Suzuki is undoubtedly a familiar marque in the Philippines. Depending on your inclination for mobility, you might see this as an automotive brand or motorcycle marque. Either way is correct; in fact, you can even add a third persona: marine product maker.
That’s the crux of the matter as Suzuki Philippines recently celebrated its 50 year of operations here with a public showcase of its considerable portfolio. In a release, SPH said the effort “(honors its) rich history as (it) moves forward to provide the best form of mobility to Filipinos to help improve their way of life.”
Suzuki Philippines (SPH) President Koichiro Hirao
In an interview with the media, SPH Managing Director Norminio Mojica described Suzuki as “a customer-centric company that continuously innovates.” He added, “It’s also our mission (to) provide products of superior value, focusing on the customer. So this is basically the guiding principle of Suzuki: Providing value-packed products of the highest quality (while maintaining) affordability. This is basically the reason why Suzuki has been able to sustain its growth in the Philippines for five decades.”
The SM Mall of Asia Activity Center was transformed into what SPH called the Matsuri Village (matsuri loosely means festival) to show off Suzuki products in automotive, two wheels, and marine categories. Pocket displays were scattered throughout the Mall of Asia. Other ancillary activities included the One Suzuki Dealer Convention, and a Sunday event called Suzuki Big Ride, a 26-kilometer motorcycle trip for an estimated 1,200 Suzuki Club Riders.
Mojica declared that as the only company carrying three product categories here, Suzuki’s versatility defines it as a “brand that grows with different aspects of Filipino life.”
Posing with the just-previewed Suzuki Fronx are (from left) SPH Director and General Manager for Automobile Division Norihide Takei; SPH President Koichiro Hirao; Suzuki Motor Corp. Managing Officer and Executive General Manager for Automobile Marketing (Asia, Latin America, and Oceania) Masafumi Harano; and SPH Managing Director Norminio Mojica
Meanwhile, SPH Director and General Manager for Automobile Division Norihide Takei reported that business has been “quite strong” for the automotive arm of the brand. “In 2024, the overall automotive market grew by 108% year on year, but Suzuki surpassed that, achieving 110 percent growth – effectively outpacing the market.”
The momentum, he added, “has carried over into 2025.” From January to March, SPH recorded sales of 8,913 units, reflecting 112 percent year-on-year growth. Takei noted as well that Suzuki ranked third in the industry in April and May. “(This is) a testament to the commitment of our entire team and our dealer partners. These milestones not only reflect strong business performance but also the growing consumer confidence in the Suzuki brand,” he averred.
At the Matsuri Village, SPH executives also unveiled the Suzuki Fronx, a subcompact crossover that is expected to be formally launched over the next couple of months. The mild-hybrid version revealed at the event may or may not be the actual homologation that Filipino car browsers will see at Suzuki showrooms. This will be dependent on supply, dollar exchange rates, and other external factors, Takei told “Velocity.”
Mojica reassured that Suzuki will be in the country for the long haul amid a glut of brands. He promised: “Suzuki will continue to provide products that are customer-centric. Our vision is to aim for mobility (that is) closely connected with the customer. In the next 50 years, expect Suzuki to provide products that will contribute toward carbon neutrality in our society.”
