Toyota Motor Philippines (TMP) proudly announced in December that Coco Martin, the multi-awarded actor, director, and Pinoy icon best known for his role as Tanggol in TV’s top-rating prime-time action series “FPJ’s Batang Quiapo,” has officially joined the Toyota family as brand ambassador for the highly anticipated next-generation Toyota Tamaraw.
The Toyota Tamaraw has long been a symbol of reliability, durability and adaptability for Filipino households and businesses. With the launch of its next-generation model, TMP aims to modernize this iconic vehicle to meet the evolving needs of today’s market while staying true to its roots as a trusted mover of goods and people. Martin’s partnership with Toyota represents the union of two icons, both celebrated for their versatility and dependability.
Martin and his roles resonate with audiences nationwide for his resilience and resourcefulness — traits that also define the Tamaraw. Much like his character and career, the Tamaraw has stood the test of time, evolving to meet the challenges of modern Filipino life.
Martin’s career journey mirrors the qualities of the Tamaraw — a reliable and hardworking companion that grows with its users. As an actor, director and Pinoy icon, Coco represents resilience, versatility, and a deep connection to the Filipino spirit, making him the ideal representative for this legendary vehicle.
“Proud na proud po ako na maging bahagi ng Toyota Motor Philippines family Pinag-aralan po ng Toyota ang pangangailangan ng mga Pilipino. Subok sa tibay, subok sa kagwapuhan, at subok sa performance. (I am very proud to be part of the Toyota Motor Philippines family. Toyota has carefully studied the needs of Filipinos. Proven durability, proven style, and proven performance), Martin said as he was introduced as the new “bida” (lead or star) ambassador. “Ngayong araw na ito, magsisimula tayong umahon nang sama-sama (Starting today, we will rise together),” he added.
“Coco’s journey with the Toyota Tamaraw is a reminder of what’s possible when passion meets purpose. We hope it inspires Filipino entrepreneurs to move forward toward excellence and fuel their dreams with creativity and innovation,” said Elvin Luciano, TMP Vice President for Marketing Services.
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