Toyota PH pledges P4.4 billion to resurrect Tamaraw nameplate

An icon of Philippine motoring will be staging a comeback soon, as Toyota Motor Philippines (TMP) has reportedly committed a Php 4.4-billion investment to revive the Tamaraw. 

The famed Toyota Tamaraw could be revived with a return to its utilitarian roots

The news was announced by TMP President Atsuhiro Okamoto as reported by OneNews.ph, adding that the company has signed a letter of intent with the Philippine government on Friday, February 10. 

He said that the investment will go towards the production of light commercial vehicles (LCVs), internally called the Innovative International Multipurpose Vehicle-zero or IMV-0 project.  “It’s the new generation Tamaraw project,” Okamoto notes, adding that production will be at TMP’s facilities in Santa Rosa, Laguna.    

If the term sounds familiar, IMV refers to the platform that underpins the current Philippine releases of the Innova MPV, Fortuner midsize SUV, and Hilux midsize pickup. Okamoto explained that the IMV-0 project aims to provide a more budget-friendly alternative for local micro, small, and medium industries (MSMEs). 

“The current Hilux, the price position is a little bit higher, so we need to introduce more affordable commercial vehicles for MSMEs,” Okamoto said. “We will integrate service with productivity, we will provide such mobility, total mobility solutions to customers.” 

TMP's success with the Tamaraw spawned derivatives such as the Tamaraw FX and FX Revo (pictured) 

He adds that the new Tamaraw will still be powered by a diesel engine like its predecessor, albeit a better and cleaner one, and that the company is exploring modifications to the vehicle’s power delivery to address emissions concerns. Toyota is currently banking on several options apart from electrification to reduce emissions, including the use of hydrogen fuels.  

President Ferdinand Marcos Jr. lauded TMP’s plan to bring back the Tamaraw model. “It is very interesting to hear your new plans for the Philippines and it’s very much in alignment with what we’re trying to do,” he said as he addressed Toyota executives in a meeting, adding that the government is looking to acquire a Toyota model for military use.  

The new Tamaraw will likely serve as a companion model to the current gasoline-powered Lite Ace built in Indonesia, itself recently revived as a line of LCVs for the Philippine market. According to unnamed sources, TMP is still studying the option of commencing local Lite Ace production by 2024, especially given the exceptionally high demand for the model.       

Toyota could offer the new Tamaraw side by side with the current Lite Ace for MSMEs 

If the automaker proceeds with assembling both the Lite Ace and Tamaraw for the local market, this could fulfill the government’s requirement in granting TMP’s request of a three-year extension of its benefits under the Comprehensive Automotive Resurgence Strategy or CARS program. At present, Toyota participates in the program through the production of the Vios subcompact sedan.      

The Tamaraw was originally introduced as a pickup in the Philippine market in 1976, when Toyota was struggling with protectionist tariffs imposed by the U.S. However, the model proved successful enough to be relaunched under different names and configurations throughout Asia, such as the Kijang in Indonesia, Zace in Vietnam, and Qualis in India. 

TMP reintroduced the Kijang as the Tamaraw FX in the early 90s, eventually finding favor among fleet transport operators while spawning upmarket versions in the form of the Revo series. The Tamaraw FX and Revo lines were discontinued in 2000, to be replaced by the Innova MPV five years later.  

Find out about more returning automotive nameplates at Philkotse.com.