), and LMh (296 units).
Across Toyota’s markets, sales-wise the country ranked tenth in 2025, while it ranked twenty third by way of market.
Meanwhile, the Philippine automotive industry expects the market to grow between 491,000 to 510,000 this yr, said Mr. Hashimoto.
“This number is definitely the fourth biggest volume amongst Association of Southeast Asian Nations (ASEAN) countries, ahead of Vietnam, following Thailand’s 600,000,” he said.
“We’re quite sure that this momentum of growth will probably be kept the identical for the approaching years. And we’re again aiming for 46% of market share,” he added.
Despite cautious optimism, he said that the corporate will probably be introducing five more models this yr.
“We now have five exciting major models lined up and a number of other improvements coming your way,” he said.
Specifically, TMP plans to launch three recent electrified models in the primary half, that are the Urban Cruiser battery electric vehicle (EV), the RAV4 hybrid EV, and the Land Cruiser 300 hybrid EV.
These will probably be followed by the launches of the Land Cruiser FJ and the all-new Hilux.
Last yr, TMP saw a 40% increase within the sale of its electrified models to 19,516 units.
This accounted for 9% of the full units sold by the corporate in 2025.
Since 2009, TMP has sold 44,228 electrified units as a part of its continuing efforts toward carbon neutrality. —Justine Irish D. Tabile