How does ‘Toyota Jeepney’ sound?
SINCE ITS introduction in 2024, Toyota Motor Philippines (TMP) has been calling the all-new Tamaraw a “blank canvas.”
Explained TMP President Masando Hashimoto, “Our customers decide what it becomes. For small businesses, it delivers goods and transports people. For communities, it becomes an ambulance, a fire truck, or a patrol vehicle. For companies, it brings employees to work… And sometimes, it becomes a race car. I know because I drive a racing Tamaraw myself!”
Tied in with the government’s campaign to modernize the country’s aging public transportation, the Toyota Tamaraw MPUV is categorized as a Class 1 PUV — a certification given by the Department of Transportation last May. As in traditional jeepneys, there are bench seats on either side. But unlike them, rear passengers enter and exit via the side — leading to greater safety as people can (ideally) board from and alight onto the curb. Owing to its size, the Tamaraw MPUV (a 12-seater) is expected to be deployed for city use — think neighborhood roads and for shorter trips.
On one hand, it’s not hard to get a little sentimental about the continuing phaseout of the traditional jeepney. Like so many of Filipinos, I have a treasure trove of memories riding them, experiencing the unspoken bond forged among passengers who have a part in handing over someone’s payment to the driver or pass him/her the change. Add to this the wonderfully unpredictable design and styling that has been one of the defining traits of this form of transportation.
However, it’s hard to ignore that the form factor and aging powerplant of the jeepney have been left relics in terms of safety and sustainability. In a world more conscious of these twin values, the jeepney’s allure is losing its sheen.
While the Tamaraw may not match the flamboyance of the jeepney, I do believe it has what it takes to carve its place in the segment. About 35,000 units of the new-generation Tamaraw’s many forms have been assembled here. That is no fluke.
And it’s not just all about pragmatism either. Continued Mr. Hashimoto, “Last month, our global Chairman Akio Toyoda was inducted into the Automotive Hall of Fame in the United States. Let me share his words: ‘What we sell is happiness. Who in the world has ever been unhappy when taking delivery of a car? Cars are exciting, joyful, extraordinary things… Think of the collective power represented in this room. Automakers, suppliers, dealers, distributors, motorsports, journalists, together, we have an extraordinary ability to make people’s lives better.”
And the TMP president can wax romantic about the Tamaraw because, of course, it is assembled right on the premises where the preview was held — the company’s sprawling property in Laguna Technopark. Mr. Hashimoto stated that the Tamaraw MPUV is for “commuters, tourists, transport operators, and communities,” adding: “That is how we want to contribute to the Philippines: by delivering something people can use, depend on, and truly value in their daily lives — and by supporting economic growth, including tourism.” He enjoined government partners, suppliers, body builders, dealers, transport operators, and cooperatives to partake in the effort.
The executive makes it sound like a group project; that’s exactly what it is.
In a release, TMP said voices from LGUs, transport cooperatives, and government agencies were all heard and factored into designing the Tamaraw MPUV. The particular conversion is executed by an off-site partner bodybuilder, Almazora Motors Corp., adding to the growing sphere of influence and benefit afforded by the latest version of the iconic workhorse nameplate that is said to be similarly imbued the familiar assurance of the brand’s vaunted QDR (quality, durability, and reliability) promise. The Tamaraw is, verily, good for everyone.
The Toyota Tamaraw MPUV is expected to be priced at P1.389 million, and eligible TSEs (transport service entities) can get a government subsidy of P210,000 per unit. If financed through government banks, acquisition can be made easier with lower down payment and a payment term of up to 84 months. Otherwise, Toyota Financial Services can step in with auto loan assistance as well.
The model will be formally unveiled to the public on Oct. 22 at the Philippine International Truck Show (PITS) at Hall 1 of the SMX Convention Center in Pasay City.
Are you ready to board what Mr. Hashimoto calls the Toyota Jeepney?