Toyota Motor Philippines is Targeting Women, Married People for the 2020 Corolla Altis

Toyota Motor Philippines’s game-changing 2020 Corolla Altis has finally landed in the country. You can check its complete specs and prices here, and even how it compares to the Mazda3, Honda Civic, Subaru Impreza, and MG 6 here. With those bases covered, let’s discuss just who they’re targeting with the Corolla Altis. It’s now time for a lesson in marketing, folks.

• The 2020 Corolla Altis is the 12th generation in Toyota’s long line of compact sedans that started way back in 1966. The car itself is synonymous with Toyota as a brand, and with that, they’ve sold over 46 million examples globally. It’s currently built in 13 countries and 15 plants.
• It’s the continuous longest running nameplate for Toyota Motor Philippines since its introduction in 1989. To date, they have sold over 220,000 units.
• Due to the implementation of the TRAIN Law, Filipino buyers swung in favor of commercial vehicles. However, in the past two years, passenger car (PC) sales have remained constant at 32 percent (12,689 units in 2017, and 10,314 units in 2018).
• That said, the compact car segment has dwindled significantly, from 9 percent (12,689 units) in 2017, it has dropped to 7 percent (704 units) in 2018. This year, it’s even smaller at a measly 4 percent. Regardless, Toyota says the decline is largely due to the run-out of the previous Corolla Altis.
• The Corolla Altis holds a 19 percent share of the compact car segment—a healthy number, but still down from 28 percent (308 units) in 2017 and 21 percent (150 units) in 2018. The drop, again, is due to the phase out of the old model.

• Interestingly, Toyota Motor Philippines says that 2020 Corolla Altis buyers are primarily female (57 percent), and married (80 percent) buyers. They’re in the 36-40 age range and have a monthly household income of P 125,000. Their occupation? Likely a businessman or professional. This is the second time Toyota is leaving fuccbois out in the cold.
• Toyota is targeting to sell about 300 Corolla Altis units per month until end of this year. This number will then stabilize to about 200 units monthly next year. Around 7 percent of these buyers will opt for the hybrid variant.
• The Corolla Altis carries a 3-year / 100,000-kilometer bumper-to-bumper warranty, but the hybrid battery itself has a 5-year / 200,000-kilometer warranty.
• The Prius and Prius c will not be phased out. They will still be made available for those who wish to purchase them on an indent basis.
• Toyota Motor Philippines is offering a hybrid option in this mass market vehicle in the hopes of changing the perception and mindset towards gasoline-electric hybrids. All 70 dealers are equipped to sell and service the Corolla Altis, yes, even the Hybrid variant. 
• There are 5 variants of the 2020 Corolla Altis (two manuals, two CVTs, and one Hybrid) with 6 colors to choose from: Celestite Grey Metallic, Attitude Black, Red Mica Metallic, Freedom White, Silver Metallic, and White Pearl.