News

Did Toyota Motor PH do a bad job of overhyping the 86 coupe?

By Vernon B. Sarne —

Toyota 86 overhype?

We have to admit that Toyota Motor Philippines has done a swell job of promoting the new 86 sports coupe. So much so that hundreds of eager buyers are falling in line and giving reservation fees just for a chance to drive home the hottest car on the market right now. Even before the formal launch, TMP had already been teasing the public with "a sightings motorcade" and even a website dedicated solely to the car.

Well and good--except it turns out TMP can't actually serve the demand. In fact, the company can only bring in a total of 77 units for the year, which, of course, have all been quickly sold out. So now people are getting frustrated and disappointed--angry, even. What's the point, they ask, of launching a full-scale marketing campaign for a car if there is no ample supply to begin with?

When we posted a story yesterday about TMP presidentMichinobu Sugata having to line up himself for a unit of the 86, we got a pointed message from an industry insider who requested anonymity if we are to quote him.

"No Toyota salesman--or marketing professional, as they are called--is allowed to accept any reservation fees from any customer because of the limited availability," said the insider. "Doing so will get him or her fired.TMP knew they could only get this much 86 supply for the year, and that the rest will arrive first quarter next year."

The insider added: "Toyota will use the 86 as a branding tool to inject excitement back into the brand. They know they're facing a huge challenge from Hyundai, and they will pull out all the stops to get back into the groove. Unfortunately, the Philippines will always be at the bottom of the priority list as far as unit allocation is concerned due to the smallness of our market."

As for our story about the TMP president himself having to patiently wait for his own 86 unit, the insider said: "What Sugata-san is saying is all just PR stuff."

Finally, the insider ended his letter with this: "Look for Toyota to hike the 86's pricing by a minimum of 10 percent for the next batch of orders."

The man seemed to know what he was talking about. But to be fair to Toyota, we don't think the carmaker intended to deceive the market. If anything, we honestly believe that the company itself was surprised--if not overwhelmed--by the market response to the 86. Even we here at Top Gear--in all our years of covering the motoring beat--have not seen this kind of craze generated by a new car. This is just...crazy.

Time to adjust unit allocation and sales projection then.

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  • Kinglanevo3 11 months ago
     
    "Unfortunately, the Philippines will always be at the bottom of the priority list as far as unit allocation is concerned due to the smallness of our market."

    This sums it all up. My friend who migrated in the states says that they still have a huge supply of their equivalent of the 86; the Scion FS-R
       
  • Stephmeister101 11 months ago
     
    "What Sugata-san is saying is all just PR stuff."

    Fuq dat shit... People are gonna be so disappointed with Toyota. They just made Hyundai richer by doing that...
       
  • markdejesus76 11 months ago
     
    Maybe it's just us who overhyped the 86. If we would remember what Ford said, Philippines only has a small automotive market. Don't expect too much.
       
    • GotToRead 11 months ago
       
      That's the point of the 86, bring back the excitement and fun in driving Toyota. So "overhyping" is not a problem, as you can see Filipino costumers are really interested about this kind of stuffs, legit sports cars in an affordable price. Sorry Toyota, not a Hyundai fan here but yeah I think they got you on this.
         
      • markdejesus76 11 months ago
         
        Well, too bad for Toyota miscalculating the supply. But I think it's worth the wait. Even other countries like UK has limited supply of 86 so I don't think Toyota are underestimating Filipinos. Let's just wait and see how things will span out.

        And for the Genesis, that's one heck of a car. A bargain. :)
           
        • GotToRead 11 months ago
           
          Toyota miscalculated it, sure, I agree but having a 10% price hike for the second wave is really unjust for me, I think they played the sell-the-same-car-with-a-10%-price-hike very well.
             
          • markdejesus76 11 months ago
             
            I don't think they'll do that knowing that in Ph market, at that price the Genesis will nail the 86.
               
            • GotToRead 11 months ago
               
              We'll see, we'll see...specs wise, I'll go for the Genesis but I think they're using their advantage to us, they know that Filipinos are somewhat biased, they will oftentimes choose a Japanese car over a Korean even if the Korean car is slightly better.
                 
          • njb1216 11 months ago
             
            Dude they DID NOT miscalculate it. Who buy that load of crap? Why do they have units as SHOWROOM MODELS and not have the inventory until 2013?!

            If you ask me, I will sell each and every unit available, now that supplies are scarce. Do you see limited production cars like these getting test driven? NO! because the inventory is reserved for SALE and they cannot afford to allocate a model unit even each casa. It is, if I may remind you, limited! That's why you don't allocate units for some publicity stint driving around the metro.

            Kung barya nalang ba pera mo wawaldasin mo pa ng ganun ganun lang?


            I'm not st*p*d enough to believe TMP's excuse. They are clearly manipulating the availability, along with the initial backlash of the market, by screwing all the early reservations. I hope that this backfires on them with their company's image.
               
            • markdejesus76 11 months ago
               
              Edi hindi nga limited. Edi nagkamali nga ng calculation.
                 
              • njb1216 11 months ago
                 
                Edi hindi nga limited? Dude in one of your comments on this thread you just said "Even other countires like UK has LIMITED SUPPLY of 86" It's in limited production!
                   
                • GotToRead 11 months ago
                   
                  HAHAHAHA baka nalito lang sya brad, limited production is different from limited supply. :))
                     
            • markdejesus76 11 months ago
               
              First, limited production would easily make the car expensive due to the purpose of exclusivity and world wide rarity. If this is the case, then 86 won't be on track of its objective.

              Second, limited allocation is what i'm telling here. Subaru manufacturing plant can't produce enough for the world demand and here we are, a small automotive market, demanding as if we are on top of the chain market. Patience and konting reasoning.

              Third, TMP may look like they have misled buyers, but is it TMP who solely decide how many units to be brought here considering the worldwide demand? No.

              The car itself is not limited. The allocation is.
                 
  • bongski 11 months ago
     
    Time to adjust unit allocation and sales projection then. WHEN...????

    The time is now as the frustrated buyers will shift to the new GC or BRZ when its arrive early next year.
       
    • eX-Driver 11 months ago
       
      the brz is technically just the same car as the 86 with some minor differences... expect it to have much less units than the 86 plus it would cost like 2 million bucks... for practically the same car!
         
    • hajabah 11 months ago
       
      The BRZ and the 86 are built in the same factory, aren't they? So the supply issues might be similar... I understand the switch to the BRZ but my worry is that it'll run out just as quickly as the 86. :(
         
  • ashek268 11 months ago
     
    So whats new TG? Why not do a better story instead of fueling negative sentiments? This does'nt help the situation.
       
  • jesslink 11 months ago
     
    TMP execs are now laughing!! Eat your heart out!!
       
  • Allain 11 months ago
     
    Hahaha!10% increase for the next batch!Ayan na lumalabas na ang tunay na kulay ng TMP!
       
    • Feeter Silverster 11 months ago
       
      Sa interior pa lang ng Philippine version ng Toyota 86 mukha naman tinitipid na agad nila ang specs eh.
         
      • njb1216 11 months ago
         
        Obviously, it's all about the *kaching-kaching*

        I hate reading about the "falling in line" thing. DUDE THERE WAS NO LINE! What a waste of effort.. that not respecting the line mentality is just typical Filipino, and TMP just showed what they are!


        Toyota did well with the marketing of the 86, and this MIGHT be part of it. 10% inc? LOL. If you compute that is around 155k THAT IS BASICALLY A RIPOFF for the same car that you would buy today, BUT YOU CAN'T because they did unethical business practices by allocating the cars to their preferred clients(VIPs)!
           
        • GotToRead 11 months ago
           
          I agree! Haha! It's all about the money LOL!
             
        • Troy 11 months ago
           
          I agree. Nalagyan Lang sila ng mga VIP e.
             
    • Troy 11 months ago
       
      Tama ka dyan sir.
         
  • red.santiago 11 months ago
     
    I honestly think they did. They knew all along that they had very limited stocks but they marketed the car so aggressively that people believed that they can get their hands on this model from TMPI. Then they'd be jacking the prices up for the next batch of orders. Clearly, this is a marketing scheme that can cause them to lose clients. Motor Image Pilipinas has been politely declining reservations although they knew that they'll be bringing the BR-Z next year. They are setting their clients' expectations right, unlike TMPI.

    Well, people have the option to get their units instead from Subaru or those car importers that sells the Scion FS-R here. I saw one along Tomas Morato the other day, I just don't know how much they are selling the units that they have.
       
    • Kinglanevo3 11 months ago
       
      "They are setting their clients' expectations right, unlike TMPI."

      Agreed,TMPI needs to learn from this and I hope the "86 fiasco" is what sets them straight.
         
    • Stephmeister101 11 months ago
       
      I inquired about the FR-S and they priced it at 2.3m that is the middle variant (AT but no leather seats and bodykits) dunno if they lowered the price
         
  • 17Sphynx17 11 months ago
     
    Personally for me, I don't think i was "badly done".

    I mean, what is the car we are talking about? It's not your regular daily driver nor is it a people carrier you would normally expect to purchase right?

    So what was the marketing for? As mentioned in the article, it is for re-imaging of the brand of Toyota, hence, the effort put into it clearly shows how much this matters.

    Second, what is the purpose of marketing for those of us who are somewhat updated already? It just basically expands on the target market that wouldn't have otherwise known of this toyota without those campaigns/publicity stunts.

    Take into account the issue before with the Sta Fe/Fortuner, these were daily drivers and family cars yet people still waited 3 months or more for them. Why not blast them then? This car is not a necessity for purchase and merely an "I WANT ONE" car, not "I NEED ONE" car. So I see no problem in waiting for it if you really want it, you waited for those SUVs anyway right?

    As with the issue with accepting reservation money yet not receiving it, I think that was a dealer's decision not really the company itself. So fault the dealer of TMP but not Toyota per se.

    Cheers!
        4
    • Stephmeister101 11 months ago
       
      If Hyundai can meet the demand of all Genesis buyers around the world, why can't they?? Well they have better technology but still they should have been prepared with all the orders around the world. They priced it very competitively so it's obvious so many people would buy it, they should have seen it coming. Hyundai has been busy with all the orders of the new Veloster turbo and the new Genesis coupe but it doesn't take them that long to give you your vehicle
         
      • 17Sphynx17 11 months ago
         
        Wait, are you pertaining to the Philippine Market? Last I heard, these vehicles you mentioned were not even being distributed by the official distributor HARI. So I would advice you to draw a parallel first.

        Second, my example was clear in that in the past when the Fortuner and Sta Fe were new and demand was high, the line for those vehicles was long and the waiting period sometimes stretched from 3 to 6 months (the longest I ever heard).

        So you have to know where you are standing when you make the argument. We are all aware of what the Philippine market is on a global scale in the automotive world, this is even reflected in the availability in major spare parts for Korean brands which have trouble keeping up with the demand on a global scale which is why the waiting period for parts alone can sometimes start from 3 weeks or more if it is major like turbos or suspension components.

        I don't think there is really an alternative recourse here anyway. This car is not an EVERYDAY CAR, A FAMILY CAR nor is it a UTILITY CAR. As such, production will most likely be limited from the get-go. It does not justify expanding to multiple plants like what they do for the IMV platform and the like because those are aimed towards a broader and wider target market so the need for inventory to be present will exist as demand will be present in one way shape or form.
           
    • markdejesus76 11 months ago
       
      I support this comment. :)
         
  • mindkinetic 11 months ago
     
    i dont think that toyota expected so much orders for the 86. that's the reason why when orders started piling up they can no longer cope with the demand. there has never been in the country's automotive history that COUPE such as the 86 can command such cumbrous orders. case in point , the market is inconsistent. to much hyping? i don't think so. the only marketing stunts made we're via internet, motorcade, and selected events. in fact mass media has not been part of the marketing agenda yet. no tv advertisement, no page ads ( via broadsheet ) , no billboards , no endorsers, samantalang ang brz may tv advertisement na sa cable channel. i bet even toyota is heavily surprised with the events.
        3
    • maranello_5775 11 months ago
       
      Sir may billboard po ang toyota 86 along nlex and if I remember it properly, Toyota occupied the center spread of some broadsheets during the launch of the car
         
    • Stephmeister101 11 months ago
       
      they advertised via newspapers and broadsheets
         
    • eX-Driver 11 months ago
       
      well...most car guys of this generation dont really watch tv or read broadsheets.all the car nuts are on the net so hyping it up on the net an all online media is all they need to get a lot of car crazy guys to fall for their "trap" and line up to get one
         
  • jayzeter19 11 months ago
     
    Clearly. This just prove how TMP is so INCOMPETENT and UNFAIR.
    So they want to pump the 86's price 10% more? w/ a shitty head unit? now this also proves how this jap carmaker see's/think of us filipinos "CHEAP" and easy to Manipulate!

    i know that TMP knows that there will be a lot of demand all along but still, launches the 86 w/ limited numbers. I'm not even surprised that when the time their advertising & launch of the 86. They have already SOLDOUT their units.

    Clearly we ordinary filipino citizens doesn't stand a chance when a VIP of TMP, line cutted us in our que!


       
    • rgenesis5008 11 months ago
       
      Dirty Politics is present even in the our auto industry...
         
    • 17Sphynx17 11 months ago
       
      Well you have to view it from another angle as well.

      Would want your vehicle of the 86's caliber to be as prolific as the honda city in our shores? Wouldn't it remove the exclusivity of it? Wasn't that somewhat the way Subaru went about when they raised the price of the XV?

      If this is in fact a rebranding for Toyota, then maybe this vehicle is being reigned in a little to prevent it from "flooding" our shores.

      What if you ended up crossing paths with a number of 86's everyday for the rest of the time you owned it? Some people may not want that and it will affect future sales. Some people may not mind either way though.

      But this is what is called strategy as well. Hey if it works, it works. If it doesn't, then demand will still exist, regardless.
         
      • jayzeter19 11 months ago
         
        the point here is TMP being UNFAIR.. i wouldn't mind if theres a lot of 86 in the road.
        in fact it would even make me more happier seeing cars like the 86 flooding the road. Wasn't that the point of Toyota though?? to Revive an old icon and sell it like pancake?? we don't even care regarding the exclusivity in all. ITS A CAR! ITS MEANT TO BE SOLD!! NOT TO BE HIDDEN BECAUSE OF "EXCLUSIVITY"
        If this car is what you call the start of toyota BRANDING TOOL?? then hell its Branding them the OPPOSITE WAY.

        anyway it's still just my opinion. we're just saddened and disappointed by this action of TMP.
           
        • 17Sphynx17 11 months ago
           
          Strategy I believe is the WE CAN as a company do this kind of vehicle in tandem with another car company. If I am looking at it. They did it first with Subaru with regards to the 86 and now according to TG Uk, they are partnering with BMW to produce another sports car, just after the launch of the 86.

          I just think Toyota as a brand is trying to expand into the performance car segment against, in the affordable class (with Subaru) and more of the upper tier with BMW (this after being shown what Toyota can contribute to the table when they partnered with Subaru).

          I recall that originally Toyota and BMW's partnership was limited only to hybrid/EV development. So this pops up now, I'd say it shows the direction this may lead, when it comes to the performance car class of Toyota.

          They don't have the Supra anymore, nor do they have the 3000GT (if I recall my Gran Turismo 1 and 2 correctly =)) I guess they are trying to bring that idea back to the consumer's mind.

          With regards to availability, well, that's another issue. Actions by TMP (if the Toyota Motor Company was not party to it) regarding the reservations and the charges, as well as the supposed cutting in line by VIp is saddening. I would agree. But I do not believe it should be a reflection on Toyota as a whole.
             
    • njb1216 11 months ago
       
      Easy profit.

      First screw the supply and hungry customers by un-explainably terminating their reservations, then give them to their VIPS.

      Second, announce the ETA of new batch with a new price hike of 10%.

      Third, wait for profit while laughing and celebrating at how gullible the Filipino consumers are.

      Good job TMP! Marketing did really well too.
         
  • maranello_5775 11 months ago
     
    For those who have the means, just wait for the identical subaru brz or scion fr-s which is available through gray market dealers
       
    • jayzeter19 11 months ago
       
      i couldn't agree more. At least gray markets shops treat their COSTUMERS WELL & W/ RESPECT. they follow they're line cue's well! Unlike TMP here who only prefers their VIP's
         
    • eX-Driver 11 months ago
       
      thats if they can get units to be sold through the gray market. kung di na nga kaya i produce ng plant sa gunma yung demand sa mundo, pano pa makaka puslit ng units ang gray market. you gotta remember these three cars are made in the same small plant
         
      • maranello_5775 11 months ago
         
        official distributors mostly depend on allocation for their respective markets while gray market importers usually have tie ups with dealers of countries with higher allocation of units such as US and the middle east
           
  • aeronTGco 11 months ago
     
    Who's that insider? So that means for those who reserved for units will have to shell out an additional 10% due to price increase?
       
  • njb1216 11 months ago
     
    Just to clear it up to the math guys.. 10% price hike is 155k more for base unit.

    You have to pay 155k more JUST CAUSE..

    Law of supply and demand? Yes that should be followed BUT! we shouldn't have been paying that additional 155k if it wasn't for the price cutting and the disrespect for THEIR OWN reservation system.



    May pa issue-issue pa kayo ng resibo for reservation na nalalaman..
       
  • GotToRead 11 months ago
     
    Conspiracy Theory: What if TMP intendedly brought a limited supply to see how we react about the car...then

    TMP Official: They rearry rike this car, I think we shourd get a price hike

    Other TMP officials: HAI!

    HAHAHA!
       
    • jayzeter19 11 months ago
       
      ooo... arigato! go-to-read-san! price hike-ah-hike-ah wushimushi phirippines idear!
         
      • GotToRead 11 months ago
         
        Oki Jayzeter-san! We can rearry uto uto the Firipinos, we'rr serr them 86's with shitty head units, then add up 155k. They are not our priority, such rosers! Banzai!
           
        • njb1216 11 months ago
           
          Yaaa just preasee our VIPs kudasai. They gif as meni Firipinas haaai! We have rots of moni for Firipina-san! Firipinos very easy to uto-uto! Eksaito for Firipina service!
             
          • GotToRead 11 months ago
             
            of course, njb-san, we wirr accommodate the VIPs first, they are the priority. We wirr just make a story about our president and other staff not getting the 86, they wirr surery buy that because they are very uto uto, the Firipinos! Banzai!
               
    • Allain 11 months ago
       
      Mukha namang hindi kayo mga Uto uto..more on para kayong mga SIRA!hahaha..Peace po!
          3
      • GotToRead 11 months ago
         
        You RACK DISCIPRINE!!!! WE WIRR KIRR YOU!!!
           
  • BOOGIECAT 11 months ago
     
    they'll likely get more 86's
       
  • World Super Cars 11 months ago
     
    Subaru BRZ nalang....
       
  • foolishofficer 11 months ago
     
    Specs-wise Toyota is normally ho-hum. Price-brand is their key to being number one. But next to practically any brand, it pales in comparison. As alternate to 86 or BRZ or Genesis Coupe, perhaps get the smaller Veloster as it becomes available.
       
  • zetsumei 11 months ago
     
    10% increase on the next batch? parang ginagaya nila style ni Honda ah. Hype up the product, no supply then jack up the price.
       
  • synysterG 11 months ago
     
    di naman talaga kapani-paniwala si Sugata. top brass ka ng toyota tapos di ka makakuha ng sarili mong 86? oh come on!
       
  • Adrian 11 months ago
     
    Naku sayang ang mga teasers, advertisements ng GT 86 kung ganito lang. I hope matapos nila agad yung parating na GT 86
       
  • phichanad 11 months ago
     
    damn, i havent even ordered yet!
       
    • jayzeter19 11 months ago
       
      don't mind ordering one. You'll just get disapointed. Because of the VIP's First Treatment
         
  • carwiki 11 months ago
     
    Pang #14 lang kami sa order :(
       
    • Kyoichi Sudo 11 months ago
       
      So your dad really reserved one?
         
      • carwiki 11 months ago
         
        Yep.
           
      • carwiki 11 months ago
         
        He has a friend who owns the Toyota dealer here in Cabanatuan, so he decided to reserve one.
           
    • jayzeter19 11 months ago
       
      even if your dad has a "FRIEND" inside you can't still beat those VIP's in cutting your line :)
      oh btw.. all 77 units are now sold and TMP isn't accepting any reservations lately.
      i wonder how in the world did you got your reservations??? O_o
         
  • Kyoichi Sudo 11 months ago
     
    TMPI is really a funny company XDDD! You're targeting the G-Coupe and BRZ but your stocks are limited ONLY? Oh Toyota, You made my day!
       
  • Albert824 11 months ago
     
    Nung pumunta kami sa motorcade ortigas pang 9th pa kami sa reservation and sabi ng dealer baka next year pa kami ma supplyan and then THIS? 10%? Wala naman sinabing ganyan ang dealer. Anyway wala naman akong magagawa, specially ng na realise ko sa dami ng humps dito sa village namin e baka magkanda sabit sabit lang at di rin pwede sa baha! Buti nalang di ko tinuloy reservations di din naman kagandahan ang loob. Now on to 2012 FOCUS!
       
  • one.edchelle 11 months ago
     
    yes really, even though we are a small market we think that we are deserve to be treated equilibrium as the other countries, and if Toyota is just using the 86 to beat Hyundai, then they need to give more focus on this one, because customers money don't say jokes., come on TMP, time to groove on.
       
  • melbs 10 months ago
     
    what hype? outside hardcore gear head friends of mine, nobody actually knows about the 86, nobody, not even casual gear heads.

    i for one do not believe the so called hype until i've test driven one first. i want to know if it is indeed a great handling car before i ditch my bmw for this. its actually better for me that all 77 units are spoken for. hoping first year model gremlins may not be with those eager buyers. i would wait that the so called hype dies down and everyone here has gotten their unit and TMP and MIP over forecasting due to this hype, hehe. after all, if the car is really that great and demand continues, they will undoubtedly continue to produce it and everyone will have the chance to get one.

    remember, 86 is a niche market, you won't see the 86 selling like civic or corollas, for sure the supply will understandably low. come back july next year and see if they still don't have units ready to be taken home at discounts.

        1
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