Next Generation Toyota Tamaraw to be built in the Philippines in 2024

In the 1970s, Toyota saw Southeast Asia as a steadily developing region and expected mobility needs to increase. Alongside the Corolla for private use, there was also growing demand for light commercial vehicles, especially for agriculture and industries.

This led the carmaker to develop a multi-purpose vehicle which would be suitable for the conditions of the Southeast Asian countries. Taking into account their economic positions then, the vehicles were built to be cheap to build locally to make their affordable, and durable as well as reliable as they would be used for a long time.

The multi-purpose vehicle had different names in different countries – Kijang in Indonesia (where it became almost like a ‘national car’), Tamaraw in the Philippines (where there was a jeepney version.) It was also offered in Vietnam and Taiwan as the Zace, India as the Qualis and Papua New Guinea as the Traka.

The model, in its fourth generation, was introduced in Malaysia as the Unser. Its launch in 1997, just as the Asian Economic Crisis was starting, was timely as it was a low-cost MPV and became popular during those economically challenging times in the market.

The IMV program
Almost 30 years after the original Toyota multi-purpose vehicle was introduced, Toyota would again come out with a new series of models under its Innovative International Multi-purpose Vehicle program, more commonly known as ‘IMV’.

This consisted of a pick-up truck (Hilux), MPV (Innova) and SUV (Fortuner) which used common parts and engineering, and was meant for developing markets. It was a project almost on the scale of the Lexus project as it was intended to move development and production of certain products out of Japan to overseas locations.

The original multi-purpose vehicle has continued to this day, evolving with changing times and the availability of new technologies. In Indonesia and the Philippines, in particular, the model has held a strong position in the markets for decades.

Basic Utility Vehicle
In the Philippines, as the Tamaraw (the Tagalog name for a small sturdily built buffalo native to Mindoro Island), the model was considered a BUV (Basic Utility Vehicle). In the development of the Tamaraw, Toyota made comprehensive studies in the Philippines of the transport situation, government policies, consumer buying preferences, and of other aspects of the Philippine automobile market.

This was to ensure the vehicle would meet the market’s requirements as closely as possible. For this market, a jeepney version was developed which was like a minibus, able to carry up to 15 passengers. While the Kijang in Indonesia focussed on being an MPV, a second version in the form of a pick-up truck was offered in the Philippines.

The first Toyota car museum in Southeast Asia

In the 47 years since the Tamaraw was introduced, it was continuously improved. However, by the 2000s, it was discontinued when the IMV models were introduced. Its role as a people-carrier was taken over by the Innova while the Hilux became Toyota’s pick-up representative.

Tamaraw to revived in 2024
Recently, at the 35th anniversary celebration of Toyota Motor Philippines (TMP), the Tamaraw name was heard again. TMP unveiled a Toyota Next Generation Tamaraw as a ‘Toyota Mobility Light Commercial Vehicle’ concept.

It will be the basis of a new model which aims to provide a more suitable and affordable option for Filipino entrepreneurs. Said to captures the heart and essence of the iconic Tamaraw FX, it has added versatility and efficiency. It will be a significant platform for TMP to increase local parts production, technology transfer, creating jobs, up-skilling workers, and provide a better quality of life for Filipinos.

The introduction of the light commercial vehicle line will help sustain TMP’s production operations, while localization of the model will also allow TMP to respond to the specific conversion requirements and specialized needs of customers.

“I truly believe this is a product that can enhance the quality of life for many people and provide new economic opportunities,” said Toyota Motor Corporation Chairman, Akio Toyoda, at the unveiling of concept model. “At Toyota, we believe people come first. We believe in building cars to serve the real-life needs of our customers.”

“I’m very proud of the fact, that in 2024, for the first time ever, IMV vehicles such as the Next Generation Tamaraw, will be produced as  right here in the Philippines at our Santa Rosa plant. This represents an additional investment by Toyota of P4.4 billion (about RM316 million),” he added.

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