Michinobu Sugata, president of Toyota Motor Philippines Corporation, stands beside the all-new Wigo during its launching at the Waterfront Cebu City Hotel and Casino. (CDN PHOTO/LITO TECSON)
Seeing great potential in the subcompact hatchback market, Toyota Motor Philippines Corporation (TMPC) last week launched the newest addition to its vehicle lineup—the Wigo.
The grand launching was held last Wednesday at the Pacific Grand Ballroom of the Waterfront Cebu City Hotel and Casino in Lahug.
The Philippines is the second country to launch the new vehicle after Indonesia, where the Wigo is known as the Ayga.
TMPC prepared a huge welcome party for the small car that measures just 3,600 mm long, 1620 mm wide, and 1,520 mm tall and is powered by a fuel-efficient 1.0-liter engine.
The launch was graced by top TMPC officials and noted artists such as actor John Lloyd Cruz and singing sensation Sarah Geronimo, who will appear in TV commercials for the Wigo.
Toyota observed growth in the low-cost hatchback market, with sales jumping from 5,861 units in 2011 to 15,516 in 2013. With the more than 200 percent jump, TMPC is eager to carve out a slice for itself. It will go up against the likes of the Kia Picanto, Hyundai i10, Suzuki alto and Chevrolet Spark.
Wigo’s rear
Wigo’s dashboard
“The Philippine automotive market is now entering a new phase and expanding to levels never before seen,” said Jose Maria Atienza, Toyota’s first Vice President for vehicle sales operations marketing division. “A wider consumer base will be able to afford brand new cars and first time buyers will be a meter market segment in the future.”
According to Atienza, Cebu is among the top three markets for the low-cost hatchback types of vehicles.
“Cebu is one of the urbanized regions and has a booming economy. More and more people are getting new vehicles. This (Wigo) is the first step in buying a new vehicle.”
The vehicle will be available in three variants: the 1.0 G M/T (P499,000) and A/T (P534,000) and the 1.0 E M/T (P448,000), which will be launched on April.
The Wigo is powered by a 998 cc, three cylinder engine that produces 64 horsepower and 85 newton meter of torque.
According to Daihatsu Motor Co. Chief Engineer for the Wigo, Nobuhiko Ono, the vehicle was expressly designed for the Southeast Asian market. He cites the vehicle’s relatively low 750kg curb weight as one of its advantages. Daihatsu is a subsidiary of Toyota Motor, and specializes in small vehicles.
The name Wigo, which connotes for travel and youthful vibe, was coined for a higher name recall and connection with its target market. /with reports from motioncars.inquirer.ne