New challengers and established brands may have experienced record-highs (and lows) in terms of sales, but Toyota Motor Philippines has further cemented its status as the industry leader in 2025.

The Japanese automaker has posted a new record in terms of sales with a total of 229,447 units sold in 2025, beating last year’s record of 218,019 vehicles. The number combines the vehicles sold by Toyota and Lexus, representing a 5.2% increase compared to last year.

Likewise, Toyota also achieved record numbers in terms of local manufacturing. The Toyota Motor Philippines plant in Sta. Rosa, Laguna was able to make 63,802 combined units of the Vios, Innova, and the next-generation Tamaraw, beating the previous record in 2017 which was 61,972 units. This is based on the 2025 sales, production, and export results available on the global Toyota website.

That said, Toyota is not resting on its laurels for 2026, as they've surprised us by revealing their upcoming model launches for the year. Those include the Urban Cruiser EV, the all-new RAV4, and hard-hitters such as the Land Cruiser 300 Hybrid, the Land Cruiser FJ, and the all-new Hilux.

It's not everyday that TMP does these, as they usually keep model launches close to their hearts. The change in approach however was quickly answered by one of TMP's top executives, saying they "want to connect more with customers and show them what we have coming".

It's a strong statement indeed from the industry leader. Based on this strategy and TMP's upcoming models for 2026, it looks like the number 1 status may not be challenged anytime soon. 

The way we see it they have two challenges: the economy, and a surging BYD. Let's see what happens in 2026.