Nissan PH welcomes new leadership

Nissan Philippines, Inc. (NPI) has officially welcomed Yasuhisa Masuda as its new President. 

The formal handover ceremony took place at the Grand Hyatt Manila in Bonifacio Global City, graced by esteemed attendees such as Jose Roman, Nissan Senior Vice President and Global Sales Head of INFINITI, and Toshihiro Fujiki, the newly appointed President of Nissan ASEAN and Thailand. The gathering also included various government and industry partners, Nissan dealer network principals, and members of the media.

Yasuhisa Masuda brings with him over 12 years of dedicated service with Nissan, having joined the company in 2011. His extensive experience includes leadership roles in Market Intelligence, Brand and Media Strategy. Prior to his appointment at Nissan Philippines, Masuda was the Chief Marketing Officer for Nissan’s Japan Marketing Division. His professional journey also includes a significant tenure in the Fast-Moving Consumer Goods (FMCG) industry, which has enriched his strategic and operational expertise.

Yasuhisa Masida

As he assumes the presidency, Masuda’s vision for Nissan Philippines is clear and ambitious. He aims to build on the strong foundation laid by Hoyos, focusing on three key areas: the push for electrification and an exciting brand image, the advancement of digitization initiatives, and the strengthening of Nissan’s dealer network. These initiatives are aligned with Nissan’s global strategy of innovation and customer satisfaction.

“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-san said in his inaugural speech.

Personally, Masuda-san shared his deep history with NIssan, reflecting  his childhood with NIssan vehicles, including his first toy as a kid, a Z car. A huge sneakerhead, he’s also a huge fan of pop culture, including Star Wars and punk music. His youthful demeanor is expected to reflect in his leadership, bringing over a dynamic and casual environment to NPI.

The ceremony at the Grand Hyatt Manila not only marked a significant leadership transition but also set the stage for a new era of growth and innovation for Nissan Philippines. With Masuda at the helm, the company is poised to continue its upward trajectory, bringing cutting-edge technology and exciting new products to the Philippine market.

Masuda-san steps into his new role following the successful tenure of Juan Manuel Hoyos, who achieved a remarkable 31% growth by the end of the 2023 fiscal year, with strong sales figures across the company’s diverse product lineup. Hoyos is leaving behind a robust growth for NPI, launching multiple products like the refreshed Almera subcompact sedan, facelifted Patrol, newest Z car, and the 2024 GT-R. He has been appointed President of the Mexico-based Nissan Importers Business Unit (NIBU) in the Americas.

“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. I am looking forward to seeing what the future has in store for Nissan Philippines under this new chapter,” Hoyos remarked, reflecting on his successful tenure and the promising future ahead.

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