Toyo Tires unveils its brand manifesto “Buatan Malaysia, Keunggulan Jepun”

By
Thomas Tan
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From L-R: Toyo Tyre Sales and Marketing Malaysia executive vice president Keishi Inoue and president and managing director Tan Song Chye; KPDN Selangor enforcement section operations sector chief Noreswandi Mohamad and Toyo Tyre Malaysia president and managing director Mike Toh at the launch of Toyo Tires brand manifesto “Buatan Malaysia, Keunggulan Jepun” at the Sunway Resort Hotel, Subang Jaya on August 6, 2026.

Toyo Tires unveiled its “Buatan Malaysia, Keunggulan Jepun” (Made in Malaysia, Japanese Excellence) brand manifesto at the Sunway Resort Hotel, Subang Jaya on August 6, 2026.

The campaign pairs Japanese engineering standards with a 100% local Malaysian factory workforce while implementing Japanese precision and the kaizen philosophy of continuous improvement into its manufacturing operations in the country.

Toyo Tire Sales and Marketing Malaysia president and managing director Tan Song Chye.

“We are the only tyre manufacturer in Malaysia combining the local craftsmanship with Japanese precision to achieve the premium-quality standards” said Tan Song Chye, president and managing director of Toyo Tyre Sales and Marketing Malaysia Sdn Bhd.

From third left: Toyo Tyre Sales and Marketing Malaysia CFO Masanori Nishide; president and managing director Tan Song Chye and execuive vice president Keishi Inoue with the product of Toyo Tires.

Toyo Tyre Malaysia president and managing director Mike Toh said that the Taiping plant is upgrading via its Intelligent Manufacturing Transformation (IMX) program to build a smarter, more efficient and sustainable manufacturing ecosystem.

“For Toyo Tires, the future of mobility begins not only with technology, but with people empowered to use it well,” he said.

Tan shares insights into Toyo’s local manufacturing excellence with Noreswandi Mohamad.

Alongside the new manifesto, Toyo Tires launched two digital platforms: T-Care for consumers and e-TEN for business partners.

T-Care offers users up to RM40 Touch ‘n Go eWallet cashback and a 6-year warranty, while e-Ten provides dealers with 24/7 ordering and inventory tools.

Toyo Tires contributed RM30,000 each to three organisations – Media Prima-NSTP Humanitarian Fund, MyKasih Foundation, and the Malaysian Association for the Blind.

“A great product deserves a great experience,” said Tan. “We want to continue caring for motorists beyond their tyre purchase, while giving our business partners the tools to grow. Through technology, we can stay connected and closer to those who trust our brand.”

Through the “Komuniti Prihatin Toyo” initiative, Toyo Tires contributes RM30,000 each to the Media Prima-NSTP Humanitarian Fund, MyKasih Foundation, and the Malaysian Association for the Blind to support national humanitarian efforts, food aid, educational bursaries, and mobility for persons with disabilities.

The initiative blends Japanese manufacturing standards with local community support, alongside a promotional campaign running from August 1 to September 30, in celebration of Malaysia’s 69th Merdeka anniversary.

Made by Malaysian, inspired by Japanese excellence: Toyo Tires’ promise to the nation. The promise combines 100% local Malaysian manufacturing in Taiping with Japanese precision engineering, offering high-quality tyres at affordable prices alongside digital apps like T-Care and community welfare initiatives.

Under the Promosi Merdeka campaign by Toyo Tires, customers who buy four eligible tyres from August 1 to September 30, 2026 can receive rewards worth more than RM500, including Touch ’n Go eWallet cashback and a Thermos item.

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