Isuzu Philippines Corporation (IPC) officially welcomed Mr. Mikio Tsukui as its new President during a formal turnover ceremony attended by media members and influencers—marking a pivotal moment in the company’s leadership journey.
Mr. Tsukui takes over from Mr. Tetsuya Fujita, who returns to Isuzu Motors Limited in Japan following a successful stint at IPC. Bringing with him over 30 years of experience within the Isuzu Group, Mr. Tsukui has held key leadership positions across major international markets, including China and Europe. His global track record includes strengthening brand presence and driving operational excellence—making him well-poised to steer IPC through its next phase of growth.
Mr. Tsukui’s extensive international experience also includes overseeing business strategies across the ASEAN region, with a key focus on Malaysia, where he played a central role in driving regional growth initiatives. His global expertise provides him with a comprehensive understanding of evolving market dynamics and the agility needed to navigate complex business landscapes.
During Mr. Fujita’s tenure as President, he successfully led several initiatives that reinforced IPC’s position as an industry leader, with a strong focus on future-ready mobility. Among his major accomplishments was championing the “Road to Progress” campaign, which sparked public interest in sustainable transport solutions, particularly with the anticipated launch of Isuzu EV trucks. Under his leadership, IPC also expanded its lifestyle-oriented activities, such as Overlanding trips, while accelerating the modernization of its dealer network to broaden its reach and elevate customer service nationwide. These impactful strategies will continue to shape IPC’s direction under Mr. Tsukui’s leadership as the company adapts to the ever-changing needs of the Philippine market.
In his first address as President, Mr. Tsukui reaffirmed his commitment to 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,” he stated.
Mr. Tsukui also outlined his strategic vision for IPC’s future, emphasizing the company’s commitment to maintaining its leadership as the number one truck brand in the Philippines. He aims to introduce more competitive offerings in the Light Commercial Vehicle (LCV) segment while continuing to expand IPC’s dealership network nationwide. These initiatives are designed to increase IPC’s market share and further solidify its presence, particularly in the fast-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,” Mr. Tsukui added. “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.”
The leadership transition comes at a pivotal moment for IPC, following the highly anticipated unveiling of the 2025 Isuzu mu-X at the Manila International Auto Show. This event marked the beginning of an exciting new chapter for the company, signaling a renewed focus on innovation, design, and customer-centric upgrades in its product offerings. With rising competition in the automotive sector, IPC is poised to accelerate its marketing efforts, dealership network expansion, and customer engagement strategies to position its LCV models more prominently in the market.
Mr. Tsukui’s international experience and clear strategic vision are set to steer IPC towards reinforcing its dominance in the truck category while expanding its footprint in the LCV market. His leadership will ensure the company’s continued growth and long-term customer satisfaction in an increasingly competitive automotive landscape.