July 25, 2026

Winners And Losers: First Half 2026 Philippine Auto Industry Report Card


With members of the Chamber of Automotive Manufacturers of the Philippines (CAMPI) and Truck Manufacturers Association (TMA) revealing their June figures, it’s time to look closer at the auto industry’s first half 2026 report card.

On the surface, the industry is doing very well. Although there’s almost no chance that the industry will hit the almost mythical target of 500,000 units, even the reprojected 460,000-unit target (5 to 8 percent lower than 2025) may prove to be difficult. The Middle East crisis and wildly swinging gas prices have contributed to a softer-than-expected demand for new vehicles, particularly for traditional gas- and diesel-powered offerings.

This is seen in just how the market has shifted quickly to electrified vehicles in 2026. Among CAMPI-TMA members, they’ve seen the total market share for these so-called xEVs to have hit 15.34 percent (31,381 units). This accounts for a +132.7 percent variance compared to January to June last year.

Total xEV Sales 2026 (versus 2025)
  • Battery Electric Vehicle – 8,702 units (13,488 units)
  • Plug-In Hybrid Electric Vehicles – 8,702 units (2,439 units)
  • Hybrid Electric Vehicles – 17,148 units (10,889 units)
This strong shift could partially explain why CAMPI-TMA members have actually seen its first-half 2026 sales go down from 230,912 units in 2025 to 204,557 units in 2026.

It is also the reason why brands which have more electrified offerings have either seen growth or stayed relatively unscathed, while those whose offerings are still anchored on traditional gas- or diesel-powered vehicles have seen sales drop, drastically in some cases.

January-June 2026 Brand Ranking (versus 2025, +/-% growth/drop):
  1. Toyota – 100,909 (111,276; -9.32%)
  2. Mitsubishi – 36,321 (44,021; -17.49%)
  3. Suzuki – 9,262 (10,732; -13.7%)
  4. Ford – 7,435 (10,953; -32.12%)
  5. Nissan – 6,921 (11,859; -41.63%)
  6. Honda – 6,600 (8,223; -19.74%)
  7. Isuzu – 6,323 (8,484; -25.47%)
  8. MG – 4,232 (4,632; -8.64%)
  9. Kia – 3,364 (4,195; -19.81%)
  10. Hyundai – 3,150 (5,513; -42.86%)
  11. VinFast – 3,142 (115; +2,632.17%)
  12. Geely – 2,464 (NEW)
  13. Tesla – 2,374 (1,477; +60.73%)
  14. Jetour – 2,055 (729; +181.89%)
  15. Omoda Jaecoo – 1,979 (NEW)
  16. Hino – 1,097 (1,056; +3.88%)
  17. Foton – 1,083 (1,707; -36.56%)
  18. Chery – 981 (620; +58.23%)
  19. GAC – 800 (NEW)
  20. Mazda – 694 (815; -14.85%)
  21. JMC – 596 (632; -5.7%)
  22. Changan – 528 (593; -10.96%)
  23. BMW – 501 (426; +17.61%)
  24. Fuso – 500 (727; -31.22%)
  25. BAIC – 314 (283; +10.95%)
  26. GWM – 288 (NEW)
  27. Subaru – 217 (NEW)
  28. Mercedes-Benz – 188 (281; -33.1%)
  29. Lynk & Co – 104 (73; +42.47%)
  30. Jaguar Land Rover – 49 (110; -55.45%)
  31. Hongqi – 29 (NEW)
  32. Ferrari – 16 (17; -5.88%)
  33. Columbian Motors – 4 (1; +300%)
  34. Volkswagen Trucks & Buses – 2 (2; 0.00%)
  35. Man Trucks – 0 (1; -100%)
Toyota remained the Philippines’ most dominant brand seeing its market share rise slightly to 49.33 percent versus 48.19 percent in 2025. In second place is Mitsubishi with 17.76 percent, although this is down versus 2025’s 19.06 percent.

The more interesting story is what happens from third to seventh place with the gaps covered by just 1.44 percent with Suzuki (4.53 percent), Ford (3.63 percent), Nissan (3.38 percent), Honda (3.23 percent), and Isuzu (3.09 percent) closer together than ever before.

As CAMPI-TMA wants to show that the Philippine industry is showing resilience, this year it has started to report sales from non-members as well. It now cites “industry sources” as a testament to that fact. Including this number, new car sales should reach 222,253 units broken down to:

New Car Sales (CAMPI-TMA + Industry Sources)
  • January 2026 – 35,053
  • February 2026 – 37,700
  • March 2026 – 39,000
  • April 2026 – 32,400
  • May 2026 – 35,200
  • June 2026 – 42,000
The 17,696-unit difference could come from the big elephant in the room: BYD.

Instead of joining CAMPI-TMA, BYD opted to join AVID or the Association of Vehicle Importers and Distributors. Known for not being transparent when it comes to their reported sales, BYD is, by and large, AVID’s biggest member which also includes brands such as Audi, Chevrolet, Mini, and Volvo.

Even if 20 percent is subtracted from 17,696 units (14,157 units)—this still easily catapult BYD to third in overall vehicle sales behind Mitsubishi (36,321 units) and above Suzuki (9,262 units).

Drilling down to market mix, from January to June 2026, Commercial Vehicles still make up the bulk of the market with 80.23 percent. Broken down, this is how it looks:

January-June 2026 Commercial Vehicle Sales Breakdown
  • Cat. 1 AUV + MPV – 37,475 units
  • Cat. 2 Light Commercial Vehicle (Pickup Truck/SUVs): 121,813 units
  • Cat. 3 Light-Duty Trucks – 2,936 units
  • Cat. 4 Medium-Duty Trucks – 1,526 units
  • Cat. 5 Heavy-Duty Trucks & Buses – 304 units
The Light Commercial Vehicle or LCV category, which are made up mostly of SUVs and pickup trucks, has seen a downturn. Typically, a “strongpoint” of the industry, LCV sales are down 12.3 percent year-on-year to 121,813 units versus 138,865 units in 2025.

January-June 2026 Commercial Vehicle Sales (+/-% versus 2025)
  • Mazda – 452 units (-22.7%)
  • Ford – 7,359 units (-32%)
  • Honda – 4,078 units (-14.7%)
  • Hyundai – 1,802 units (-27.1%)
  • Changan – 374 units (-20.6%)
  • Jaguar Land Rover – 49 units (-55.5%)
  • Isuzu – 4,308 units (-29.3%)
  • Kia – 3,284 units (-18.3%)
  • Nissan – 5,350 units (-44.6%)
  • Suzuki - 4,495 units (-16.2%)
  • Toyota – 53,532 units (-22.3%)
The only brands that have seen year-on-year increases are those which leveraged heavily on value-for-money electrified SUVs such as:
  • Jetour – 2,020 units (+204.2%)
  • MG – 2,060 units (+46.1%)
  • Tesla – 1,982 units (+62.9%)
  • BAIC – 314 units (+11%)
  • Chery – 981 units (+58.2%)
  • VinFast – 3,142 units (+2,632.2%)
The only exception is Mitsubishi which has seen its sales still go up 5.6 percent to 20,308 units in the commercial vehicle sales despite the lack of any electrified offering in the light commercial vehicle space.

Meanwhile, Passenger Cars (PC) contributed 40,503 units or 19.8 percent of all new cars sold. Remarkably, the number dropped (11.3 percent) similarly to Commercial Vehicles (-11.4 percent) suggesting a shift in customer demand back to affordable PCs as a means of economical and fuel-efficient transport.

Brands such as Mazda (+5.2 percent), Hyundai (+56.3 percent), Changan (+26.2 percent), BMW (+17.6 percent), Tesla (+50.8 percent), and Toyota (+18.4 percent) have all shown growth in the Passenger Car sector, while brands such as Ford (-44.5 percent), Honda (-26.8 percent), Mercedes-Benz (-34.3 percent), Kia (-54.3 percent), Mitsubishi (-67 percent), Nissan (-38.4 percent), and MG (-24 percent) have all seen large drops.
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10 comments:

  1. AnonymousJuly 25, 2026 at 9:25 AM

    Mitsubishi, ford, Nissan, Isuzu and even Toyota were hit hard by increased tax on pickup trucks

    ReplyDelete
  2. AnonymousJuly 25, 2026 at 4:38 PM

    Seems like BYD is always needing not only in the Philippines but around the world so they could plagiarize their sales numbers.

    ReplyDelete
    Replies
    1. AnonymousJuly 26, 2026 at 3:15 AM

      Their challenge is if there will be repeat buyers, considering the low resale value of electrified vehicles. In addition, long term ownership will likely be expensive because you can only rely on casa services.

      Delete
    2. AnonymousJuly 27, 2026 at 7:38 AM

      That's not what plagiarism is. At least Google the word before you use it. Parang ginamit mo lng kasi fancy sounding para sayo.

      Delete
  3. AnonymousJuly 26, 2026 at 7:32 PM

    Pag itong mga current chinese brands tumatakbo parin after 10 years without any major hiccups, it shows chinese cars are now reliable, korean and japanese brands will be in trouble

    ReplyDelete
    Replies
    1. AnonymousJuly 27, 2026 at 7:17 AM

      Malalaman natin pag nagsimula na matapos warranty if magastos sa repairs and maintenance at available ba agad spare parts ng Chinese car brands.

      Delete
    2. AnonymousJuly 27, 2026 at 10:09 AM

      Parts sourcing will drastically change as Lazada, Shopee, Alibaba all have the Chinese vehicle parts. No need to have Banawe, Evangelista as only go to sources for parts. It will be self serviced and delivered to your doorsteps.

      Delete
  4. AnonymousJuly 27, 2026 at 8:56 AM

    alam na nga sagot sa resale value ng chinese cars. ang mga 2nd hand car dealers ayaw or magbibigay ng presyong pa konsuelo na lng if may china car ka. try mo benta innova fortuner vios mirage xpander 1 day benta na unahan pa

    ReplyDelete
    Replies
    1. AnonymousJuly 27, 2026 at 5:00 PM

      That kind of pricing doesn't stay the same if merong marked improvements ang brands.

      Take Hyundai for example, the newer generation of their cars are holding much better resale value compared to their older models due to their efforts to improve with each new generation.

      Delete
  5. AnonymousJuly 27, 2026 at 10:06 AM

    Aray! Eleven percent down from H1 2025 and with many more cars competing this year, expect competition to really heat up. May Atto 2 pa na i-lo-launch bukas (HEV and EV)! Manufacturers should know the buying capacity of Filipino buyers by now, so there's really a limit. That can only be breached when stability and confidence returns. The fact that banks are tightening on loan approvals these days doesn't help the carmakers.

    ReplyDelete

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