MOBILITY | Performance, community drive year-end momentum for mobility brands in PH, region

High-performance cars, off-road SUVs and heavyweight motorcycles marked a busy close to 2025 for mobility brands in the Philippines and the wider region, as Toyota, JETOUR and Harley-Davidson rolled out products and experiences aimed at enthusiasts rather than purely mass-market buyers.

From a rally-bred hot hatch formally entering the Philippine retail market to an owner-driven off-road expedition in Northern Luzon and a record-setting regional motorcycle gathering in Thailand, the final quarter underscored how brands are leaning on performance, community and experiential marketing to stand out in an increasingly crowded mobility landscape.

Toyota doubles down on performance

Toyota Motor Philippines formally launched the all-new GR Corolla with the start of retail sales on December 23, adding another halo model to its Gazoo Racing lineup that already includes the GR Supra, GR Yaris and GR 86.

The five-door, five-seater GR Corolla brings Toyota’s global motorsports engineering to a more practical body style, positioning it as a daily-driven performance car rather than a weekend-only track machine. Power comes from a 1.6-liter turbocharged three-cylinder engine paired with an all-wheel-drive system, producing up to 300 PS and 400 Nm of torque. Suspension duties are handled by MacPherson struts at the front and a double wishbone setup at the rear, reflecting its circuit and endurance racing roots.

Toyota emphasized versatility as a core theme, with multiple drive modes — Normal, Eco, Sport, Gravel and Track — designed to adapt the car for both urban use and more aggressive driving. Inside, the cabin is driver-focused, featuring a 12.3-inch multi-information display, a head-up display, sport seats and a 7-inch infotainment system with wireless Apple CarPlay and Android Auto.

Safety features are anchored on the latest Toyota Safety Sense package, including a pre-collision system, lane tracing assist and automatic high beam. Pricing places the GR Corolla firmly in enthusiast territory, with the automatic variant priced just under P4 million and the manual variant slightly lower, signaling Toyota’s confidence that there is still demand for high-performance internal combustion vehicles even as electrification accelerates.

JETOUR leans on owner community

JETOUR Auto Philippines took a different approach, putting owners rather than product sheets at the center of its year-end push. The brand hosted a three-day off-road expedition at the Paoay Sand Dunes in Ilocos Norte, bringing together JETOUR T2 owners for a long-distance drive and technical terrain challenge.

The convoy departed from Metro Manila and traveled more than 13 hours north, allowing participants to experience the midsize four-wheel-drive SUV’s highway comfort before transitioning to sand dunes, steep climbs and deep-sand tracks under guided instruction. The program blended vehicle testing with tourism stops, including visits to Kapurpurawan Rock Formation, Paoay Church and Vigan City, reinforcing the brand’s positioning around adventure and lifestyle.

A notable highlight was the participation of an overseas Filipino worker based in Saudi Arabia, who flew home specifically to join the activity. His inclusion underscored JETOUR’s effort to cultivate a cross-border owner community, particularly among Filipinos working abroad who often serve as informal brand advocates in their host countries.

Technical sessions were led by an accredited four-wheel-drive instructor, focusing on traction management, throttle control and safety techniques. This allowed owners to push the vehicle while building confidence in off-road conditions. Company executives framed the activity not as a one-off stunt but as part of a longer-term strategy to deepen customer engagement beyond the showroom.

Harley-Davidson sets regional benchmark

On the two-wheel side, Harley-Davidson staged its largest Asia Harley Days event to date at Midwinter Khao Yai in Thailand, drawing riders and fans from across the region. The multi-day gathering combined live music, demo rides, custom motorcycle showcases and organized rides, reinforcing Harley-Davidson’s long-standing emphasis on culture and community alongside machinery.

The event highlighted how motorcycle brands, particularly in the premium segment, continue to rely on large-scale experiential gatherings to maintain loyalty and attract younger riders in a market increasingly influenced by electric scooters and urban mobility alternatives. While the Philippine market remains smaller compared with Thailand or Indonesia, regional events such as Asia Harley Days often shape local brand perception and aspiration.

Harley-Davidson executives described the gathering as a celebration of riding culture rather than a pure product launch, aligning with the company’s global shift toward curated experiences to sustain relevance amid changing mobility trends.

The three announcements point to a shared strategy among mobility brands at the end of 2025: prioritizing identity, performance and community in a market where basic transportation is increasingly commoditized.

Toyota’s GR Corolla reinforces that internal combustion performance cars still have a place alongside hybrids and electric vehicles, particularly as emotional flagships. JETOUR’s off-road expedition shows how emerging brands are using owner experiences to build trust and differentiation. Harley-Davidson’s record-setting regional event highlights the enduring power of lifestyle-driven mobility as the industry navigates electrification and digital disruption.

For Philippine consumers, the message is clear: while the broader market continues to chase efficiency and affordability, there remains a parallel lane for vehicles designed to excite, connect and tell a story — a lane that brands continue to invest in as 2025 draws to a close.

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Jing Garcia