From ‘Hiro’ to ‘Masa’: Toyota Motor PH now under new leadership

MANILA: Toyota Motor Philippines Corporation (TMP) has officially introduced Masando Hashimoto as its new president.

The ceremonial turnover was held on Tuesday with Hashimoto assuming the leadership role from Atsuhiro Okamoto, whose stint was riddled with major challenges — being welcomed by the eruption of the Taal Volcano followed by the ill-effects of the Covid-19 health crisis that affected not just the country, but whole world.

In his speech, TMP Chairman Alfred Ty welcomed the new president by underscoring the latter’s wealth of experience gained from 24 years in the manufacturing industry.

With his career at Toyota Motor Corporation (TMC) started in 2007, the 46-year-old executive’s expertise had spanned various critical functions such as global sales and business planning, Asia distribution, and human resource management.

Hashimoto’s career highlights

After holding numerous managerial positions within TMC, Hashimoto became senior division coordinator in 2016 at Toyota Motor Thailand, where he handled distribution operations. In recent years, Mr. Hashimoto developed an in-depth understanding of the Asian market and the specific nuances of the Philippines.

Last year, Hashimoto joined TMP as the Senior Vice President for Marketing.

With his recent appointment, Hashimoto now holds the record of being the youngest president in TMP history.

Aside from being the TMP president, he also serves as the chairman of Toyota Mobility Solutions Philippines, TMP’s mobility services arm and wholly-owned subsidiary.

In his address, Hashimoto urged for a stronger collaboration in the automotive industry and seeks to harness the fullest potential of the Philippine human capital. “As [local> manufacturing remains at the core of its business, Toyota can have the best of both worlds of hardware for production quality and software for [highly skilled> workforce,” he said.

The turnover of leadership comes as TMP further grows with new mobility solutions and automotive value chain innovations.

TMP is also preparing for the local production of the IMV 0 (Zero), the company’s third completely-knocked-down model and game-changing light commercial vehicle that was unveiled last year.

“Under your leadership, we look forward to the introduction of the next-generation Tamaraw, a step-up in our drive towards electrified and connected mobility and the further upliftment of the lives of Filipinos,” Ty said.

Okamoto’s achievement in TMP

Meanwhile, Ty also recognized Okamoto’s leadership during his time as president.

"Even amidst the darkest days of the pandemic, Mr. Okamoto steered Team Toyota Philippines with unwavering resolve, launching new models, maintaining workforce integrity, and standing in solidarity with our customers, dealers, suppliers, and partners," Ty shared.

In his capacity as the company president, Okamoto led TMP to new historical record high sales and had one of the highest manufacturing quality and efficiency standards in the Southeast Asian region.

Also, TMP — under Okamoto’s tenure — went back to pre-Covid operating levels by 2022.

Meanwhile, Toyota remains to be the best-selling car marque for the 22nd straight year — with TMP setting a new all-time sales record last year.

Photos from Ruben Manahan IV

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