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Nissan PH is now led by Yasuhisa Masuda

He will be focusing on making the brand more exciting

The man sitting in the driver's seat of Nissan Philippines is Yasuhisa Masuda. PHOTO BY SAM SURLA

The key fob (quite literally) of Nissan Philippines was officially turned over from Juan Manuel Hoyos to Yasuhisa Masuda last night during a handover event as he formally began his tenure as the president of the company.

Under Hoyos’s leadership, Nissan Philippines introduced multiple products in different segments such as the popular Kicks e-Power, the new Livina, and the legendary Z and GT-R refresh. By the end of the 2023 fiscal year, the brand experienced a 31% growth in sales.

Jose Roman, Juan Manuel Hoyos, Yasuhisa Masuda, and Toshihiro Fujiki. PHOTO BY SAM SURLA

Also in attendance last night were Jose Roman, Nissan’s senior vice president, and Toshihiro Fujiki, Nissan ASEAN and Thailand president.

Will Masuda-san put a spring in Nissan Philippines' step? PHOTO BY SAM SURLA

An avid sneakerhead, Star Wars junkie, and true-blue Nissan fan (his favorite car is the Z), Masada wants to strengthen Nissan’s push for an exciting image, alongside its electrification efforts, digitalization initiatives, and dealer network expansion.

“I am looking forward to seeing where we can take the Nissan brand in the coming years,” said Masuda. “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.”

We hope you enjoy your stay.

Sam Surla

Sam is the youngest member of our editorial team. And he is our managing editor (believe it or not). He specializes in photography and videography, but he also happens to like writing about cars a lot.