By Tessa R. Salazar
How many car brands in the world are fearless enough to talk about government issues, natural disasters, economic struggles, and other critical challenges during a major product launch?
In my decades of covering Toyota and Lexus events—from here to Japan—one thing that has always set these two companies apart is how skillfully their executives and media relations teams weave social issues, global economic shifts, climate challenges, and even government obstacles into their events. This grounds every Lexus or Toyota event in reality, no matter how aspirational or glamorous the product may be.
Intertwining national and global realities into executive launch speeches doesn’t spoil the event—they make it meaningful, and certainly make for juicy press for enterprising scribes. It showcases a brand operating with both fearlessness and responsibility, echoing the philosophy often shared by Toyota Motor Corp chair and Lexus Master Driver Akio Toyoda: A commitment to nation-building and problem-solving wherever the brand operates.
In press conferences, these executives directly address hard-hitting issues facing the brand and the industry—topics most others would avoid mentioning in formal product launches. At times, their speeches would almost resemble a mini-State of the Nation Address, reflecting long-term social partnerships with government agencies. During international press conferences, they would take on every line of questioning, from touchy recalls to complicated multi-pathway strategies. For journalists, these Q&A sessions offer full-on access to the decision-makers, engineers, and strategists actively solving complex industry challenges.
So, at the Lexus Manila Gallery last Aug. 6 at the launch of the 8th-generation Lexus ES executive sedan in BEV and hybrid iterations, the crowd may have been dressed to the nines, the atmosphere elegant, but the contents of the addresses from the evening’s top two VIPs dug deep into social relevance.
Infra irregularities, economic headwinds
“It will be remembered that last year, the Philippine economy experienced a downtrend as an off-shoot of the infrastructure irregularities and extraordinary natural disasters in the second half of the year. This slowing of economic activity carried forward to 2026,” Toyota Motor Philippines chairman Alfred V. Ty said.
“Matters took a turn for the worse, however, when the war started between the United States and Iran and a fuel crisis was declared. The local—and global—economy went into a tailspin. While the deceleration of GDP reflected the general decline in economic sentiment, the negative impact was more immediately felt by banks, malls, restaurants, and hotels even in the first month of the war. Fuel pump prices rose to record highs. The automotive market dropped in March then experienced an even more significant decline in April. However, the market has started to show signs of an early recovery in May, June, and July. It might be too soon to claim a recovery, but it appears that the market is hopefully heading in the right direction,” he continued.
Navigating tragedy with sensitivity
Lexus Philippines president Masando Hashimoto wove a recent natural disaster in Japan into the launch with grace and sensitivity, bringing deeper perspective to an otherwise celebratory evening.
“Allow me to take a moment to express our deepest condolences. In the late afternoon of July 28, a powerful earthquake struck Kumamoto, Japan, reaching a magnitude of 7.1. As of today, more than 30 lives have been lost, and many communities have been severely affected. Our thoughts and prayers are with all those who have suffered from this tragedy.
“The Lexus ES is produced at the Lexus Miyata Plant in Fukuoka, located approximately 100 km from the epicenter. While we are truly grateful that all employees and their families have been confirmed safe, their communities and daily lives have been significantly impacted. Following the earthquake, operations at the Miyata Plant were suspended for 7 days. After thorough inspections confirmed that both our people and production facilities were safe, I am pleased to share that as of today, Aug. 6, production of the Lexus ES has officially resumed. The ES has returned.”
Hashimoto took the opportunity to link the event to the broader historical ties between the two nations and expressing gratitude for local support following the Kumamoto earthquake:
“We sincerely hope that the Lexus ES will be warmly embraced here in the Philippines and continue to earn the trust and affection of many. This year also marks the 70th anniversary of diplomatic relations between Japan and the Philippines—a meaningful milestone that reflects the strong and enduring bond between our two nations.
“In the wake of the Kumamoto earthquake, we received an outpouring of heartfelt messages, prayers, and generous offers of support from across the Philippines. On behalf of everyone in Japan, and on a personal note as well, I am deeply moved by your compassion and solidarity. Please accept my sincerest gratitude—your kindness has brought great comfort and strength during this difficult time.
“It is our hope that the love for the ES in the Philippines may, in some way, become a symbol of recovery and hope for the people of Kyushu,” Hashimoto said. “In the spirit of omotenashi, tonight has been thoughtfully curated for our esteemed guests. As we mark this new chapter for Lexus Philippines, we invite you to discover a vehicle that embodies purposeful innovation and timeless elegance—one that inspires us to move through everyday life with quiet confidence and an unwavering pursuit of excellence.”
8th-gen of an iconic model
Ty highlighted the significance of the new model to the Philippine market:
“The ES has been in the Philippines since Lexus arrived 17 years ago, and today, we are bringing to you the 8th generation of this iconic model. Your new ES delivers the most evocative and expansive change ever. It combines a redesigned exterior, a more spacious cabin, and a renewed platform and powertrain. An extended wheelbase, along with improvements to the body and chassis, elevates ride comfort, handling stability, and interior space, ensuring the ES transforms itself while staying true to its heritage.
“(It) is the ultimate executive sedan that provides an unparalleled passenger experience—quiet, comfortable, with generous legroom—while also offering thrilling driving moments when you are behind the wheel. Most of all, the all-new ES will now come with both the hybrid electric powertrain and a full battery electric variant.”
Asean market leader
“In light of economic challenges, a surge in demand for new energy vehicles has been a silver lining. It is clear that electrified mobility is real. Toyota and Lexus pride themselves on pioneering the transition to EVs going back to 1997 with the global launch of the Toyota Prius. Since then, Toyota and Lexus have sold approximately 27 million electrified vehicles worldwide—far more than any other automaker. This has resulted in a cumulative reduction of 197 million tons of CO2,” Ty explained.
“In the Philippines, Lexus has been the most preferred luxury brand. In fact, last year, thanks to your most valued support, Lexus Philippines was recognized as having the highest market share in the Asean region,” he added. “It has been 15 years since Lexus Japan first introduced the technology of the hybrid engine, combining it with renowned quiet comfort and proven durability. Since then, our offering of Lexus HEV models has increased to 9 with a total of 19 variants. Aside from today’s ES, Lexus also offers two full battery electric vehicles. Cumulative sales of Lexus in the Philippines from 17 years ago have reached almost 14,200 units, of which almost half are xEVs. In fact, for the first half of this year, 93% of our Lexus sales are electrified.”
3 million cumulative sales in PH
“The recovery of auto sales was also driven by a return of demand for internal combustion engine vehicles,” Ty said. “This fuel crisis has proven that there is a continued strong demand for xEV and ICE-driven models. This makes our multi-pathway approach to carbon neutrality more relevant.
“Toyota Motor Philippines celebrated its 38th year of partnership with the Philippines towards nation-building. Last year’s 229,000-unit sales contributed P45 billion in taxes to the government and another P19 billion in 2026 so far. This year, Toyota and Lexus will breach the 3-million mark in cumulative sales from 1989. This is a humbling testament to our commitment to our relentless pursuit of perfection and to our winning the smiles of Filipinos, one Filipino at a time.”
Purposeful innovation
Built on a redesigned platform, the all-new ES offers a more spacious cabin, advanced Lexus Safety System+ 4, a standard 14-inch touchscreen display, and a choice between a hybrid powertrain and a fully electric variant. Unique details include responsive hidden switches—a world-first technology blending interior design with practical functionality where control surfaces illuminate only when needed.
Hashimoto expanded on the brand’s powertrain strategy:
“As part of chairman Akio Toyoda’s belief in a multi-pathway approach toward a carbon-neutral future, the all-new ES is offered with both HEV and BEV powertrains. The all-new ES empowers our customers to choose the electrified experience that best suits their lifestyle, while preserving the signature refinement and driving character that define Lexus. At Lexus, innovation is guided by purpose—every advancement is thoughtfully designed to enrich every journey and elevate the ownership experience.”
To know more about the 8th-generation Lexus ES executive sedan, visit https://www.lexus.com.ph/en.html.
