Isuzu Philippines names new president

MANILA, Philippines — Isuzu Philippines Corp. (IPC), which is aiming to maintain its dominance in the truck segment, has named Mikio Tsukui as its new president.

Tsukui succeeds Tetsuya Fujita, who is returning to Isuzu Motors Limited in Japan.

With over three decades of experience within the Isuzu Group, Tsukui has built a robust career in managing operations in several key markets including China and Europe.

Tsukui also oversaw business strategies in Southeast Asia, including Malaysia.

Under the new leadership, IPC will continue initiatives spearheaded by Fujita to strengthen the company’s position in the market, particularly in the truck segment.

Tsukui said that he aims to maintain Isuzu’s position as the top truck brand in the country.

IPC hit a milestone in 2024, marking 25 consecutive years as the country’s leading truck brand, after it sold 4,591 truck units last year, accounting for 41 percent of the market.

With Tsukui at the helm, IPC also plans to introduce more offerings in the light commercial vehicle segment and expand IPC’s dealership network.

Earlier this month, the IPC unveiled the 2025 Isuzu mu-X midsize sports utility vehicle.

Tsukui said IPC offers products that are durable and address the needs of Filipino consumers.

The company will also continue to offer excellent aftersales services, he said.

“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,” Tsukui said.