Isuzu welcomes new president

The Isuzu Philippines Corporation (IPC) has a new president and  Mikio Tsukui was formally introduced in a formal turnover ceremony last week at the Okada Hotel in Paranaque City. Tsukui succeeds Tetsuya Fujita, who has returned to Isuzu Motors Limited in Japan.

A seasoned executive with over three decades of experience within the Isuzu Group, Tsukui has built a robust career managing operations in several key global markets. His previous assignments include leadership roles in China and Europe, where he was instrumental in enhancing Isuzu’s market positioning and operational efficiency. 

He also oversaw business strategies in the ASEAN region, including Malaysia, where he played a pivotal role in regional growth initiatives. His diverse international experience equips him with a broad perspective and a deep understanding of dynamic market environments.

In his inaugural address, Tsukui expressed his commitment to building upon IPC’s legacy of excellence. “I am honored to lead Isuzu Philippines Corporation and continue our mission of delivering reliable and innovative transport solutions to our customers. Together with our dedicated team, we will strive to enhance our services and contribute to the growth of the Philippine automotive industry.”

Tsukui also outlined his mission for IPC moving forward: to sustain Isuzu’s stronghold as the number one truck brand in the Philippines, to introduce more aggressive offerings in the Light Commercial Vehicle (LCV) segment, and to continuously expand IPC’s dealership network across the country. These initiatives aim to boost IPC’s market share and further strengthen its presence, particularly in the growing 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. 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. Our strong brand reputation, built over decades, remains one of our greatest strengths,” Tsukui said.