Toyota launches Wigo hatchback

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Friday, February 21, 2014

TOYOTA Motor Philippines Corp. (TMPC) expects Cebu to be one of the biggest markets for its newest model, the Wigo hatchback.

Jose Maria Atienza, TMPC’s first vice president for vehicle sales and operation, said in an interview during the launch last Wednesday that the car manufacturer is
confident its newest model will sell well in Cebu.

Cebu, he said, belongs to the top three markets for Toyota cars in the Philippines.


The first batch of Wigo cars were shipped to Cebu in the second week of February. Its three partner dealers in Cebu, Toyota Mandaue North, Mandaue South and Cebu City already have Wigo units on display.

Atienza said that TMPC is targeting to sell 500 Wigo units per month in the Philippines. These are sourced from Toyota’s networks in Indonesia, Thailand and Japan.

Asked if it will manufacture Wigo models in its factory in Santa Rosa in Laguna, Atienza said the company will still look into its viability.

At present, the Mitsubishi Mirage is reportedly the market leader in small hatchback
cars, selling around 400 units per month.

Toyota is looking at first-time buyers, small families and car owners who aim to have a second car for its Wigo model. Wigo is expected to retail at P448,000 and at most P534,000 per unit. Three variants are available, the Wigo 1.0G AT, Wigo 1.0G MT, and Wigo 1.0E MT.

TMPC president Michinobu Sugata labeled Wigo as “the most affordable Toyota” yet.

In China, the world’s biggest auto market, Toyota Motor Co. said last week that its January sales rose 118.1 percent to 85,600 vehicles, the Associated Press recently reported.

Published in the Sun.Star Cebu newspaper on February 22, 2014.


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