Despite a soggy July that disrupted retail operations, the Philippine automotive industry held its ground—thanks to the enduring strength of commercial vehicles dominated by Asian brands and early signs of a passenger car rebound led by Japanese manufacturers. According to the latest joint report from the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI) and the Truck Manufacturers Association (TMA), total vehicle sales for the month reached 38,295 units, down 5.4% from June and 2.6% year-on-year. Yet the broader trajectory remains upward, with year-to-date sales climbing 1.4% to 269,207 units.
“Analyzing the industry’s overall growth,” CAMPI president Rommel Gutierrez said “robust demand for commercial vehicles and a recovering passenger car market drove up sales.”
Commercial Vehicles: the backbone of growth
Commercial vehicles (CVs)—overwhelmingly dominated by Asian manufacturers—continued to dominate the market, accounting for 78.8% of July sales, or 30,175 units, a 6.2% increase year-on-year. While month-on-month CV sales dipped by 10.1%, the segment still posted a robust 10.6% growth over the first seven months of 2025, totaling 215,440 units.
Key Asian-dominated segments:
Light Commercial Vehicles: 22,523 units (+8% YoY)
Asian Utility Vehicles (AUVs): 6,664 units (+0.7% YoY)
Light-duty Trucks and Buses: 607 units (+5.6% YoY)
Medium Trucks: 302 units (+1% YoY)
Heavy Trucks: 79 units (+21.5% YoY)
This surge underscores how Asian brands have captured Filipino consumer and business priorities—favoring utility, cargo capacity, and elevated ride height amid seasonal flooding and economic caution.
Japanese leadership holding strong
Mitsubishi Motors Philippines Corporation—exemplifying Japanese automotive resilience—maintained its firm grip on the second spot in market share, trailing only Toyota. In July, Mitsubishi sold 7,146 units, a slight dip of 3.5% from June and 10.7% year-on-year. However, its year-to-date total reached 51,167 units, securing 19.01% of the market.
This performance reflects how Japanese manufacturers like Mitsubishi maintain consistent appeal in the commercial segment, particularly with models like the L300 and Xpander, which continue to resonate with fleet buyers and family-oriented consumers alike.
CAMPI and TMA remain optimistic about hitting their 500,000-unit sales target for 2025. With new model launches, aggressive promotions, and improving consumer sentiment on the horizon, the Asian-dominated industry is poised to accelerate into the second half of the year.
Record-breaking Asian momentum
MMPC posted record retail sales of 91,639 units in FY2024 (April 2024–March 2025), marking a 12% year-on-year increase.
This is the second consecutive year of record-breaking performance, underscoring Japanese brands’ growing foothold in the Philippine market.
Market share and ranking
As of July 2025, Mitsubishi holds 19.01% of the market, firmly securing the #2 spot behind Toyota.
Its year-to-date sales reached 51,167 units, up 1.1% from the same period last year.
Model performance drivers
Key contributors to Japanese automotive success include:
Xpander – Best-selling MPV with 24,178 units sold in 2023
Mirage G4 – 26,139 units sold, locally assembled in Sta. Rosa
L300 – 13,101 units sold, a perennial fleet favorite
Xforce – Newly launched compact SUV showing early traction
Strategic expansion
Mitsubishi launched Mitsubishi Motors Finance Philippines Inc. in partnership with Security Bank, expanding financing access across all 67 dealerships nationwide.
This move aligns with its ASEAN-focused mid-term plan, positioning the Philippines as a core growth market—a strategy emblematic of how Asian automotive companies leverage regional integration for market dominance.
Second wind
In the marathon of automotive sales, July felt like a headwind month—rains lashed showrooms, foot traffic slowed, and momentum wavered. Yet Japanese manufacturers like Mitsubishi Motors Philippines didn’t falter. They caught their second wind.
With 7,146 units sold, Mitsubishi posted a modest dip of 3.5% month-on-month, but its year-to-date tally of 51,167 units kept it firmly in second place, commanding 19.01% of the market. Where commercial vehicles are steering industry growth, Japanese lineups—anchored by the L300, Xpander, and Mirage G4—continue to resonate with both fleet buyers and families seeking reliability with a dash of flair.
Asian manufacturers’ recent moves like Mitsubishi’s financing partnership with Security Bank expand access across dealership networks. It’s a move that doesn’t just chase sales—it builds resilience.
Agility is the operative word. Asian brands’ ability to pivot, promote, and persevere amid seasonal disruptions as demonstrated by Mitsubishi as well as shifting consumer priorities, shows that their second wind is more than a gust—it’s a sustained push toward long-term market dominance. – MBI
