Toyota Motor PH president's love affair with the 86

By Patrick Everett Tadeo

TopGear.com.ph Philippine Car News - The President and the 86

We all remember our firsts. You know what we're talking about: first love, first kiss, first heartbreak. For gearheads, it's the first car we drove and the first car we owned. And for Toyota Motor Philippines president Michinobu Sugata, his first car remains unforgettable: a Toyota AE86.

Call it fate but Sugata acquired his AE86 shortly after he joined Toyota Motor Corporation as a new college graduate in 1983, the very same year the now-iconic model first rolled off the Japanese carmaker's assembly line.

For six years, Sugata says he "was totally fascinated by the 86." Familial responsibilities, however, saw him selling his 86 after he got married in 1989.

"It wasn't too long after that I felt sorry for selling my beloved AE86," Sugata reminisces. "It was as if a part of me had died."

Fast-forward to the Tokyo Motor Show last year in which the production version of the AE86's spiritual successor--the simply-named Toyota 86--was launched, and Sugata found himself once again drawn to the small, lightweight coupe. Picture the scene in the Disney-Pixar animated film Ratatouille where one character instantly recalled his mother's cooking after he took a bite of the food that was served on his table; that was almost how Sugata felt when he first saw the modern 86.

"It was as if I was able to meet my loved one once again after 22 years," Sugata recalls. "She has become more beautiful and sexy than she was more than two decades ago, and I felt that she was whispering to me, 'Do you want to have fun and drive me again?'"

Don't think though that just because Sugata belongs to the upper echelon of Toyota's corporate hierarchy that it'll be easy for him to get his hands on an 86. Much like everyone else, Sugata will also have to wait for his 86 in his home country.

"The demand for the 86 is so high that I, too, will also have to wait for my own 86 in Japan," Sugata shares. "After all, we have to serve our customers first."

So, if you're having second thoughts about placing an order for the 86 considering that it's sold out locally for the year...don't. Because keeping you company is the big boss of Toyota's Philippine subsidiary. And to be quite honest, we don't think Sugata-san is just saying all of this for the sake of PR. We truly feel his desire to get a unit right now, but we also believe him when he says he will have to fall in line just like everyone else.

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  • jayzeter19 11 months ago
    Well the only problem in our country is this... TMP allow LINE CUTTERS.. even if you have already reserved for one and your in a line, another guy w/ the CASH will just cut through and buy the unit you reserve..

    another prob is this... TMP advertises the 86 so much and even accepted reservations knowing it's only limited and no more units left.
    • jayzeter19 11 months ago
      or so could VIP's... there's no such thing as called justice in our country nowadays -_-
    • hajabah 11 months ago
      true that... happened when I relative of mine was going to buy a Prius C not too long ago.
      • jayzeter19 11 months ago
        my brother was saddened when he heard about the news that the 86's "80 units" are sold out.
        so we made the decision to buy either the 2.0T GenCoupe/Veloster being sold & AVAILABLE in the Gray market -_- (Well. no unit/production problems for this market)

        This is really the problem for toyota. It advertises its product drastically but when the day of the launch came. There are no more units available and have been sold out and those who gotten already their reservations were just Line cutted by so called VIP's.

        So this falls in favor for the Grey Markets w/c is now offering more enticing cars than the usual CASAS.

        • Stephmeister101 11 months ago
          I am so disappointed with Toyota knowing that a huge car company like them couldn't provide enough cars for their customers. I don't see Hyundai having the same problem even if their cars are also INTERNATIONALLY demanded and knowing that they used to have fewer factories than Toyota
  • bruce 11 months ago
    Nice PR act!
  • bongski 11 months ago
    Another 86 story.
    So when the next wave of 86 will come??????
    • jayzeter19 11 months ago
      1st/2nd quarter of 2013
      • njb1216 11 months ago
        Weird though, some dealerships actually have showroom models. I mean, why get units as showroom models when you are already sold out for the year? They should have just sold those units allocated as showroom models.
  • jesslink 11 months ago
    well...dito sa pilipinas...lamang ang nasa posisyon kaysa nakapwesto...
  • marcha77 11 months ago
    The reason why Toyota launched the 86 early is to preempt the launching oh the new Genesis Coupe. There is no such thing as a limited edition model for Toyota. The actual delivery of the 86 units will begin next year pa.
    • marcha77 11 months ago
      Sorry it's supposed to be ... Limited production .... Not limited edition
  • njb1216 11 months ago
    "So, if you're having second thoughts about placing an order for the 86 considering that it's sold out locally for the year...don't."

    Mr. Tadeo, as per my sales agent, they are actually refunding current reservations. And currently not accepting new reservations. You have to take that information with a grain of salt though because I haven't refunded my reservation in fear of losing my position in the "queue" (if they really are keeping a fair queue).
  • GTi 11 months ago
    This will be a VERY big opportunity for Toyota 86 grey market importers. If they are able to match Toyota's pricing, or even be more expensive by a little bit, they would be filthy rich in no time... And all the while Toyota doesn't have a single unit to sell... ^0^ And then again, Hyundai will be benefiting quite a lot from this hype since many who are in the market and urgently need or want a car, would just go to the next best option instead. And that option happens to be the Hyundai Genesis Coupe.
  • Feeter Silverster 11 months ago
    PR style lang pala ang lahat.
  • mindkinetic 11 months ago
    i feel otherwise , the more elusive a buy is the better. exclusivity so to speak. it's tantamount to courting the lady of your dreams, it takes time, patience and ardent desire to prove your worth. this is what i feel right now. i'll wait for the 86 till i reach my cue. the good thing about waiting is that you still have more time to be your money ahahahaha, or extra time to earn more for the price of your buy hehehe.
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