There’s a new man at the helm of Isuzu Philippines Corporation. On April 24, the company officially welcomed Mikio Tsukui as its new president. While the turnover marked the end of an era with outgoing head Tetsuya Fujita, it also marked the start of a new chapter full of bold ambitions.

So, what’s on Tsukui-san’s road map for IPC? Maintain Isuzu’s leadership in the truck segment; go all-in in the Light Commercial Vehicle space; and continue expanding and upgrading IPC’s dealership network across the Philippines.

“The Philippines is a very special market for Isuzu,” said Tsukui. “Here, we offer the full lineup—from small trucks to heavy-duty units, including pickup trucks and SUVs. And the local market has remained strong and resilient even while other ASEAN markets have struggled.”

It’s not all business for Tsukui, especially since his predecessor was well-liked by members of the Philippine media. When asked what he’s most excited to try in the Philippines, Tsukui said: “I’ve always loved beach destinations, and the Philippines has some of the best in the world.” He is looking forward to marine sports and island getaways (we’re betting Palawan and Boracay are on his list). He also jogs to stay healthy, though he admits he has a great appetite.

As far as connecting with the local team and customers, Tsukui acknowledged that communication and respect are key. “Filipinos speak English fluently, which helps a lot,” he conceded. “And I believe in showing real respect for the people and the culture. That’s how trust is built.”