Toyota Innova: The Filipino everyman’s MPV

PRESENTING the New Innova at the Boracay Eco-Village Resort are (from left) Toyota Motor Philippines EVP Yuji Goto, president Michinobu Sugata, Toyota product planning assistant engineer Osamu Tomioka, SVP for marketing Santos Guerrero and first VP for marketing Raymond Rodriguez

When Filipinos love someone or something, expect them to express it in sheer numbers.

It’s considered the country’s best-selling commercial vehicle and the most successful multipurpose vehicle in local automotive history. For the more than 70,000 owners, the Toyota Innova has also been a statement of style as well as their mobility. The Innova has, since its introduction in the Philippines in 2005, been considered the everyman’s Previa. And that is by all means a compliment, referring more to the high-end style of the pricey Previa family van transplanted to a much more affordable (and hardier) package that fits more the Pinoy lifestyle.

For Toyota Motor Philippines, so used to seeing stratospheric sales figures churned out by its vehicle brands, the Innova’s market performance has been considered nothing short of phenomenal. As a testament to the demand for the Innova, every 16.7 minutes a newly assembled Innova rolls out the gates of Toyota Motor Philippines plant.

The Innova has been critically acclaimed, as well, once becoming Car of the Year Philippines for value for money and entry-level MPV categories.

Evolved from the Revo

Seven years ago, the Asian utility vehicle category of Toyota was in the crossroads. As TMP was about to cease production of its bestseller Revo, a new MPV was planned to take its place. Surprisingly, when Innova came into the picture, the resulting market demographics specific to the Revo underwent a marked change. Market studies showed that 90 percent of Innova owners were university graduates or college-level students; only 77 percent of Revo buyers were university graduates. Furthermore, 34 percent of Innova buyers were employed at managerial levels, while only 13 percent of Revo buyers were on the same employment level.

Michinobu Sugata, Toyota Motor Philippines president, said during last week’s launch of the new, redesigned Innova that the vehicle became an instant favorite “for its versatility that has attracted a wider area of the market.

“This is one of the reasons it has become the commercial vehicle of choice for Filipino families across the country. It has held the No. 1 position in the AUV segment since it was introduced to the Philippine market seven years ago. This is a true sign that Filipino customers have come to love the Innova because of its Sure Advantages over the competition. Last year, the Toyota Innova continued to be the second-best-selling vehicle in the market after our Toyota Vios. The Toyota Innova was an intergral component of TMP’s thrust in achieving our 10th consecutive Triple Crown. Although this is the case, we at Toyota understand that our customers have evolving needs. This is why we are offering the Innova’s best version yet.”

The New Innova is designed to further raise its level in the Multi-Purpose Vehicle category. Still carried on the highly successful IMV [Innovative International Multi-purpose Vehicle] platform, the New Innova is given a bolder look with newly designed front and rear fascia. Its new front grille exudes a wider and more aggressive stance that conveys a stronger image. In addition, the vehicle’s interior has been updated to create a more elegant feel to ensure a more enjoyable riding experience. The new Innova also features the riding comfort of a passenger car coupled with the performance and security of a sport utility vehicle. These new features, together with the value for money that the Innova is known for, make this an even more formidable addition to the Toyota product line up.

Sugata stressed that each Innova goes through the “tried and tested Toyota quality production process.”

“Being produced in our Sta. Rosa plant, I am proud to say that this new model is manufactured by the Filipino for the Filipino. Everyone’s joint efforts have ensured that this vehicle is targeted specifically to address the demand of every Filipino people as an affordable and all-around vehicle.”

The 2012 Innova starts at P813,000 for the 2.0-liter gasoline J manual transmission variant, and goes up to P1.235 million for the 2.5-liter diesel V automatic with the white pearl paint option.