2025 Marks The Golden Year of Suzuki Philippines

Suzuki Philippines Incorporated, the wholly-owned Japanese multinational manufacturer and distributor of motorcycles and scooters, and the distribution of compact vehicles and outboard motors, officially started their year-long 50th Anniversary celebration aptly during the start of the Chinese Lunar Calendar 2025.

The Suzuki brand was actually introduced into the country in the 1950s when Suzuki motorcycles were distributed nationwide by Rufino D. Antonio and Associates, Inc. A joint venture was entered in July 10, 1975 with Suzuki Motor Co., Ltd. Japan, which created the Antonio Suzuki Corporation (ASC). The first motorcycle models that came out of the initial Motorcycle Division at the sprawling Pasig facility were the Suzuki B120, GP100, GP125, TS100, and TS125, which became popular among Filipino motorcycle riders.

From ASC to SPH

The company was renamed as Suzuki Philippines Incorporated (SPH) after it became a wholly-owned subsidiary of Suzuki Motor Corporation Japan in 1985. Three years later, Suzuki through Pilipinas Transport Industries Inc. (PTII), introduced its first line-up of 4-wheeled vehicles with the Suzuki Samurai 4WD compact sport utility vehicle (SUV) and the Suzuki Super Carry compact van and pickup truck.

In 1999, SPH took over the operations from PTII and eventually established the Automobile Division. Through the years, Suzuki vehicles such as the Jimny, Vitara and Grand Vitara compact SUVs, the Alto, Celerio, Ertiga, Swift and S-Presso 5-door hatchbacks, the Kizashi, DZire and Ciaz 4-door sedans, the APV passenger van, and the Ertiga and XL7 multipurpose vehicles (MPVs) helped establish Suzuki as a popular and reliable automotive brand.

Suzuki for Land and Sea

The Philippine motorcycle industry experienced continuous growth from 2004 and SPH has been at the forefront of providing innovative, reliable, and fun-to-ride motorcycles that are perfectly suited to the needs of Filipino riders. The Suzuki Raider 150 became the sportiest “must-have” underbone to hit the streets while its bigger stable mates, the Hayabusa, GSX-R and Gixxer models further solidified Suzuki’s sports bike image. The V-Strom challenged the adventure bike segment while the Smash and Burgman created ripples in the commuter and scooter segments.

In 2012, SPH moved its operation from Pasig to a 126,000-square-meter facility in Carmelray Industrial Park in Canlubang, Laguna to accommodate its localization and expansion programs. In 2016, SPH established its Marine Division and introduced its outboard engines, making Suzuki the only integrated motorcycle, automobile and outboard motor company in the country. On its 50th year, Suzuki can proudly claim to be the only multinational company in the Philippines with the vision, innovation and versatility to offer vehicles for both land and water.

One Suzuki Kick-Off Ride 

To mark the start of Suzuki’s Golden Year in the Philippines, SPH held the “One Suzuki Kick-Off Ride” that brought together the Trifecta of Suzuki Products – 2-wheels, 4-wheels and outboard motors from SPH’s Motorcycle, Automobile, and Marine Divisions. The kick-off event, which was held January 28th and 29th, gathered 62 media personalities and influencers from 57 networks and publications for two days of riding, driving and enjoying the sea at the prestigious Pico de Loro Beach and Country Club in Nasugbu, Batangas.

The ride and drive adventure started from the SPH Canlubang factory grounds. Several motorcycle journalists rode various Suzuki models such as the Raider R150 Fi, Smash Fi, Burgman Street Standard and EX variants, GIXXER 155cc and 250cc variants and the V-Strom 250 SX adventure bike. Behind the motorcyclists, the motoring media people joined the long convoy from Laguna to Batangas driving the Jimny 5-Door and XL7 Hybrid. After lunch, the participants were treated to an exhilarating boat ride on nine speed boats powered by Suzuki’s Twin DF300 and DF350 outboard motors that took the participants across the waters of Nasugbu, which allowed everyone to witness the stunning seascape at sunset.

Proud Suzuki Heritage

 Jose Salavarria, the head of SPH Motorcycle Division, was proud of Suzuki’s rich heritage.  “Suzuki’s journey in the Philippines started with motorcycles in the 1950s. Today, we have 30 models in our lineup, 12 of which are proudly manufactured in the Philippines”, he stated. “Our Laguna plant caters not only to local demand but also to export markets in neighboring Asian countries. Our commitment to innovation will continue, ensuring we provide the latest technology to meet Filipinos’ mobility needs.”

SPH Automobile Division Director and General Manager Norihide Takei underscored the company’s continued growth. “Suzuki Automobile achieved a more than 10% growth in 2024, surpassing the industry average”, he shared. “This growth reflects the trust and love Filipinos have for Suzuki vehicles, from the iconic Jimny 3-Door to our latest innovations, the Jimny 5-Door and XL7 Hybrid. We are excited to introduce more remarkable products in the future that will continue making a difference in the lives of Filipinos.”

Completing the Trifecta

As the General Manager of the Marine Division, Yukio Sato was pleased with how the media participants were impressed with Suzuki’s marine engines. “With its rich maritime culture, the Philippines provided the perfect environment for Suzuki to offer reliable, efficient outboard motors to meet the needs of boat operators, and recreational boaters”, he exclaimed.  “Whether it was small engines for smaller boats or high-powered motors for larger vessels, Suzuki quickly became synonymous with reliability. Our outboards allowed every Filipino, whether navigating calm waters or tackling rough seas, to have confidence in the quality and performance of their Suzuki product.”

As the concurrent GM of the Aftersales Service Division, Sato-san underscored Suzuki’s commitment to provide the best After Sales Service for the motorcycle, automobile and marine products. “Purchasing a motorcycle, automobile or an outboard motor is a significant investment and the responsibility goes beyond the point of sale”, Sato explained. “Suzuki guarantees to be there with our customers every step of the way, ensuring that your Suzuki product performs at its best, year after year.”

One Suzuki Family

The “One Suzuki Kick-Off Ride” is the beginning of a year-long event designed to highlight the brand’s common manufacturing engineering philosophy across all divisions which revolves around power, speed, quality and reliability while keeping its commitment to sustainability. The kick-off event also provided an opportunity for the media to bond with Suzuki executives and fellow participants, strengthening the camaraderie among the Suzuki family.

SPH Managing Director Norminio “Boying” Mojica accredited Suzuki’s strong presence in the country to their dealers and media partners. “Suzuki is within the top five automotive brands in the Philippines across all divisions, with over 4,200 network outlets nationwide”, he announced. “We attribute this success not just due to our quality products, but also due to the strong relationships we’ve built with our dealer network and media friends.”

Emphasizing Suzuki’s commitment to its legacy of providing high-quality, reliable and innovative mobility solutions towards carbon neutrality, Suzuki Philippines President Koichiro Hirao emphasized, “Suzuki has been part of the lives of millions of Filipinos for five decades. From motorcycles to automobiles to marine products, our vehicles have become the ‘Filipino’s Life Companions – On and Beyond the Road’. We invite you to be part of the One Suzuki Family as we continue to build a brighter future together.”