The Market Monitor Minding the Nation's Business
Summer is really sizzling these days. In fact, it is just simmering hot when Isuzu Philippine Corporation (IPC) president Hajime Koso invited a set of motoring media practitioners to a birthday trip-cum-treat last April 21.
It’s not the natal day of Koso that day. It’s a day picked by IPC to celebrate with those motoring journalists whose birthdays fall during the first quarter of the year. This has been a tradition that dates back for several years now.
It’s not just a simple lunch date, as IPC used to do. This time, according to newly-appointed sales and marketing head Robert “Boyet” Carlos, they put in a new twist – a trip down south of Manila. Carlos said Mr. Koso would want to spend some time with them before he went back to Japan after finishing his record 7-year stint in the Philippines as head of the IPC.
Mr. Koso personally welcomed all the participants who gathered in a coffee shop that morning in Greenfields, Sta. Rosa, Laguna. After a short breakfast, they were then heralded to the four beautiful Isuzu Mu-X by IPC’s Anna Dalida to experience for themselves how to drive and be a passenger of their popular SUV.
The convoy was led by an orange Isuzu D-Max driven by IPC’s Hermes ‘Chairman’ Canon with support from IPC’s Yasuhiko Oyama and two other IPC “angels” Mia Dollentes and Eula Dy. Yvonne Linchangco missed the event as she was then busy with another IPC event.
The All-New second generation Isuzu Mu-X exudes quintessential luxury while retaining the brand’s heritage when it comes to reliability and power.
It now sports a new front facia and grille design that showcases the brand’s identity transitioning to a progressive nonetheless sophisticated character. The interior is equally impressive thanks to the intricate and smart design. It is designed to appeal to human response sensors making it a pleasurable space to spend time in for both the driver and passengers and there is a mix of multiple materials that visually compliments the silhouette of the All-New Mu-X.
At the heart of it is the new 4JJ3-TCX turbo engine with a 6-speed automatic transmission. This drivetrain produced 190 PS of power and 450 Nm of torque for smooth, effortless acceleration even when you need to carry or tow heavy load. On the other hand, specific variants equipped with the RZ4E-TC engine, now has improved performance due to better exhaust emission creating lower levels of noise and vibration as well as further increasing engine reliability and fuel economy.
First stop was the new tourist attraction in Laguna which is the Yambo Lake, one of the seven lakes in San Pablo, where the participants rode a “balsa” and experienced a lake crossing complete with snacks of buko pie, “kesong puti,” and bananas.
Just before noon, the participants drove to Sulyap Cafe, an olden-themed restaurant some 30 kms away where a very sumptuous lunch was served. Afterwards, the IPC “angels” came out with an individual chocolate cake to all the “birthday celebrants” where Koso gave a short speech and expressed his heartfelt thanks for their support to the IPC and his 7-year leadership.
Koso, who went onboard the four Isuzu Mu-X one after the other during the entire trip, said he will be turning over the helm of the IPC middle of next month and will go back to the Japan head office to finish his journey with the company by the end of the year (which is after his 65th birthday). “I will surely missed you all and also the delicious Filipino foods (foremost to him are the “sinigang” and fried bangus)!” he said.
Each of the attending birthday celebrants were given a cake each with candles to blow as Mr. Koso joined in singing Happy Birthday. After several photo-ops, the whole bunch went back to Manila savoring the experience of joining the very first Isuzu summer road trip after the two-year pandemic. A NDY SEVILLA