The facelifted 2021 Toyota Hilux is arguably one of the most awaited cars in the Philippine auto industry for this year. It isn’t surprising, considering that we’re a country that’s obsessed with pickup trucks along with the related body-on-frame midsize SUVs or pickup-based passenger vehicles (PPVs). As with every car launch that Toyota makes, one of our personal favorite segments is their marketing presentations. This is where they talk about the profile of the typical customer of their newly-launched vehicle.
According to the presentation of Sherwin Chualim, First Vice President for Vehicle Sales Operations of Toyota Motor Philippines, the Hilux “is one of the most versatile vehicles indispensable for small businesses–an alternative for multi-purpose transportation and even growing in acceptance as a vehicle for true outdoor enthusiasts and active families.” Since 2015, the Hilux has accounted for 30 percent of the pickup market in the Philippines. That figure alone should be enough of an indicator that the Hilux is a highly-awaited vehicle in our country.
Now, based on their study, these are the following information on the typical Toyota Hilux buyer:
- Typical Hilux buyers range from 35-45 years old.
- The typical Hilux customer is dominated largely by male and married customers.
With the Hilux G and Conquest variants occupying a wide price range, Toyota’s target customers for these two variants are quite different. This is the profile of the typical buyer of the Hilux G variants:
- Buyers of the Hilux G variants have an average monthly income of P110,000. These people are usually professionals (such as engineers and architects).
- Hilux G customers usually buy this variant as a replacement for their sedan.
- They are also value-for-money customers who are price conscious and appreciate riding comfort.
- Lastly, their purpose for this pickup is to be used for city driving, but with the occasional need to carry heavy loads.
In short, the typical buyers of the Hilux G variants look for an affordable pick-up mainly for city driving since it’s a replacement for their sedan, whilst still having the capability when the need to carry heavy loads arises. On the other hand, the typical customers of the Hilux Conquest variants are mainly active individuals leaning more towards the lifestyle need for a pickup.
- Buyers of the Hilux Conquest variants have an average monthly income of P160,000 and are usually business owners (such as construction).
- Hilux Conquest customers generally cross-shop between the SUV and pickup segment.
- These customers prioritize exterior design, performance, and advanced features.
- Lastly, their purpose for this pickup is for daily city driving, as well as the performance needed during weekends to go to the mountains, carry their bikes, surfboard, etc.
The 2021 Toyota Hilux is now on sale starting today at all Toyota dealers nationwide. As a treat to potential Hilux customers, Toyota is throwing in a free maintenance promo for the new Hilux that’s good for up to 20,000 kilometers.