09/03/2023
Is Toyoda's Kaizen truly nambawan?
The song of Ambrosia's David Pack is playing now in all its glory on the 9 speaker JBL system (with a built-in Subwoofer on the rear door) on this premium SUV. Suddenly i broke-out in song,
"Oh, what's the matter, baby?
Is the truth too hard to hear?
Well, I think you know I'm not the one who lied"
Filipinos love their cars and i am no exception. I have been a car nut since I can remember and have owned a range of makes and models in my lifetime. What better way to express my savoir faire than to write my personal joys, tribulations and the pitfalls of actual ownership. I struggle to put this exuberance in writing. Let me explain. One such experience is akin to owning anything SONY. Yes that boobtube and audio/video electronics brand you've grown up with. The remote and its functions just seem at home everytime. You don't need to think of what to press because of it's tactile familiarity that's so 'Au naturel.' With the competing brands you'll need to give it extra time and thought. That second or two makes a huge difference and immensely slows the entire process on a vehicle you're driving.
Similarly there is an unbreakable bond between the accelerator input and engine response vis-a-vis steering feel and suspension which puts an immediate smile on your face. Without this foot, hand and butt coordination there lies a disconnect in the overall impression which, dare i say, all other brands have much to be desired.
THE TOYOPET MASTER
Since its inception in Japan, Toyota has established a corporate culture that focuses particular attention on quality that will produce customer smiles and on kaizen (continuous improvement) achieved through genchi genbutsu (onsite hands-on experience).
I visited the legendary Dante Siverio recently at his Legacy art gallery concerning Toyota's presence in the Philippines. According to him it dates back to 1962 when Delta Motor Corporation, a company established by his father, Ricardo C. Silverio Sr., acquired the rights to assemble and distribute Toyota vehicles for the Philippine market.
Our first Toyopet growing up was the 3rd generation Corona1600GT in 1966. Successively we've also had the Landcruiser FJ hardtop, the Corona Mk II, Corolla Sprinter and Corona Macho Machine. These were the vehicles our family grew up with until the late 70's.
CUPHOLDERS. Yes, lots of it!
Today, we continue to patronize the brand for simple reasons not quite talked about. In our eyes we look for the practical stuff that leads you to a more informed purchase.
In the article Men are from Mars and Women... Love Cupholders by Linda Holmes.
https://www.npr.org/2013/03/20/174818669/men-are-from-mars-women-love-cup-holders
"How surprising it is that "intelligent, educated women will look at a car and the first thing they will look at is how many cup holders it has.""
So , forget the sunroof, leather seats, and all these other 360 bells and whistles, that are standard fare in all competitors blah blah but rather the little things that prompted their decision in the first place.
My 2023 Fortuner LTD has 6 in front! When you talk about the top spec choices standard fare across all Toyota Fortuner, Innova, Rush models!
How Has the Pandemic Affected Toyota sales?
As reported early by Autoindustriya in January, 2022 for the period covering 2021. "Toyota remains ahead with a commanding lead of the market with a 43.88% market share with 129,101 units sold. Toyota sales grew 29.69% from the previous year's 99,545 units."
TMP 2021sales figures
Sales by model
1. Vios 35,095
2. Hilux 18,969
3. Wigo 17,491
4. Innova 13,304
5. Fortuner 12,982
6. Rush 12,564
Toyota Motor Philippines has mastered the Filipino psyche from Product planning and Marketing department and addresses customer heterogeneity which equates to outselling any other marque in the country.
I cant seem to wipe the smile off of my face as I drive in traffic towards my office,
"I gave to you my heart and soul
Now, I just need to let you know
You're part of me that I just can't let go"
Advertising and marketing aimed at women is often really better aimed at parents. Getting past the cup holders in a new car might be a first step.