Power Wheels Magazine A Notch Above
Isuzu Philippines Corporation (IPC), the exclusive importer, assembler and distributor of Isuzu pickup trucks, SUVs, and commercial trucks in the country, held its traditional Presidency Turnover Ceremony at the Golden Ballroom of Okada Manila Hotel & Casino in Parañaque City on April 24, 2025. During the event, IPC officers and invited members of motoring press attended to bid a fond farewell to outgoing president Tetsuya Fujita and to bid a warm welcome to incoming president Mikio Tsukui.
Outgoing IPC president Tetsuya Fujita
During his term as IPC President from 2023 to 2025, Fujita worked tirelessly to maintain Isuzu’s sales position as the “Number One Truck Brand in the Philippines” despite the onslaught of challengers from China. He spearheaded several projects, initiatives and activities with the company, with members of the media, and with customers to further promote Isuzu’s position as “Your Responsible Partner”. His ready smile, friendly demeanor and infectious sense of humor endeared him to all the people he worked with throughout his tenure in the Philippines.
The motoring press will miss Fujita’s light-hearted demeanor and fun personality.
Before coming to the Philippines, Fujita was the Corporate Planning Manager in Isuzu Commercial Truck of America (ICTA) in California, USA from 2005 to 2010; General Manager for Sales Department in Isuzu Motors International Operations Thailand (IMIT) in Bangkok, Thailand from 2014 to 2017; and Chairman & CEO in Isuzu Motors de Mexico from 2020 to 2021. He draws on his experience as an Isuzu sales and operations expert for Isuzu Motor Limited (IML) Japan since 1991. Fujita’s new post will be in Hiroshima, Japan as President of Isuzu Motres Chugoku-Shikoku Co., Ltd.
Formal pose: Fujita with Joseph Ong of Chinese Commercial News; Lester & Shawie Dizon of Power Wheels Magazine; Arabelle Jimenez & Monch Henares of Motorismo & Monchter Chronicles; James Tagle of Auto Haven; and Andy Sevilla of Manila Standard & Market Monitor.
Selfie time! Fujita with Mike Potenciano of MP Turbo, IPC Sales Division Head Robert Carlos, Bess Zamora of AAP Quarterly, Andy Sevilla and Lester Dizon
For his part, incoming president Tsukui is committed to build upon IPC’s legacy of excellence while attending to IPC’s evolution to meet the changing needs of the Philippine market. He plans to sustain Isuzu’s stronghold as the “Number One Truck Brand in the Philippines”, to introduce more aggressive offerings in the Light Commercial Vehicle (LCV) segment, and to continuously expand IPC’s dealership network across the country. These initiatives aim to boost IPC’s market share and further strengthen its presence, particularly in the growing LCV sector.
Incoming IPC President Mikio Tsukui
“As competition continues to intensify with new brands entering the Philippine automotive market, I firmly believe that IPC is well-positioned for sustained success,” Tsukui added. “We have the right product lineup that addresses the needs of Filipino consumers, and our excellent aftersales service sets us apart. Isuzu vehicles are known for their durability and long-term value, which is why we continue to enjoy the trust of our customers. Our strong brand reputation, built over decades, remains one of our greatest strengths.”
Outgoing president Fujita hands over the ceremonial symbol of Isuzu’s growth in the Philippines to incoming IPC president Tsukui.
In behalf of the local motoring media, Business Mirror publisher Anthony Cabangon took his turn on the podium to thank outgoing president Fujita for the friendship and camaraderie that he has espoused with members of the press. He emphasized that everyone will surely miss Fujita’s easy-going and cheerful nature. Cabangon then congratulated Tsukui for his new post as IPC President and welcomed him to new home, the Philippines. He assured the incoming president of the continued support from the motoring media that he can rely on to further the promotion and growth of Isuzu in the country.
Anthony Cabangon, the publisher of Business Mirror, spoke in behalf of the Philippine motoring media.
IPC Sales Division Head Robert Carlos leads the toast with Executive Vice President Yasuhiko Oyama, outgoing President Tetsuya Fujita, incoming IPC President Mikio Tsukui, Vice President for Sales Toshihiko Kojima, and Assistant Vice President for Aftersales Hodaka Matsuda
Outgoing president Fujita and incoming IPC President Tsukui with Joseph Ong of Chinese Commercial News; Lester & Shawie Dizon of Power Wheels Magazine; Arabelle Jimenez & Monch Henares of Motorismo & Monchter Chronicles; James Tagle of Auto Haven; and Andy Sevilla of Manila Standard & Market Monitor.
Let’s drink to that! Fujita changes from his formal barong to a more relaxed casual attire for the after-ceremony party with James Tagle, Shawie Dizon, Joseph Ong and Lester Dizon.