Toyota Motor Philippines (TMP) brought extra excitement to this year’s Sinulog celebration by welcoming Coco Martin to Cebu City during the festival weekend. Through this, TMP highlighted its support for local traditions and its commitment to engaging communities across the Philippines.
Festival-goers were treated to a memorable experience, seeing Coco up close as he joined the festivities, bringing energy and star power to the vibrant celebration.
For Coco, the Sinulog is not only a fiesta but also an occasion for people to unite in prayer and set aside differences.
“On this occasion, you feel the Cebuanos’ inner strength and faith,” he said during his visit to Cebu City on Sinulog weekend.
TMP’s initiative not only amplified the spirit of Sinulog but also created meaningful connections with the people of Cebu.
TMP and Coco timed his Next Generation Toyota Tamaraw Roadshow with the Sinulog celebration, held every third weekend of January in Cebu, to be one with the Cebuano devotees. He proudly carries his badge as the Tamaraw Next Generation ambassador, enthusiastically going from one city to another to engage with the Tamaraw customers and his fans.
Cebu City was his fourth stop after Cagayan de Oro City, Tacloban City, and Marilao, Batangas. He has more cities to visit in the months ahead.
He likens the strong and persevering faith of the people of Cebu to the durability and reliability of the Next-Gen Tamaraw. A devout Catholic, the actor/filmmaker who is behind the TV hit series “FPJ’s Ang Probinsyano” and “FPJ’s Batang Quiapo”, has a strong devotion to the Black Nazarene.
TMP brought Coco closer to Cebuano fans during the Sinulog weekend, starting with a meet-and-greet at the Toyota Mabolo showroom with Tamaraw customers. He then entertained mallgoers with lively performances, trivia games, and photo opportunities, even trying the steps of the traditional Sinulog dance. The weekend culminated with Coco joining the grand parade aboard a Next Generation Toyota Tamaraw float organized by Toyota Team Cebu, braving intermittent weather to experience the Sinulog beat and delight the street crowd.
The Next Generation Toyota Tamaraw utility van, launched in 2024, has quickly become a popular choice among micro, small, and medium enterprises (MSMEs), start-ups, and those familiar with the early Tamaraw FX. With its design customizability, fuel efficiency, and affordability, the Tamaraw is now increasingly seen on roads nationwide, supporting nation-building by enabling better mobility and empowering MSMEs to grow their businesses.
Cebu businessman Eric Ong has just bought his second Tamaraw, the 2.4 GL Utility Van DSL AT. He already has the Dropside DSL A/T variant that he uses for his construction business, Worldwide Builders.
He said he had waited for the 2.4 GL Utility Van DSL AT automatic transmission because it is more efficient to drive than a vehicle with manual transmission. Also, when he needs to load purchases of auto parts needed for his EGO Taxi fleet, the FX provides security for his cargo. And, he added, human passengers can safely ride in the Tamaraw FX.
the ceremonial key to their Tamaraw FX from Coco. With them is their agent Jinggoy Olvido
Marc and Christine Lin just bought a Tamaraw FX DSL A/T, intending it for their restaurant business especially for delivery. They said they find the Tamaraw “sturdy and reliable.”
The Ongs and the Lins received the ceremonial keys to their Tamaraw FX from Coco at the Toyota Mabolo showroom on Jan. 17.
The FX is the first and only utility van with automatic transmission across all brands in the Philippine market today, according to Toyota Mabolo.
wanted a more efficient delivery vehicle of his coffee
beans and other supplies for his business. With him
is his agent Jay Naparate
Lester Alferez, who is in the coffee industry, found the Tamaraw “a reliable vehicle that can handle daily work in the shop.”
“It’s strong, practical, and perfect for our coffee business needs,” he said.
Toyota has rolled out new colors for the Tamaraw utility van: Greyish Blue Metallic and Super Red for the Tamaraw FX DSL MT, and Super Red for the Tamaraw Dropside DSL AT.
To learn more about Next Generation Tamaraw, visit https://www.toyota.com.ph/tamaraw, or inquire at your nearest Toyota dealership.
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Banner photo shows Tamaraw brand ambassador Coco Martin bringing the vibrant Sinulog spirit to life at his mall show in SM City Cebu