What is the Toyota Tamaraw?
The Tamaraw is Toyota’s latest model for 2024. It’s basically a truck chassis that can be reconfigured to be many things. At its core it is a two-door cab with a versatile back end that can accommodate different bodies. Toyota Motor Philippines (TMP) is targeting businesses and families as the market for the 2024 Tamaraw
Why does that name sound familiar?
The Tamaraw name is not new to Filipinos. But how you know the Tamaraw will betray your age. Gen Xers and baby boomers will remember the OG Tamaraw released in 1976. Apparently, back then its classification was a Basic Utility Vehicle or BUV, which later became the AUV class. Its main rival at the time was the Ford Fiera, a similar BUV. Decades ago, Filipino families attended gatherings and traveled around in these boxy BUVs.
Those in the millennial and Gen Z bracket will know the Tamaraw FX, introduced in 1991. That was launched with a marketing campaign featuring the local superhero Darna, played by Anjanette Abayari for the TV ad. The Tamaraw FX was such a massive success the term ‘FX’ became the common noun for a popular type of public transport in the ‘90s.
The FX! So the Tamaraw was big…
You get the idea. But you also have no idea how big. From 1991 to 2004, the Tamaraw FX and its successor the Tamaraw FX Revo accounted for 140,919 units produced in TMP’s Bicutan plant.
The Tamaraw FX was the first mass market vehicle that had seven seats and air-conditioning at a relatively affordable price. It’s safe to say the Tamaraw FX is one of the pillars that built TMP into what it is now.
What happened to the Tamaraw? Why did it disappear?
In 2005 TMP replaced it with the Innova, along with the introduction of the venerable IMV platform. The Innova was more stylish, more comfortable, more powerful, and just as reliable. It elevated the Filipino riding experience and became a resounding success.
Now that the Tamaraw is back, will it replace the Innova and reclaim its place in TMP’s lineup?
No, the Innova stays for now. The Tamaraw will also not replace the Lite Ace. The Tamaraw is a versatile model that can be had in five body styles, according to the TMP website: a 14-seater utility van, a basic aluminum cargo van, a dropside pickup, a 12-seater utility van, and a high dropside pickup.
The Tamaraw is built on Toyota’s IMV platform now, the same chassis that spawned the Fortuner, Hilux and Innova. It is offered with gasoline and diesel powertrains.
Why does it say Hilux Tamaraw on the body?
There are versions of this body in use in other Toyota markets around the world. For example you will see the Tamaraw called the Hilux Champ in Thailand. We asked around and they said the Hilux name is there because of the IMV platform, and there is a global direction to use the Hilux brand in these models.
How big is TMP’s bet on the Tamaraw?
TMP spent P5.5 billion to develop the new Tamaraw. The massive outlay was done in tranches: P3.2 billion last August 2022 for vehicle production, P1.2 billion for parts localization in February 2023, and P1.1 billion for a new conversion facility in December 2023.
The Toyota Santa Rosa plant has a capacity to build 1,500 to 1,800 units a month, with a dedicated manpower count of 225. If TMP builds and sells an average of 20,000 units per year, that would be double the sales of the Tamaraw FX during its run.
But I want the Tamaraw FX Revo again, a comfortable seven-seater with A/C and a decent ride.
Well, we all want things in life that didn’t happen. But in this case Toyota has already got your back, and maybe you just forgot. The Japanese carmaker has many MPVs in its lineup that evoke the transport ethos of the Tamaraw FX: Innova, Avanza, Rush, Veloz, and Zenix.
How is it in real life?
It looks quite promising. The design is a winner; it has that chunky, rugged workhorse look. We haven’t driven it, but we have sat inside. The dashboard is utilitarian without being too sparse. It looks comfortable enough to spend hours in.
How much does it cost?
We will have to wait until December 6, 2024 to find out. TMP will hold a major launch in nine key locations around the country.
