For the past few years, Toyota Motor Philippines Corporation has made it a point to hold major public events to showcase their new products and boost sales (especially during the month of August) with Toyota Tent Event and the Toyota Caravan.
This 2013 Toyota has kicked it up several notches, as they took the 8,000 square meter floor space of the World Trade Center in Pasay City to hold the 3rd World of Toyota, effectively a one brand motor show in an exhibition center that typically houses the Manila International Auto Show and the Philippine International Motor Show.
With Mr. Michinobu Sugata heading up TMPC as President and CEO, along with the presence of other Toyota executives including Mr. Alfred Ty, the company opened the doors to the 9 day expo of everything Toyota from classic cars, race cars, current showroom models, car clubs, modified rides, a supercar and even a pair of concept cars.
From the showroom to WTC
Toyota brought their entire line up to the World Trade Center in Pasay City for the public to view and purchase, offering incredible discounts on their models.
Headlining the model line up is the new Toyota FJ Cruiser, utilizing the event as its formal preview to the public before it goes on sale for PhP 1,798,000. Joining the FJ is the all new Toyota Vios, fresh from its launch just last month, as well as the new Toyota RAV4.
Various variants of the Hilux, Corolla, Camry, Fortuner, Prius, Prius c, Innova and others.
The power of L
Lexus was also out in full force, led by Mr. Danny Isla, Lexus Manila president.
The entire Lexus line-up is present with the ES, GS, LS, RX and the CT, in hybrid and standard versions. Drawing in the crowd is the only officially imported LFA supercar in the Philippines, as well as the aggressive and sporty IS350 and IS350 F Sport models.
Concepts in Manila
It's not often that concept cars make their way to the Philippines, so Toyota brought in two: the Lexus LF-LC as well as the Toyota FCV-R.
The FCV-R, revealed to the public at the 2011 Tokyo Motor Show, is a next-generation fuel-cell concept vehicle. The concept showcases Toyota's technology and design, primarily with the use of hydrogen as its fuel for CO2-free energy. The production version is rumored for a 2015 release.
The LF-LC, on the other hand, is a sportscar concept from Lexus and was originally revealed at the 2012 North American International Auto Show in Detroit. The front-engine, rear-wheel drive LF-LC foreshadows the upcoming hybrid successor to the Lexus SC 430. The production model is rumored to be launched in 2017.
Vios Cup Car prototype revealed
We were the first to tell you about the Toyota Vios One-Make Race (OMR) series that the company had been planning, and now the car that will be used for the race has now broken cover.
Officially known as the Toyota Vios Cup, the 2013 Vios OMR Cup Car prototype features significant upgrades to the subcompact sedan. Rigidity, suspension, performance, braking, weight and other aspects needed for racing have all been upgraded for racing (read: wheel to wheel) and track use.
The actual race series is set to be launched in October 2013.
Mods and classics
In the main hall Toyota also gathered a very special display of classic models, some of which are 50 years old. Among the notable cars were various modified and stock examples of the Toyota Starlet, Corollas, Coronas, Crowns, Land Cruisers and Celicas.
The stars of the classic section had to be the Toyota Sports 800 and the very rare Toyota 2000GT from the 60s.
At the lobby area of the WTC building are various cars, including an Initial D-inspired AE86 Sprinter Trueno and a trio of Rocket Bunny 86's. Also, outside of the main hall is the Toyota Fest Philippines, hosting various Toyota clubs for each day.
The sales targets
There is, of course, a catch. Toyota is targeting a big boost in sales from the 9-day World of Toyota motor show.
The number? 6,000 to 7,000 units from the sales event.
Given the huge discounts available to customers from the show, it won't be surprising if they hit or even surpass the targets.
The 2013 World of Toyota runs from August 10 up to August 18.