Coco Martin Champions Toyota Tamaraw's Role in Cebuano Business and Faith During Sinulog 2026
In a vibrant fusion of faith and commerce, actor and filmmaker Coco Martin recently brought Toyota Motor Philippines' Next Generation Tamaraw roadshow to Cebu City, aligning with the spirited Sinulog celebration held every third weekend of January. As the official Tamaraw ambassador, Martin emphasized how the event transcends mere festivity, serving as a powerful moment for unity and prayer among Cebuanos from diverse backgrounds. He remarked, "Ramdam mo dito yung tibay ng loob at pananampalataya ng mga Cebuano" (You feel the Cebuanos' inner strength and faith), drawing a parallel between the community's enduring devotion and the Tamaraw's renowned durability and reliability.
Sinulog Weekend Engagements and Customer Interactions
On Saturday, January 17, 2026, Martin engaged with Toyota Tamaraw customers and local media at the Toyota Mabolo showroom, where he personally handed ceremonial keys to new owners. This was followed by a lively appearance at a major mall, featuring danceable music, trivia games, and photo opportunities, during which he even attempted to learn the Sinulog dance steps. The festivities continued on Sunday as Martin braved intermittent weather to join the Grand Parade aboard a specially designed "Next Generation Toyota Tamaraw float," delighting street crowds and offering prayers to the Sto. Niño with enthusiastic greetings of "Pit Senyor!" This visit marked his fourth stop in a nationwide tour, following engagements in Cagayan de Oro City, Tacloban City, and Marilao, Bulacan, with more cities scheduled in the coming months.
Entrepreneurs Embrace Tamaraw for Business Efficiency
The Next Generation Tamaraw utility van has emerged as a top choice for micro, small, and medium enterprises (MSMEs), start-ups, and those familiar with its predecessor, the Tamaraw FX, due to its customizable design, fuel efficiency, and affordability. During the event, several Cebu-based business owners shared their experiences:
- Eric Ong, a businessman from Worldwide Builders, purchased his second Tamaraw, the FX AT, citing its automatic transmission as more efficient for driving and secure for transporting auto parts for his EGO Taxi fleet, while also ensuring safety for human passengers.
- Marc and Christine Lin acquired a Tamaraw FX for their restaurant delivery needs, praising it as "sturdy and reliable" for their operations.
- Lester Alferez, involved in the coffee industry, highlighted the vehicle's practicality, stating, "It's strong, practical, and perfect for our coffee business needs," noting its ability to handle daily shop work effectively.
According to Toyota Mabolo, the FX model stands out as the first and only utility van in the Philippine market to offer automatic transmission across all brands, enhancing its appeal for business use.
New Color Options and Broader Implications
In addition to the roadshow, Toyota has introduced new color variants for the Tamaraw utility van, including greyish blue metallic and super red for the Tamaraw FX DSL MT, and super red for the Tamaraw Dropside DSL AT. This move aims to cater to diverse customer preferences and reinforce the vehicle's market position. The event underscored how Toyota's strategic timing with Sinulog not only boosted brand visibility but also resonated with the local entrepreneurial spirit, showcasing the Tamaraw as a symbol of resilience and innovation in the automotive sector.
