Coco Martin shines during his Sinulog Grand Parade appearance.
Toyota Motor Philippines (TMP) turned up the energy at this year’s Sinulog Festival by bringing Coco Martin to Cebu City, blending star power, devotion, and community engagement into one unforgettable celebration.
Timed with the festival weekend, the appearance underscored TMP’s continued support for Filipino traditions and its commitment to connecting with communities across the country.
Festival-goers were met with cheers and excitement as Coco joined the Sinulog festivities, moving through Cebu City amid the drums, colors, and devotion that define one of the Philippines’ grandest cultural events. For the actor and filmmaker, Sinulog is more than a spectacle.
It is a powerful expression of faith and unity. “Ramdam mo dito yung tibay ng loob at pananampalataya ng mga Cebuano,” Coco shared, noting how the festival reflects the deep spiritual strength of the people of Cebu.
Coco Martin aboard the float of Toyota Team Cebu joins the Grand Parade, to the delight of the street crowd.
TMP deliberately aligned Coco’s visit with the Next Generation Toyota Tamaraw Roadshow, making Sinulog not just a celebration but also a meaningful point of connection with Cebuano devotees and customers. As the Tamaraw Next Generation ambassador, Coco has been traveling from city to city, engaging both loyal Toyota customers and fans.
Cebu marked his fourth stop, following Cagayan de Oro City, Tacloban City, and Marilao, Batangas, with more destinations lined up in the coming months.
During his Cebu visit, Coco drew parallels between the resilience of the Sinulog devotees and the character of the Next Generation Toyota Tamaraw. Known for its durability and reliability, the Tamaraw mirrors the perseverance and strength he sees in the people who celebrate the festival year after year.
A devout Catholic himself, Coco’s faith is well known, particularly his devotion to the Black Nazarene, making his presence during Sinulog all the more resonant.
TMP brought Coco even closer to Cebuano fans through a series of activities that kicked off with a meet-and-greet at the Toyota Mabolo showroom, where he personally interacted with Tamaraw customers. The festivities continued as he entertained mallgoers with performances, trivia games, and photo sessions, even gamely trying out the steps of the traditional Sinulog dance.
The weekend culminated with Coco joining the Grand Parade aboard a Next Generation Toyota Tamaraw float organized by Toyota Team Cebu, braving intermittent weather to fully experience the Sinulog rhythm and energize the street crowd.
Launched in 2024, the Next Generation Toyota Tamaraw utility van has quickly gained traction among micro, small, and medium enterprises, start-ups, and longtime fans of the original Tamaraw FX. With its flexible design options, fuel efficiency, and competitive pricing, the Tamaraw has become a familiar sight on roads nationwide, supporting livelihood growth and improved mobility for Filipino entrepreneurs.
Cebu-based businessman Eric Ong recently added a second Tamaraw to his fleet, purchasing the 2.4 GL Utility Van DSL AT after already owning a Dropside DSL A/T for his construction firm, Worldwide Builders. He shared that he waited specifically for the automatic transmission variant, citing driving efficiency and convenience.
He also noted the added security the FX provides when transporting auto parts for his EGO Taxi fleet, as well as the safety it offers for passengers.
For restaurant owners Marc and Christine Lin, their Tamaraw FX DSL A/T will primarily support delivery operations. They described the vehicle as sturdy and reliable, qualities they consider essential for daily business use. Both the Ong and Lin families received the ceremonial keys to their new Tamaraw FX units from Coco Martin himself at the Toyota Mabolo showroom on January 17.
The Tamaraw FX currently stands as the first and only utility van with automatic transmission across all brands in the Philippine market, according to Toyota Mabolo. This distinction has resonated strongly with business owners like Lester Alferez, who operates in the coffee industry and relies on the Tamaraw for daily shop operations. He described the vehicle as strong, practical, and well-suited to the demands of his business.
Adding to its appeal, Toyota has introduced new color options 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.
More details on the Next Generation Toyota Tamaraw are available at toyota.com.ph/tamaraw or through authorized Toyota dealerships nationwide. For the latest updates on products, services, and promotions, follow Toyota Motor Philippines on Facebook, Instagram, and X, and join the ToyotaPH community on Viber.
