Toyota just celebrated its 35th anniversary in the Philippines. Of course, it doesn’t mean Toyota only entered this market in 1988. Toyota was already a household name in the 70s with the Corolla, Corona, Crown, Tamaraw, and Hiace—and of course the eponymous Robert Jaworski-led basketball team.
But the current Toyota distributor and manufacturer, Toyota Motor Philippines, began to officially handle the brand in 1988, hence the 35 years. Toyota has offered more than a hundred models and variants over the last three and a half decades. But which ones truly made a mark in the Filipino psyche (and wallet)? We choose 10.
Why 10? Because many of the Toyota models through the years have become no-brainer entries in a list such as this. Keeping it to 10 will force anyone to make difficult choices—like weeding out other models that would also be worthy of inclusion.
So without further ado, here is our Top 10 list of the most important Toyotas to land on Philippine shores. Let us know if you agree—or if we missed any of your favorites.
1. Corolla
Toyota reentered the Philippine market in 1988 with a ballistic missile known as the Corolla. It absolutely demolished the competition with the country’s first-ever 16-valve engine in a compact car. Subsequent models would further cement this sedan as a perennial bestseller (at least until the Vios came along). The current Corolla continues its standout distinction as the only model in its class to be available as a hybrid.
2. Tamaraw/Revo
The resurrected Tamaraw of the 90s and its successor, the Tamaraw Revo of the 2000s, were game-changers in every sense of the word. Gone was the basic, utilitarian vibe of the 70s Tamaraw, replaced by dual airconditioning, power steering, windows, locks and side mirrors—and even automatic transmissions and DVD players/LCD monitors in the Revo.
3. Vios
The proudly Philippine-made Vios would continue the bestselling stature of the Corolla when it was introduced in June 2003. It would continue to be a bestseller throughout its two decades on the market, becoming the vehicle of choice of taxi operators, car rental firms, as well as the TNVS companies—and even having the distinction of having its own one-make race in the Vios Cup.
4. Camry
With precious few exceptions, most Lexus models are derived from a Toyota. One such example is the Camry, which has shared its platform with the Lexus ES since the luxury midsize sedan made its global debut in 1989. Both are exceptionally smooth and refined. While the first-gen (in the Philippines) Camry didn’t exactly set sales records, the much bigger second- and third-gen models absolutely obliterated the competition. If everyone drove Camrys, there will never be any incidents of road rage. It’s simply that soothing to ride and drive.
5. Innova
Although the Innova is part of the Tamaraw lineage, I separated it from the Tamaraw/Revo simply because it was vastly more refined and sophisticated compared to its predecessors—so much that it completely overwrote the Tamaraw brand from its buyers’ psyche. The latest Innova, now referred to as Zenix, has reached the pinnacle of development, with a new monocoque body, front-wheel drive, and independent rear suspension. It even comes as a hybrid. That’s state-of-the-MPV-art technology for you.
6. Hiace
No top 10 list of Toyotas can be complete without the Hiace. Filipinos love to travel out of town with friends and family, which makes the Hiace one of the most ubiquitous modes of travel in the country.
7. Fortuner
There was a time when the Fortuner outsold the Vios as the bestselling car in the country. I’ll let that fact sink in first. Yes, you read that right—a big SUV priced double what the bestselling Vios costs actually outsold the much smaller car. That’s how crazy Filipinos are with the ever-popular Fortuner.
8. Land Cruiser
Read the part about the Camry being the basis of the Lexus ES sedan and apply that to the insanely popular LC (on which is based the Lexus LX large SUV). But it doesn’t end there. While the Camry has a price mere mortals can afford, the Land Cruiser is priced more than some condo units. But Toyota still can’t make them fast enough for people screaming, “Take our money!” at their dealerships.
9. Avanza
The Avanza is arguably the least aspired for model in this list for the average Toyota buyer—but it commands a lot of respect. Like the Vios, it was another favorite among taxi operators. It was the country’s first subcompact 7-seater. Its platform and drivetrain also serves the Rush and Veloz. It has the virtues that have made Toyota beloved by the masses—dependability, reliability, and ease of maintenance.
10. Wigo
Dependability, reliability, and ease of maintenance may be Toyota hallmarks, but so are affordability and fuel efficiency—and the Wigo has all these. Perhaps more than the Avanza and the Vios, the Wigo allowed many more first-time car buyers (or those looking for a second or third car or as a gift to a graduating child) to experience the vaunted reliability of the brand.
