The launch of the all-new, all-powerful Hilux is Toyota's latest battlecry in their renewed foray in the very competitive pick-up market. The first iteration of the radical Innovative Multi-purpose Vehicle Project or IMV, the new Hilux is the signal of even more better things to come for Toyota.

Underneath the hood of the new Hilux is the world-class D4D (Direct Injection, 4 Cylinder Diesel) engine. With state-of-the-art features such as the Common Rail Diesel Injection and Variable Nozzle Turbocharger with Intercooler, the new engine gives absolute power and torque but with much lesser noise, vibration, and harshness (NVH) figures. The 3.0 liter guise possesses class-leading figures with 163 Hp/3,400 rpm and stump-pulling torque of 343 Nm/1,400-3,200 rpm. The 2.5 liter guise powering the Hilux 4x2 also has the virtue to lead, with 102 Hp/3,600 rpm and 200 Nm/1,400-3,400 rpm.

On the outside, the bold styling is indeed reflective of Toyota's change of heart, from being conservative and non-assuming, to aggressive and trend-setting. The muscular front fascia is indeed a jaw dropper thanks to multi-reflector angled headlamps and the redesigned grille. The aggressive stance is also carried over to the 15" alloy wheels for the 4x4 models and 14" alloy wheels for the 4x2 models. But these are not all eye candy so to speak, for the styling highlights the obvious increase in length, width, and height, and a slippery vehicle profile with an aerodynamic drag coefficient of 0.37. The increased overall dimensions also translates to a larger cargo area as well.

On the inside, Hilux passengers will be deceived to thinking that this is a passenger car. Increased interior dimensions are highlighted by the unique blend of materials from the ceiling, sidings, and seats, all in ivory trim. As with any Toyota vehicle, the cabin is well-insulated against noise, as passengers could easily converse at speeds beyond 100 kph. Another point of deceit of the Hilux is the smooth ride definitely not in the company of other pick-ups, for the independent front suspension and leaf-spring tandem is tuned towards car-like proportions. Safety is always a Toyota concern as the new Hilux possesses a GOA body and supplemented by side impact beams on all doors and a driver's side air bag.

The Philippines is the second country in Asia to receive the new Hilux. The first one was in truck-frenzy Thailand, where it has already beaten the closest rival by capturing almost 46 percent of the market. Toyota hopes to duplicate that feat here.

"Back then, it was enough that Toyota was represented. This is the thing of the past. From now on, Toyota will be in the competitive forefront in the one-ton pick-up segment," TMP President Nobuharu Tabata said in a statement.

Tremendous support for the Hilux is manifested by the fact that it is manufactured by 8 nations and sold across 139 countries, and is constantly undergoing technological changes to align to the changing needs of the market.

The all-new Toyota Hilux is now available at all Toyota dealerships nationwide at a very competitive pricing. The 4x4 G A/T variant is priced at PHP 1.305M, while the 4x4 G M/T variant is priced at PHP 1.250M. The 4x2 E M/T is competitively priced at PHP 928,000, while the J base model is pegged at PHP 748,000.