Toyota to open showroom in Tacloban City

CEBU CITY — The robust and stable performance of the local economy, which created positive impact in the automotive industry, have encouraged Toyota Motors Philippines (TMP) to open a showroom complex in Tacloban City.

Jose Cuenco, president of Toyota Cebu City, Inc., said the proposed facility would house a state-of-the-art vehicle showroom, innovative new vehicle delivery services and a new office.

“We have already signified our interest three years ago. We have already scouted Eastern Visayas region and we visited Tacloban and Ormoc cities many times in the past,” Cuenco told Leyte Samar Daily Express at the sideline of the first regional Toyota caravan at the Cebu Business Park in Cebu City.

“Three years ago, Toyota told us that it is not yet feasible to open a dealership, but I guess, as a center of Region 8, Tacloban may now be ready. Hopefully, upon their (TMP) approval, we can start the dealership in Tacloban,” Cuenco added.

At present, Toyota vehicles are sold in Eastern Visayas by Toyota Cebu through its marketing arms based in Tacloban and Ormoc cities; Calbayog City and Catbalogan, Samar; and Maasin City, Southern Leyte.

Meanwhile, Mitchell Navallo, group regional manager for Eastern Visayas said Region 8’s Visayas’ sales trend for Toyota vehicles has been up for the past three years.

“As of November 2010, we have released more than 200 units in Eastern Visayas. Market is relatively high in Ormoc and Tacloban cities and Palo town, all in Leyte. We also see high potential market for Isabel and Palompon towns in Leyte and Biliran province,” Navallo added.

Navallo admitted the lack of dealership facility in Eastern Visayas is disadvantageous to their targeted sales but said house-to-house marketing and advertising helped them a lot in bringing up car sales.

Apart from its project in Tacloban City, Toyota Cebu City, Inc. will be opening a one-hectare full service facility at the reclamation area in Cebu City.

The three-storey complex will have a showroom, paint and body facility and service areas which will be completed in 18 months.

The opening of a new facility is an offshoot of making up Toyota Cebu 31.1% of the market share in Central Visayas. (REYAN L. ARINTO)

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