Suzuki marks 50 Years in the Philippines with grand celebration
Half a century of conquering land and sea
By Inigo Roces
Published Jun 20, 2025 08:07 am
At A Glance
- On its 50th Anniversary Suzuki Philippines held a series of events that brought together its network of dealers, loyal customers, employees, and partners. The brand made its presence felt with its Suzuki Matsuri 2025 mall showcase and massive One Suzuki Big Ride at SM Mall of Asia.
From its humble beginnings as a motorcycles manufacturer in 1975, few could have predicted that Suzuki would become the pivotal force in mobilizing Filipinos that it is today. Today, Suzuki Philippines incorporated (SPH) has over 5,000 motorcycle outlets (including 105 exclusive 3S shops), 80 automobile dealerships, and 22 marine branches, serving Filipinos from Luzon to Mindanao.
From left: SPH Manufacturing and Engineering Director, Shinya Sano; SPH Marine and After Sales General Manager, Yukio Sato; Motorcycle Sales and Marketing Division Head, Joey Salavarria; SMC Division Manager, Motorcycle Marketing and Product Planning Division, Akira Kyugi; SPH Managing Director, Norminio Mojica; SMC Managing Officer, Executive General Manager for Motorcycle Operations, Takashi Ise; SPH President, Koichiro Hirao; SMC President and Representative Director, Toshihiro Suzuki; (front) SMC Managing Officer, Executive General Manager for Automobile Marketing- Asia, Latin America and Oceania, Masafumi Harano; SMC Division Manager, Automobile Marketing- Asia, Latin America and Oceania, Motohiro Atsumi; and Managing Officer, Executive General Manager for Marine Operations, Shuichi Mishima; SPH Automobile Director and General Manager, Norihide Takei; SPH Finance and Admin General Manager, Catherine Magtibay; and Manufacturing and Engineering General Manager, Noli Silvestre.
To show its appreciation for all those that have helped it become titan it is today, SPH held a grand showcase of heritage, innovation, and unity on its 50th Anniversary with a series of events that bring together its network of dealers, loyal customers, employees, and partners. The brand made its presence felt with its Suzuki Matsuri 2025 mall showcase and massive One Suzuki Big Ride. The celebration embodied five decades of commitment to Filipino mobility.
Suzuki Matsuri 2025
On June 14 and 15, the celebration extended to the public with Suzuki Matsuri 2025, held at the SM Mall of Asia Activity Center. Inspired by the Japanese tradition of ‘Matsuri’ or festival, the event welcomed thousands of visitors into an immersive Suzuki Village, showcasing the company’s legacy, products and innovations in a vibrant, family-friendly atmosphere.
The Suzuki Matsuri exhibit was organized into three lifestyle-themed zones that showcased the brand’s diverse mobility solutions: the Adventure Zone featured thrill-ready models like the V-Strom 1050DE, V-Strom 800DE, V-Strom 250SX, Raider J Crossover, with Jimny 5 Door, a Polyboat with Marine’s DF2.5 engine and 2 Stealth 250s outboard motors. The Sport Zone featured the Hayabusa, GSX-S1000GT, GSX-8R, Gixxer SF155, Raider R150 FI, the Jimny 3 Door, XL7 Hybrid and 2 DF350 HPs Marine engines. For the Urban Zone, Suzuki displayed the Avenis, Skydrive Sport, Burgman 400ABS, Burgman Street EX with the Dzire Hybrid. There was also a Heritage Pavilion and Wall detailing Suzuki’s illustrious history and progress over the past 50 years.
From left: SPH Automobile Director and General Manager Norihide Takei, SPH President Koichiro Hirao, SMC Managing Officer, Executive General Manager for Automobile Marketing - Asia, Latin America and Oceania, Masafumi Harano, and SPH Managing Director Norminio Mojica with the Suzuki Fronx Hybrid.
At the heart of the Matsuri Village was the public preview of the Suzuki Fronx, the newest addition to Suzuki’s automotive lineup. Making its Philippine debut, the Fronx, a subcompact crossover, boasts of modern design and youthful energy, signaling the company’s continued push toward lifestyle-oriented innovations. All throughout the weekend, visitors could expect to see their favorite Suzuki brand ambassadors as well as celebrity performers.
From left: SPH Automobile Director and General Manager, Norihide Takei; SMC Managing Officer, Executive General Manager for Automobile Marketing - Asia, Latin America and Oceania, Masafumi Harano; SPH Managing Director, Norminio Mojica; SPH President, Koichiro Hirao; SMC Managing Officer, Executive General Manager for Motorcycle Operations, Takashi Ise; Managing Officer, Executive General Manager for Marine Operations, Shuichi Mishima.
Opening the event, SPH President Koichiro Hirao welcomed guests with pride and deep appreciation: “Fifty years ago, Suzuki began with a dream to serve the Filipino people. Today, Suzuki stands proudly by the side of every Filipino — on motorcycles, in cars, and even at sea,” said SPH President, Koichiro Hirao at the event’s opening. “This festival celebrates not just our Japanese heritage, but our Filipino heart. Our success isn’t just ours — it belongs to our customers, employees, dealer partners, and the communities we serve. We are honored to be part of your lives.”
Toshihiro Suzuki, Representative Director and President of Suzuki Motor Corporation, Japan.
The event was attended by top executives from Suzuki Motor Corporation (SMC), led by Toshihiro Suzuki, Representative Director and President of SMC Japan. In his keynote speech, Toshihiro Suzuki conveyed his heartfelt gratitude to the Filipino people and to everyone who has played a part in Suzuki’s growth.
Exclusive Suzuki merchandise was also available at the event.
“I would like to express my heartfelt gratitude to the people of the Philippines, the government officials, dealers, suppliers and customers who have supported Suzuki Philippines Incorporated over the past 50 years. Demand for mobility in the Philippines is expected to continue to grow and is an important market for Suzuki. Suzuki aims for ‘an infrastructure mobility closely connected with people’s lives’, and is committed to providing attractive products in the Philippines.”
Besides the main Matsuri exhibit at the SM Mall of Asia Activity Center, Suzuki also set up Pocket Displays across SM Mall of Asia (MOA) for each of its divisions. Motorcycles were at the Entertainment Mall, Autos were at the Main Mall North Wing. Marine products were at Main Mall South Wing.
Uniting the rider community
Participants of the One Suzuki Big Ride at the SM Mall of Asia Globe rotunda on Sunday.
A highlight of the second day was the One Suzuki Big Ride, which saw over 1,300 Suzuki riders from all walks of life take to the streets in a grand motorcade. The ride kicked-off at the Suzuki Cyclemar 3S Shop, 10th Ave., Caloocan, the heart of motorcycle showrooms, parts, and culture in Metro Manila. The motorcade stretched through the length of EDSA, culminating at the SM Mall of Asia Concert Grounds, Block 16.
1,300 riders participated in the One Suzuki Big Ride to SM Mall of Asia on Sunday.
This massive gathering was more than a show of Suzuki’s strong rider community — it was also a clear statement of the brand’s commitment to safe and responsible riding. With all participants clad in proper safety gear and riding in formation, they demonstrated the discipline and camaraderie that Suzuki promotes on the road.
Guests can interact with or have their photos taken at the Suzuki exhibit.
The event reinforced Suzuki’s role not only as a leader in motorcycle innovation but also as an advocate for rider education and safety awareness. The ride highlighted that true riding enjoyment comes with responsibility.
By your side, then and now
Celebrity performers, like Jillian Ward, were present to entertain visitors to the event.
Over the weekend, Suzuki showed how far it has come in 50 years, but also shows its steadfast mission for the next 50: to be a trusted life companion for Filipinos — whether on two wheels or four, from the daily grind to the weekend adventure, or even setting sail on the seas. Suzuki Philippines reaffirmed its position not just as a vehicle provider — but as a brand “By Your Side” at every turn, road and wave of life. As Suzuki embarks on the next 50 years, its commitment remains stronger than ever — to continue empowering mobility, enhancing lifestyles, and driving progress, side by side with every Filipino.