Former Toyoda secretary Masando Hashimoto takes his seat as TMP’s top man, ready to take on potentially record-setting year for Philippine car sales
Toyota Motor Corp seems to be run by superhumans. First, we have the chair himself, Akio Toyoda, making like Tony Stark to lead a double life in the boardroom and the racetracks. Now, Toyota Motor Philippines gets its own superhero in the shape and form of “The Flash.”
Right. So, Japan gets the Marvel action figure, we get a DC icon.
Why would I liken Masando Hashimoto, who had just been handed the presidency of Toyota Motor Philippines by his immediate predecessor Atsuhiro Okamoto in a formal turnover ceremony last night at the Grand Hyatt Ballroom in Bonifacio Global City, to the Flash? Maybe because of one incident during a recent trip to Buriram, Thailand where I was part of the media group from the Philippines that covered a motorsport event. With my own eyes, I saw a figure dart across rows of airport passenger counters, running so fast it was like a blur. And when that figure finally came to rest, I recognized the lean, 5’-11” frame of Hashimoto-san, who seemed to not even break a sweat. Later on, I would learn that the man was into a multitude of physically taxing sports—cycling, jogging, and swimming. And still, he’d even find time to play golf.
My coverage in Buriram gave me an opportunity to get to know more this 46-year-old Japanese executive, who at that time was still TMP senior vice president. I learned that he brought his favorite road bike from Japan to Manila, and that on weekends, he goes biking with his friends. This was, for sure, a vastly different image of a man who suited up as Michael Jackson and danced to “Thriller” during the TMP media thanksgiving party this January.
The man who would become the youngest president TMP has had carries heavy expectations on his shoulders. When you’ve been number one for so long, the burden to stand out gets even more difficult. And that’s what’s waiting for Masando when he takes over. TMP already has a 46.53-percent market share. What more does it require of the man? Well, more of the market, obviously.
But wait, Hashimoto says he has an idea how to get even better results for TMP this year.
“While it’s true that it sells the greatest number of vehicles in the local market, it is a different story as to how much TMP, as well as the local parts makers, produce as compared to its regional peers in Thailand and Indonesia. Toyota should and will never become complacent. I believe we should foster stronger industry collaboration and harness the fullest potential of the Philippine human capital,” Hashimoto points out.
Combine this with the rosy outlook for local vehicle sales, and Hashimoto could very well be on his way to even greater success for TMP. According to the Chamber of Automotive Manufacturers of the Philippines Inc (Campi), the local automotive sector can reach 500,000-unit sales in 2024, based on the 22-percent growth of the industry in 2023.
Akio’s secretary
I learned that Hashimoto-san became a business secretary to TMC chair Akio Toyoda at the Toyota headquarters from 2021 to 2022. He told me that he was “deeply honored” to have served the chair.
“I worked under him for two years. It was a big assignment and I am very proud of it. I learned a lot from him. Chairman Akio has many roles. Using his talents, he went to great lengths to turn those around him into friends and fans, to get them to empathize with his vision,” Hashimoto told me.
The ‘right boy’
Hashimoto’s father and mother were both teachers. His first name, Masando, was given by his father.
“‘Masa’ means right, honest, straight in Japanese, and ‘Ndo’ meaning boy. I am proud of this name. My last name, Hashimoto, is a combination of the characters for ‘bridge’ and ‘book’.”
Hashimoto was born and raised in the Kagawa prefecture, a port town that he describes as having “many bridges.”
Hashimoto first came to Manila in January 2023, and he will be turning 47 in April here.
“Records show I would be the youngest president in TMP’s history. I will turn my youth into strength,” Hashimoto stressed.
Hashimoto has been with Toyota for the past 17 years. Before that, he worked for Panasonic for seven years. he said he joined Toyota because he wanted to fulfill his dream of working overseas.
Big shoes to fill
Whatever he decides to do from here on, Hashimoto will have big shoes to fill.
According to Hao Tien, Asia Deputy CEO, who thanked Okamoto, “under the steadfast guidance of Okamoto, TMP achieved unprecedented milestones amidst the challenges of the Covid-19 pandemic. Surpassing the 200,000-unit sales mark and securing 22 consecutive triple crowns underscore TMP’s commitment to excellence while supporting the daily lives of the Filipino community.”
Tien added: “Looking ahead, it is with great pleasure that I introduce Mr. Hashimoto, a seasoned leader with whom I have had the privilege of collaborating within TMC and during his tenure at Toyota Motor Thailand. With his wealth of experience, particularly in the Asian region, I am confident that Mr Hashimoto will continue to lead Team Toyota Philippines towards its future goals.”
TMP chair Alfred V. Ty said that Okamoto “was greeted by the eruption of Taal volcano after over 40 years of quiet, triggering almost 600 volcanic earthquakes in just four years. Little did we know that this was only the tip of the iceberg of the challenges that Okamoto-san would face.
Ty added: “The spread of the Covid-19 virus was rising and in March 2020 lockdown was imposed on the whole country and many parts of the world. The economy went into a tailspin, lives and livelihood were disrupted and there was no answer in sight. The challenges mounted and were even compounded by extraordinary weather disturbances and geo-political conflicts.”
Even during the pandemic, Ty said that “he launched one new model after the other, a total of five model launches in 2020 via online technology. He kept the workforce intact—office, factory, logistics—and he kept the factory running and he stood with our customers, dealers, suppliers and partners.”
Hashimoto is described by TMP in the press statement as “a seasoned executive with 24 years of experience in the manufacturing industry. A graduate of Keio University in Tokyo, Japan, he began his career at TMC in 2007 and has honed his expertise in various areas including global sales and business planning, Asia distribution, and human resource management.”
Hashimoto has held various managerial positions within TMC and became senior division coordinator in 2016 at Toyota Motor Thailand, where he handled distribution operations. In recent years, Hashimoto developed an in-depth understanding of the Asian market and the specific nuances of the Philippines.
Additionally, Hashimoto serves as the chair of Toyota Mobility Solutions Philippines Inc, TMP’s mobility services arm and wholly owned subsidiary.
