Nissan is committed and ready to grow in the Philippine market. These were expressed by newly appointed Nissan Philippines President, Masao Tsutsumi, during a dinner with the motoring press on June 10. Despite global restructuring, he wants his Philippine team to cultivate a "fighting spirit" that challenges the status quo rather than rely on familiar playbooks. 

Although Tsutsumi officially assumed office on April 1, work permit formalities kept him in Japan until late May, making the dinner his first extensive exchange with local journalists. Addressing speculation about a possible pullout, he stated that Nissan has no plans to leave and that accelerating growth is at the top of his agenda. He acknowledged that the automotive landscape is more crowded and volatile than it was a decade ago, with new entrants and rapid technological shifts disrupting established brands.

Recognizing the intense competition from new Chinese entrants, Tsutsumi outlined an aggressive product rollout. Nissan plans to introduce 10 to 12 new models over the next three years, averaging three to four launches annually beginning in 2026. He hinted that next-generation versions of the Navara pick-up and Terra SUV are among those in the pipeline, with the first of the new releases expected before the end of this year.

While Thailand will remain a key production hub, the company is exploring other sourcing points to broaden model selection and mitigate supply risks. He added that this sourcing flexibility would allow Nissan Philippines to refresh its showroom more quickly and align new vehicles with changing customer needs, such as advanced driver-assistance systems (ADAS) and electrified powertrains.

Tsutsumi candidly pointed out that roughly 75-percent of Nissan’s local volume still comes from three main models: the Navara pickup, Terra SUV, and Urvan van. However, he believes there is ample opportunity for growth in the passenger car segments. Introducing new sedans and crossovers, he said, will be crucial for increasing both market share and customer satisfaction over the next three years.

Product alone will not drive growth, and the president emphasized dealership expansion as a parallel priority. Nissan’s retail network reached 57 stores in January with the inauguration of Nissan Urdaneta, followed by a Sucat outlet in February. Additional dealerships are scheduled to open later this year, expanding Nissan’s presence in key growth areas.

The optimistic outlook is supported by hard data. Figures from the Chamber of Automotive Manufacturers of the Philippines and the Truck Manufacturers Association place Nissan third in nationwide sales from January to April 2025, with a 5.7 percent market share. This performance positions the brand on track to at least match the more than 26,000 units sold in 2024.

That momentum, Tsutsumi noted, demonstrates the subsidiary’s resilience despite currency volatility and parts shortages that continue to impact regional manufacturing. He reiterated that Nissan Philippines remains safe and strong, emphasizing that sustained profitability enables investment in people, dealer facilities, and customer programs.

Without revealing confidential details, Tsutsumi spoke openly about refining after-sales programs, expanding the e-Power hybrid lineup, and leveraging Nissan’s global alliance for battery-electric offerings suited to Philippine charging infrastructure.

By the end of the evening, the optimism was palpable. The anticipated stream of new vehicles, combined with an expanding dealer network, painted a picture of a carmaker preparing not merely to compete but to lead in segments it once dominated. For a market that has seen veteran brands either retreat or scale back, this reassurance held significant weight.

Industry observers will assess the promise based on what arrives in showrooms over the next 18 months. For now, the message is clear: Nissan is staying the course, and Tsutsumi intends to press the accelerator.