The Philippines’ top automotive assemblers are aligning behind a phased, decade-long transition to electric mobility, backing the government’s goal of making electric vehicles account for 50 percent of the country’s vehicle fleet by 2040 under the Comprehensive Roadmap for the Electric Vehicle Industry.
Speaking at the ASEAN Business Media Exchange in Mactan, Cebu, Mitsubishi Motors Philippines Corp. president and chief executive Ritsu Imaeda said mass EV adoption would depend on the gradual buildup of infrastructure, financing support and consumer readiness.
“There will be stages. We cannot shift to full battery electric vehicles all at once without the necessary infrastructure and financial support in place,” Imaeda said.
Mitsubishi Motors Philippines is set to invest P7 billion in hybrid vehicle manufacturing, signaling its commitment to local electrification efforts. Imaeda said the company plans to begin with hybrid and potentially plug-in hybrid models before moving toward full battery electric vehicles (BEVs).
“This allows customers to gradually adapt to the technology and changes in usage, such as charging,” he added.
Toyota Motor Philippines is pursuing a similar roadmap. First Vice President for Marketing Elijah Marcial said the company is targeting 30 percent electrification by 2030, keeping pace with the government’s broader 2040 target.
Marcial said hybrids continue to dominate Toyota’s electrified lineup because of their practicality, while BEVs remain a small segment of the local market.
“While the government and private sector are building charging infrastructure, we aim to provide more hybrid vehicles to ease the burden of rising fuel prices,” she said.
Meanwhile, Trade Secretary Cristina Roque said the Electric Vehicle Incentive Strategy (EVIS) — which covers both hybrid and battery electric vehicles — is awaiting presidential approval and could be released as early as next month.
The policy is expected to provide further momentum for the country’s transition toward cleaner transport and wider EV adoption.
