Ela Motors has reflected on its more than six-decade journey in Papua New Guinea as the company marked another milestone with the official unveiling of the ninth-generation Toyota Hilux.
Speaking at the launch, Ela Motors Chief Executive Officer Masaru Mikami said the company’s history in Papua New Guinea dates back to 1963, when it began providing mobility solutions before the country’s Independence.
Mr. Mikami said Ela Motors started from humble beginnings with a commitment to bringing reliable transport and mobility solutions to Papua New Guineans.
“Over the decades, the company has grown alongside the country and established itself as a major player in Papua New Guinea's automotive and mobility industry.”
Mr. Mikami said the company’s growth has been driven by innovation, reliability, and long-term partnerships with customers, communities, and stakeholders.
He said mobility has always been an important part of human development, allowing people to travel, connect, conduct business and access opportunities.
He highlighted that connection between mobility and development remains central to the company’s approach; thus, the latest Toyota Hilux represents another stage in Ela Motors’ journey of introducing new technology and mobility solutions to Papua New Guinea.
Chief Operating Officer Denze Robertson echoed these sentiments, attesting to the important role that Hilux has played in Papua New Guinea over the years, serving a wide range of customers and industries.
He added that the vehicle has proven its reliability across different environments, from the streets of Port Moresby to some of the country’s most challenging provincial terrain.
The Hilux has also become widely used in construction, mining, business operations, commercial fleets and by families and individuals.
Mr. Robertson said this widespread use demonstrates the importance of vehicles that can adapt to Papua New Guinea's diverse operating conditions.
“The ninth-generation Hilux has been developed with greater performance, technology, safety and comfort while continuing Toyota's long-standing focus on quality, durability and reliability.”
Mr. Robertson further stated that the vehicle range caters for different customer needs, from the hard-working single-cab designed for commercial applications to higher-spec models aimed at customers seeking greater comfort, technology, and off-road capability.
According to Mr. Mikami, the launch is not only about the introduction of a new vehicle but also reflects the continued evolution of the mobility sector.
As Papua New Guinea continues to develop, demand for reliable transport remains important for businesses, communities and individuals.
Therefore, Ela Motors intends to continue adapting to those changing demands by combining its experience in the country with innovation and new automotive technology.
The company will remain focused on providing reliable mobility solutions while strengthening its partnerships with Papua New Guineans and supporting the country’s development.
