18/10/2026
BUILT BY PINOYS, BACKED BY JAPAN: THE TAMARAW MPUV IS READY TO ROLL
Road Talk by Tessa R. Salazar
A brother of mine has worked as an aircraft engineer in several foreign countries for the past 34 years. His work ethic in the aviation industry has always been impeccable. He handles the Airbus 330, Airbus 350, Boeing 777, and Boeing 787 in the Middle East, the United States, United Kingdom, and currently in Australia, where he is based with his family.
He always told me that Filipino aircraft mechanics are some of the most meticulous he has worked with. He said there’s peace of mind knowing Filipinos are part of the team.
I can sense it’s the same with Filipino automobile mechanics, as they are skilled and sought-after. So, it’s not surprising to read stories of Filipinos winning in regional or global skills Olympics.
If Pinoys can do wonders abroad, imagine what they can do in their home court. As expected, that’s what I saw last Tuesday when I visited the Toyota Motor Philippines (TMP) manufacturing plant and headquarters in Santa Rosa City, Laguna, for a sneak peek of the modern public utility vehicle (MPUV) variant of the Tamaraw.
We were ushered in by TMP executives, along with guests from the Embassy of Japan, national and local government officials of Santa Rosa, Laguna, and transport group leaders for an exclusive preview of the brand-new conversion of the next-generation Toyota Tamaraw. Back in 2023, the first-ever prototype for the Toyota Tamaraw PUV was unveiled by Toyota Motor Corp Chairman Akio Toyoda. Three years on, the Toyota Tamaraw MPUV is set to hit the country’s roads. Earlier this year, the Tamaraw was granted “Modern PUV” certification by the Department of Transportation (DOTr). TMP said it listened closely to the voices of local government units (LGUs), transport cooperatives, operators, and government agencies; their collective feedback led to the creation of this next-generation MPUV.
There was a brief tour of the plant. We were taken inside a facility where the Tamaraw is constructed, or a specific portion of the unit is assembled. One of the advantages of being produced inside the Toyota facility in Santa Rosa is the fact that Filipino workers are able to leverage their knowledge and skills in vehicle mass production. Producing the Tamaraw locally also helps protect the domestic auto industry and ensure job security.
We were also told that through local conversion, the Tamaraw honors its legacy and is positioned to be a true national car—one promised to be durable and cost-competitive. The initial, introductory monthly production target for the MPUV is set at 15 units (though it’s worth noting there are several other Tamaraw configurations, and TMP’s total conversion factory capacity for the entire lineup stands at 100 units).
Because the Tamaraw is mass-produced, it is accessible to independent owners, transport operators, and commuting businesses alike. At the plant, we learned that the Tamaraw boasts several historic milestones. This is the first time TMP has performed vehicle conversion in the Philippines. It is also a global first for Toyota: Having an affiliate with in-house conversion capabilities. As one of my sources told me, “the rest of the world is having it outsourced.”
So, hats off to TMP, as this has never been done in any other affiliate. The manufacturing plant team told us this was the first time they handled vehicle development and design in-house. It marks a TMP-led new model project, a first-time local production preparation, a first-time collaboration with new mass-production suppliers, and a first-time optimization of quality for a Philippines-only model.
The next-generation Toyota Tamaraw was first launched in 2024. Since then, it has become a staple for many businesses across the country. Backed by Toyota’s proven QDR (quality, durability, and reliability) and after-sales service, customers have found countless uses for the vehicle beyond its intended role as a workhorse.
TMP president Masando Hashimoto told the crowd: “The Tamaraw is a workhorse—and a racehorse. It supports livelihoods, serves communities, and gives people something to cheer for. Today, we add an important missing piece: A jeepney. By becoming part of everyday public transportation, the Tamaraw becomes a true national car—a vehicle for all Filipinos. Through the Tamaraw MPUV, let us bring our strengths together to make everyday life better—for commuters, transport operators, and communities. That is how we want to contribute to the Philippines: By delivering something people can use, depend on, and truly value in their daily lives.”
Japanese Ambassador to the Philippines Katsuro Kitagawa said in his speech: “Since 2024, Toyota has been producing the Tamaraw here in the Philippines. The name ‘Tamaraw’ resonates with many as a symbol of Filipino strength and resilience. Today is an important day as the jeepney-style Tamaraw is being launched. The jeepney is more than a vehicle. Across generations, it has been indispensable to the daily mobility of the Filipino people, carrying workers to their workplaces, students to their schools, and families to their loved ones. And it is a part of the nation’s cultural identity. This year, we mark the 70th anniversary of the normalization of Japan–Philippines relations. In this commemorative year, I’m truly pleased to witness a Japanese company producing a vehicle so emblematic of the Philippines, and to see that it will continue to contribute to this country’s mobility and inclusive growth. This embodies the spirit of our partnership: Mutual respect and the joint creation of solutions that improve people’s lives.”
Mark Steven Pastor, Senior Undersecretary for Road Transport and Infrastructure of the Department of Transportation, said: “Secretary Giovanni ‘Bong’ Lopez has ordered us at the department to partner with the private sector and invest in projects such as the modernization of land transportation systems that will move more people and alleviate traffic in urban areas. Today, we have proven once again our commitment to modernizing mobility as we officially launch the new Tamaraw Modern PUV. This event was not made overnight. It took a few years for the department to appreciate the need for a new modern vehicle that will provide support to our public transportation system. In fact, I told Chairman Ty earlier that we met during the pandemic and precisely discussed this particular mode of transportation, and particularly the development of the Tamaraw not only for the market, but also to manufacture the same in the country. With its official certification as a Modern PUV, the public can be confident that it fully meets every standard required to serve our commuters safely and efficiently. The DOTr hopes that we can replicate this to encourage our PUV operators, such as Ka Obet Martin, and drivers to modernize their vehicles to ensure the efficiency of service and safety of our commuters.”
Transport leader Obet Martin, national president of Pasang Masda, told the crowd: “A lot of providers from China gave our colleagues in the livelihood a great disappointment. The downtime on the units they ordered—there are no service centers. That is one major issue affecting our cooperative members and corporations. Unlike Toyota—direct. Anywhere in the Philippines, there’s a service center. Parts availability. As I said, it feels like even pharmacies sell Toyota parts! Even neighborhood sari-sari stores seem to carry them. Look beside you, they’re everywhere. That’s why with this launch of Toyota, I commend it because the services are here: after-sales service, parts availability, and a well-built vehicle that truly, as the name implies, is a Toyota. We know that brand well. We’ve been using it since the 1970s. We all used Toyota FXs back then.”
Following the preview at Toyota’s manufacturing plant, the Tamaraw MPUV is set for its public debut at the upcoming 2026 Philippine International Truck Show (PITS) on Oct. 22–24 at the SMX Convention Center in Pasay City. The Tamaraw MPUV will be on display alongside many other Tamaraw conversion units, giving the public a chance to see and test-drive the different configurations firsthand.