Nissan PH Boss: We're not going anywhere
New Nissan PH president Masao Tsutsumi says the brand has big plans in the country
Let's not beat around the bush, Nissan is currently not experiencing the best of times in the global market. With the Japanese brand set to downsize its workforce and shut down several factories anew, Nissan is indeed trying to turn its balance sheets from red to green. The company also plans to reduce parts complexity and decrease the number of vehicle platforms to shorten the lead time development of its new vehicles.
With its planned merger talks with Honda failing to materialize, it looks like Nissan will have to go with its recovery plan alone. But while it seems everything is doom and gloom for the embattled automaker in its HQ, it's business as usual for Nissan Philippines Inc. (NPI). In fact, the company has big plans for the country and wishes to clarify some of the ongoing issues.
Recently, the automaker invited us to formally meet with the new president of Nissan Philippines, Mr. Masao Tsutsumi. The executive mentioned that while it is true that Nissan is facing a storm, all is well at Nissan Philippines. Tsutsumi also mentioned that rumors about the brand exiting the Philippine market are not true and that Nissan is here to stay.
“Nissan Philippines need not worry. Nissan will not leave the Philippine market. We are committed to the Philippine market and have big plans in the future,” said Tsutsumi.
As for the reduction of workforce and shutting down of factories, Tsutsumi wished to reiterate that Nissan, as a whole, needs to "right-size" its organization. For example, domestic sales of Nissan in Thailand are down as of late, but the export of vehicles from Nissan's Thailand factory is still doing great since they make the Navara for global markets.
“We don't need too many factories running, that's why we're closing down some facilities to address this issue,” added Tsutsumi.
Earlier this year, Nissan ranked third in the year-to-date sales as of March 2025, highlighting the brand's strong performance in the Philippine automotive market. The brand has maintained its position among the top three brands for four consecutive months since December 2024.
Starting next fiscal year, Nissan plans to launch three to four new models for the Philippine market, which will include replacement models and all-new generation nameplates. While waiting for these models to arrive in the country, Nissan PH is set to open three new dealerships this year: San Juan Del Monte in Bulacan, Carmona in Cavite, and Bukidnon.
With Nissan Philippines committed to continuing to sell Filipinos top-quality vehicles and reliable aftersales service, weary customers can have peace of mind that the Japanese automaker is not going anywhere.
