Isuzu Philippines Ushers in New Era of Growth with Incoming President Mikio Tsukui

Isuzu Philippines Corporation (IPC) formally welcomed Mr. Mikio Tsukui as its new President on April 24, 2025, during a ceremonial turnover attended by media and influencers. Succeeding Mr. Tetsuya Fujita, who returns to Isuzu Motors Limited in Japan, Mr. Tsukui brings over 30 years of experience within the Isuzu Group. His background includes key leadership roles in China, Europe, and the ASEAN region, particularly Malaysia, where he played an instrumental role in expanding Isuzu’s market presence and enhancing operational performance.

Mr. Fujita’s tenure was marked by strategic milestones that strengthened IPC’s industry leadership, including the launch of the “Road to Progress” campaign, which teased the brand’s transition into electric vehicles (EVs). He also pushed for lifestyle engagement through activities like Overlanding trips and led the modernization of IPC’s dealership network. These initiatives will serve as the foundation for Mr. Tsukui’s leadership as he aims to build on the momentum established during Mr. Fujita’s time.

In his address, Mr. Tsukui affirmed his dedication to driving IPC’s continued success by focusing on strengthening Isuzu’s market dominance in the truck segment, growing its presence in the Light Commercial Vehicle (LCV) market, and expanding the company’s nationwide dealer network. He emphasized the importance of product reliability, strong aftersales support, and long-term value as key pillars of IPC’s continued customer trust and competitive edge.

The leadership transition aligns with IPC’s recent product offensive, including the launch of the 2025 Isuzu mu-X at the Manila International Auto Show, which showcased the company’s renewed focus on innovation and customer-driven design. As the automotive landscape evolves with new competitors entering the market, IPC is poised for aggressive growth, and Mr. Tsukui’s international experience is expected to guide the company in solidifying its foothold across both commercial and lifestyle vehicle segments.