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Ronald Rey M. de los Reyes

Former Nissan PH president leaves behind a legacy of growth and expansion, will his successor be up to the task?


For two years, Colombian Juan Manuel Hoyos led Nissan Philippines to significant growth in the country. Under his leadership, the Japanese carmaker was able to expand, particularly with the vehicle launches of various key products across a number of segments in the local automotive market. Hoyos headed the introduction of the all-new Nissan Kicks e-POWER, Livina, GT-R, Nissan Z and the Almera with NissanConnect Services.

Through these, the company remarkably expanded its footprint in the country, propelling Nissan to achieve an impressive 37-percent growth by the end of the fiscal year 2023.

In his short two-year stint, Hoyos leaves behind a legacy of success wherein succeeding leaders of the company ought to emulate. He is now tasked to head the Mexico-based Nissan Importers Business Unit in the Americas.

In a handover ceremony held at the Grand Hyatt Manila in Bonifacio Global City, Nissan begins a new chapter as it appoints Yasuhisa Masuda as its new president.

The event was then attended by various partners from the government and industry, Nissan dealer network principals and members of the media. Notably, Jose Roman, Nissan senior vice president and Global Sales and head of INFINITI, and Toshihiro Fujiki, new Nissan ASEAN and Thailand president likewise graced the affair.

“I truly believe that Nissan Philippines will be in good hands under the leadership of Masuda. The years of experience he has gained from working with Nissan are sure to aid the brand in sustaining the growth that we have established in the last few years,” said Hoyos.

“I am looking forward to seeing what the future has in store for Nissan Philippines under this new chapter,” he added.

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For his part, Masuda brings with him 12 years of experience with Nissan. His expertise lies in market intelligence, brand and media strategy. He held the position of Nissan’s chief marketing officer for Japan marketing division before his appointment as Nissan Philippines president. He has likewise worked in the Fast-Moving Consumer Goods (FMCG) Industry prior to joining Nissan.

“I am looking forward to seeing where we can take the Nissan brand in the coming years. The Philippines has always been a promising market for the brand, and we will continue to work to sustain, if not surpass the growth that has been achieved in the country,” Masuda shared.

Furthermore, according to him, he plans to strengthen the company’s push for electrification, brand image, digitization and strong dealership expansion.

Thus, the question now lies whether he would be able to continue the legacy or even surpass what his predecessor was able to establish here in the county. That–for now–remains to be seen.