Thanks to insipid Filipino movies and sitcoms, we all grew up with laughable depictions of how the wealthy live and move around. We see scenes of tacky mansions, servants in uniform, and, of course, a Mercedes-Benz or two. The ‘Chedeng’ has always been the ultimate representation of presumed wealth.
A garage full of luxury cars has always been associated with the 1%. Mobility is freedom, and the freedom to go where you want, in a plush carriage of your choosing, is a luxury that all people covet. And if we’re going to go where we want, we want to do it in BMW sport sedans, Mercedes-Benz SUVs, and Lexus crossovers.
But I noticed a trend among the upper class lately. From their gated enclaves, they have been traveling in the most ubiquitous car model of all—the Toyota Innova. At first I saw it being used by a family that lives in Forbes Park, arguably the most exclusive village in the Philippines. It was not the drivers or the help using the Toyota MPV—it was the clan matriarch. Another time I saw a chauffeured officemate get picked up after an event, the driver clad in a crisp polo barong, in a silver Innova.
My editorial Spider-sense tingled. Why do these people, who can obviously buy a Land Cruiser (assuming they can get an allotment) or Lexus if they wanted, choose the humble Innova?
I reached out to a friend who works in Toyota. My friend confirmed that wealthy customers do use the Innova personally. They like that it’s comfortable and convenient, and that it has a low profile. They like blending in without the need for backup vehicles. Even some Toyota dealer principals allegedly prefer using their Innova as a means of transport.
Common wisdom is that material belongings reflect our status in life. As our income increases we move from SM to Rustan’s, from Uniqlo to Ralph Lauren, from Seiko to Oris. But, if you come to think about it, what’s wrong with Uniqlo and Seiko? You can still carry yourself well if you don these brands.
Same with the Innova. Arrive at any 5-star hotel in this Toyota and it won’t look out of place. And you’ll arrive in comfort without drawing any undue attention. Discretion and peace of mind are also luxuries, mind you.
Lastly, the Toyota Innova offers one more feature that proves irresistible to all market demographics—reliability. What good is your flashy new crossover from a hip, new brand if it’s stuck in the dealer waiting for parts?
With the Innova, follow the service schedule, change the oil regularly, and it will keep running well into the next century. If a part breaks down, any Toyota dealer will surely have the part. Or you can choose from a robust parts network outside the usual channels. In fact, to borrow a marketing angle from ultra-premium watchmaker Patek Philippe, you can pass a Toyota to your children. Raise your hand if your hand-me-down college car was a Corolla.
Even businessman and car enthusiast Ramon Ang uses a Toyota Land Cruiser as his daily driver, something he confirmed in an online interview with us. The Land Cruiser is not an Innova, but Mr. Ang is not a regular wealthy customer, if there is such a thing. The head of San Miguel Corporation can opt for a Bentley Bentayga or a Rolls-Royce Cullinan if wanted to, but he still chose Toyota.
It’s natural to want nice and shiny things when we’re younger. And there’s nothing wrong with continuing to do so all your life. We deserve to live the life we worked hard for. But with age comes a certain wisdom, and a realigning of values. Flash gives way to function. Presence gives way to practicality.
In the end, you realize maybe brand is better than branded.
