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Manila Bulletin devider Business devider Isuzu Philippines names Mikio Tsukui as new president to drive market share growth

Isuzu Philippines names Mikio Tsukui as new president to drive market share growth

Published Apr 25, 2025 06:24 am

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(Left) outgoing Isuzu Philippines Corp. President Tetsuya Fujita and incoming Isuzu Philippines Corp. President Mikio Tsukui (Dexter Barro II/MANILA BULLETIN)

Isuzu Philippines Corp. (IPC) has appointed long-time Isuzu Group executive Mikio Tsukui as its new president, as part of the company’s push to expand its market share while maintaining its status as the number one truck brand in the country.

During a turnover ceremony on Thursday, April 24, IPC officially introduced Tsukui, succeeding Tetsuya Fujita, who will assume a new role in Isuzu Motors Ltd. in Japan.

The outgoing Fujita, who assumed his role in 2023, spearheaded initiatives that strengthened IPC’s market leadership, such as dealer network expansion and customer service improvement.

These strategies are expected to be carried forward and built upon under Tsukui’s leadership, as IPC continues to evolve with the changing needs of the Filipino market.

A seasoned executive with over three decades of experience, Tsukui has built a robust career overseeing operations in key global markets within the Isuzu group.

His previous assignments include leadership roles in Europe, China, and Southeast Asia, where he was vital in accelerating Isuzu’s operational efficiency and positioning in the market.

Tsukui’s wide-ranging international experience and deep understanding of dynamic market environments are seen vital in building upon IPC’s storied legacy in the Philippines.

“I am honored to lead Isuzu Philippines Corp. and continue our mission of delivering reliable and innovative transport solutions to our customers,” said Tsukui, who vowed his commitment to contribute to the growth of the Philippine automotive industry.

Tsukui said his main priority for IPC is to maintain its stronghold as the number one truck brand in the country and to introduce more aggressive offerings in the light commercial vehicle (LCV) segment.

These initiatives, he said, aims to boost the company’s market share and further enhance its presence in the LCV sector.

“As competition in the automotive market continues to intensify with new brands entering the scene, I firmly believe that IPC is well-positioned for sustained success,” said Tsukui.

Based on the latest joint data of the Chamber of Automotive Manufacturers of the Philippines Inc. (CAMPI) and the Truck Manufacturers Association (TMA), IPC was the sixth-biggest auto company in the Philippines based on total vehicle sales during the first quarter of the year.

IPC sold 4,371 units from January to March, a 3.73-percent increase from the 3,811 units during the same period last year.

“We have the right product lineup that addresses the needs of Filipino consumers, and our excellent aftersales service sets us apart. Isuzu vehicles are known for their durability and long-term value, which is why we continue to enjoy the trust of our customers,” Tsukui said.

“Our strong brand reputation, built over decades, remains one of our greatest strengths,” he added.

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