Mikio Tsukui, new president of Isuzu Philippines Corporation (IPC) vowed to defend its stronghold as the number one truck brand in the country with an aggressive offerings in the Light Commercial Vehicle (LCV) segment, amid intense market competition.
The Japanese truck manufacturer made the announcement as it officially introduced on April 24, 2025, the successor of Mr. Tetsuya Fujita, who has returned to Isuzu Motors Limited in Japan after a successful tenure leading IPC.
In his inaugural speech, Mr. Tsukui acknowledged the intensifying market competition in the automotive industry. With that he outlined his mission for IPC moving forward: to sustain Isuzu’s stronghold 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.
Isuzu has two LCV models DMAX, a pick-up, and Mu-X, a sports utility vehicle. As of the first quarter this year, DMAX sold a total of 1,059 units, reflecting a 67 percent increase from the same period last year. Its Mu-X model sold 446 units for a 17 percent increase over comparative period in 2024.
“As competition in the automotive market continues to intensify with new brands entering the scene, I firmly believe that IPC is well-positioned for sustained success,” Mr. 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.”
The leadership transition comes at a pivotal time for IPC, following the recent unveiling of the 2025 Isuzu mu-X at the Manila International Auto Show—an event that marked the beginning of a bold new chapter for the company. The launch signaled IPC’s renewed focus on innovation, design, and customer-centric upgrades in its product offerings. With heightened competition in the automotive landscape, IPC is set to ramp up its marketing, dealership network, and customer engagement efforts to position its LCV models more prominently in the market.
Mr. Tsukui’s strategic vision and international experience are poised to guide IPC in reinforcing its dominance in the truck category while expanding its influence in the high-potential LCV space – ensuring sustained growth and long-term customer satisfaction.
A seasoned executive with over three decades of experience within the Isuzu Group, Mr. Tsukui has built a robust career managing operations in several key global markets. His previous assignments include leadership roles in China and Europe, where he was instrumental in enhancing Isuzu’s market positioning and operational efficiency.
He also oversaw business strategies in the ASEAN region, including Malaysia, where he played a pivotal role in regional growth initiatives. His diverse international experience equips him with a broad perspective and a deep understanding of dynamic market environments.
Meantime, during his time as IPC President, Mr. Fujita spearheaded several impactful initiatives that strengthened IPC’s market leadership and reinforced its commitment to future-ready mobility. Notably, he championed the company’s “Road to Progress” campaign, by igniting public interest in sustainable transport by teasing the introduction Isuzu EV trucks. Under his leadership, IPC also introduced more lifestyle activities like Overlanding trips and further accelerated the expansion and modernization of its dealer network, ensuring broader reach and improved customer service nationwide.
