Toyota Motor Philippines (TMP) and Coco Martin joined the 2026 Sinulog festival in Cebu, while also holding the fourth stop for the next-generation Toyota Tamaraw Roadshow. The previous Toyota Tamaraw Roadshow events were held in Cagayan de Oro City, Tacloban City, and Marilao in Bulacan.
The Sinulog festival in Cebu is held every third weekend of January, and TMP saw it as the perfect time to hold the fourth leg of the next-gen Toyota Tamaraw Roadshow. Coco Martin, who is the brand ambassador of the Toyota Tamaraw, joined the parade, bringing energy and star power to the celebration.
Coco Martin noted that the Sinulog is more than just a festival, as it is also an occasion for people to unite in prayer. Martin shared that through the Sinulog, one can feel the inner strength and faith of the devotees.
“Ramdam mo dito yung tibay ng loob at pananampalataya ng mga Cebuano,” Coco Martin said during his visit to Cebu City on Sinulog weekend. (You feel the Cebuanos’ inner strength and faith.)
Toyota PH added that Coco Martin compares the strong and persevering faith of the people of Cebu to the durability and reliability of the next-gen Tamaraw. Of note, Coco Martin is said to be a devout Catholic and has a strong devotion to the Black Nazarene.
TMP organized several activities to bring Coco Martin closer to Cebuanos, starting with a meet-and-greet at the Toyota Mabolo showroom with Toyota Tamaraw customers. Coco Martin then proceeded to SM City Cebu, where he performed for the mall audience, even trying the steps of the traditional Sinulog dance. The Sinulog weekend culminated with Coco Martin joining the Grand Parade aboard a next-gen Toyota Tamaraw float, which was organized by Toyota Team Cebu.
The next-gen Toyota Tamaraw, launched in 2024, offers several body configurations that make it one of the popular vehicle choices among micro, small, and medium enterprises (MSMEs) entrepreneurs.
Toyota PH shared that Cebu businessman Eric Ong bought his second next-gen Tamaraw, the 2.4 GL Utility Van DSL AT, priced at P1,307,000. The car brand said that Ong already has the Dropside DSL A/T variant that he uses for his construction business, Worldwide Builders.
Ong expressed that he had waited for the 2.4 GL Utility Van DSL AT because it is more efficient to drive than a vehicle with a manual transmission. Also, when he needs to load purchases of auto parts needed for his EGO Taxi fleet, the said Tamaraw variant provides security for his cargo.
Autocar’s Take
Toyota Motor Philippines shows its commitment to promoting the next-generation Tamaraw by participating in major Philippine festivals such as the Sinulog in Cebu. By holding the fourth leg of the next-gen Toyota Tamaraw Roadshow, coinciding with the 2026 Sinulog, Toyota was able to connect with the people of Cebu while at the same time promoting the Tamaraw.
Adding Coco Martin, who is a brand ambassador of the next-gen Tamaraw, further increased Toyota’s presence during the well-attended and celebrated Sinulog Festival. His participation throughout the Sinulog weekend in Cebu helped draw attention not just to the next-gen Tamaraw but to Toyota as well. It seems that this strategy is working as Toyota Philippines announced that the next-gen Toyota Tamaraw Roadshow will continue to visit more cities in the months ahead.
