BY Ron de los Reyes
The year 2024 marked a significant transformation in the automotive landscape, characterized by the surge of hybrid and electric vehicles (EVs) across the country. The expansion of EV charging infrastructure also saw substantial growth, reflecting a shift towards more sustainable transportation options.
January: A strong start
January began with several car manufacturers hosting media thanksgiving events. However, Suzuki Philippines stole the spotlight by launching the highly anticipated Suzuki Jimny 5-door at Okada Manila on January 26. This model has rapidly become Suzuki’s best-selling off-road vehicle, available in both manual and automatic transmissions and featuring All Grip Pro technology, making it ideal for off-road adventures and camping.
Mitsubishi Motors Philippines Corporation followed suit with the introduction of the new Mitsubishi Triton, showcased during a three-day public launch and test drive event at Bridgetowne, Pasig City. The event featured a demonstration by former two-time Dakar Rally champion Hiroshi Masuoka, highlighting the vehicle’s capabilities.
February: Expanding horizons
On February 6, Mitsubishi announced the arrival of its new compact SUV, the X-Force, previously launched in Indonesia and Vietnam. The month also saw Mazda Philippines celebrating Pangolin Preservation Week in Puerto Princesa, showcasing its commitment to environmental advocacy.
Additionally, Isuzu Philippines, Foton Philippines, and GWN participated in the Overland Kings Camp at Crystal Beach in Zambales. Suzuki held a test drive event for the all-new Jimny 5-door at Lake Mapanuepe, while Subaru Asia hosted an off-road drive in Tanay, Rizal. Honda Cars introduced their Honda Connect app, enhancing connectivity for drivers.
March: A month of innovations
March brought further excitement with GAC unveiling the all-new M8 van at Intramuros Golf Club on March 11. Autohub celebrated its 25th anniversary by introducing the final edition Mini Clubman on March 15. On March 18, Lexus Philippines launched its new subcompact model, the Lexus LBX.
Isuzu previewed its new D-Max at the Bangkok Motor Show, while Jetour Auto Philippines showcased their full-size SUV, the Jetour T2, at City of Dreams.
April: Major events and launches
The Manila International Auto Show (MIAS), held from April 4-7 across two venues—World Trade Center and SMX Convention Center—was one of the largest editions yet. On April 13, Toyota Motor Philippines introduced their best-selling hybrid electric vehicle (HEV), the Corolla Cross, now available in an all-HEV lineup. Mazda Philippines previewed the 2024 Miata, Mazda Club 23rd Anniversary Edition, and announced the third season of the MSCC Spec Series Miata.
April also featured a significant presence from Chinese manufacturers at the biennial Beijing International Auto Show, alongside local events such as the CALABARZON Auto Show in Sta. Rosa City. BYD holds a media drive of the Attoh 3 Full EV from BGC to Baguio and back while Inchcape Philippines goes on a Jeep Wrangler Rubicon camp at Lake Caliraya in Laguna.
Mid-year highlights: May -August
May saw Dongfeng Motors introduce several new EV models at Metro Tent in Pasig City. Meanwhile, Toyota Motors Philippines (TMP) mounts the 17th Toyota Road Trek in Samal Island, Davao City with the theme, ‘Exploring Diverse Mobility’. TMP also previewed different variants of the next-generation Tamaraw, and Ford Philippines recognized outstanding journalism at the 23rd Henry Ford Motoring Journalism Awards.
May also saw a number of test drives – BMW for their EV model lineup in Tanauan, Jetour for the Jetour T2 SUV in Clark, and Suzuki for a 70-km drive thru Nasugbu-Ternate Road with the new Suzuki XL7 Hybrid.
In June, we all trooped to Citadines for the Auto Parts and Vehicle Expo. Isuzu launched its all-new 2024 D-Max at SM Mall of Asia Atrium. Ford reinforced its position in the off-road segment with the unveiling of the all-new Ford Bronco, and Mazda Philippines and the Miata Car Club transported a bevy of beauties for Bb. Pilipinas.
July continued this momentum with multiple launches from various manufacturers like Seres, Zeekr, and GAC publicly debuting the M6 Pro and giving us a glimpse of the Emkoo Hybrid. We also saw Hyundai’s debut of its Santa Fe and Tucson hybrid models and Kia’s introduction of the subcompact crossover Sonet.
Geely opened a dealership in Ilocos Sur while Honda launched the refreshed Honda City Hatch – now safer with Honda Sensing Technology!
August was marked by adventurous drives organized by Isuzu to Sagada and Dongfeng’s WeTime Grand Caravan event.
September to December: Closing out the year
September was pivotal for Honda as it unveiled its electrification campaign with new models like the Civic RS HEV and launched its first two-wheeled electric vehicle, the Honda EM1:e. BYD showcased its EV lineup during its Tech Tour at Ayala Malls Manila Bay.
In October, the Philippine International Motor Show (PIMS) featured seventeen new car launches and Mitsubishi’s world premiere of the DST Concept SUV. Meanwhile, the 12th Philippine Electric Vehicle Summit was held on the same weekend with EV launches from Volvo, Dongfeng, BYD, Kia and Vinfast, among others.
Fuso Philippines brought in the full electric eCanter truck for a test drive in Sta. Rosa, Laguna and JAC Philippines introduced the full EV during the JAC dealership inauguration in Pasig City.
October was also a busy month for Toyota as it co-hosted the “Start Your Impossible” – a successful two-day gymnastics clinic with Paris Olympics double gold medalist Carlos Yulo at the MVPSF Gym in Intramuros, Manila. Toyota also set the final round of Toyota Gazoo Racing at Clark in Pampanga.
November saw Tesla come to town with its bestselling models – the Tesla Model Y and Model 3 and placed a Supercharging Station at Uptown Mall in BGC while Maza staged its second Mazda fan Fiesta at Clark Speedway in Pampanga.
We saw Isuzu expand its dealership network while Geely launched its new EX5 EV in Ningbo, China. Chevrolet also launched the all-new 7-seater Captiva SUV under the HARIPhil Group.
BYD was on a roll up to the last month of the year formalizing a tie up with Valenzuela City which bought 44 units of the BYD Dolphin to be used as police cars as part of the city’s green mobility project. BYD also opened another dealership, the BYD Greenfield in Mandaluyong City, moving closer to its goal of 20 BYD outlets by yearend.
December culminated with the much-anticipated launch of the Next Generation Tamaraw, which rolled out from Toyota’s manufacturing facility in Laguna on December 6. This model is set to play a crucial role in TMP’s mobility campaign for 2025. The public got up and personal during the grand launch with the PUV Van, the Mobile Express, Police Patrol, LED Display, Dropside Pickup, Food Service Van and the popular Tamaraw RV or recreational vehicle.
As we reflect on 2024, it is evident that innovation and sustainability have taken center stage in motoring, paving the way for an exciting future in automotive technology and environmental responsibility.
