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How do you introduce an automotive product that has become a mainstay on Philippine roads in just a decade? Do you fly media and dealers to a serene island province for a change of setting? Do you hire a famous performing artist to provide the entertainment? Or do you just stage an elaborate introduction, complete with a dazzling light show and a revolving stage?
Rather than choose among the options, Toyota Motor Philippines decided to just do all of the above. At the Belleveue Resort in Bohol, TMP presented the all-new Innova with all the flair that a popular vehicle model deserves. The MPV’s chief engineer, Hiroki Nakajima of Toyota Motor Corporation’s product planning group, emphasized how much they improved the quality, reliability and durability of the new Innova. He also added that rigidity has been improved to create a better ride.
Then as a surprise, Gary Valenciano came out onstage and performed his memorable hits. The 51-year-old musician showed us that the only thing he’s forgotten over the years is how to age.
Sometimes we wonder if all this effort is worth it. The Innova will most likely sell well even if it’s launched in Metro Manila without much fanfare. But it’s not Toyota’s way. There’s a process to how it operates--from how it reveals products, to how it takes care of them decades after we buy them.
Next month, the Innova will be available for purchase from the dealerships. We have a feeling its initial sales will be just like its launch: Buyers won’t consider the options...they’ll just take the plunge.