TOYOTA Motor Philippines Corporation (TMP) recently introduced Masando Hashimoto as its new president in a formal turnover ceremony, assuming leadership from Atsuhiro Okamoto.
Hashimoto, 46, is a seasoned executive with 24 years of experience in the manufacturing industry. A graduate of Keio University in Tokyo, Japan, he began his career at Toyota Motor Corporation (TMC) in 2007 and has honed his expertise in global sales and business planning, Asia distribution, and human resource management. He also held managerial positions within TMC and became senior division coordinator in 2016 at Toyota Motor Thailand, where he handled distribution operations.
In recent years, Hashimoto developed an in-depth understanding of the Asian market and the specific nuances of the Philippines. He joined TMP in 2023 as the Senior Vice President for Marketing. A year later, he was appointed and became the youngest president in TMP history. Concurrently, Hashimoto is also Chairman of Toyota Mobility Solutions Philippines Inc., TMP’s mobility services arm and wholly-owned subsidiary.
Hashimoto is a dynamic leader ready to steer TMP towards continued success. With his rich experience in the Toyota Asia Region and extensive industry knowledge, he is poised to further drive the company’s growth and strengthen its position as the leading mobility company in the Philippines.
Okamoto, during his tenure, saw remarkable resilience and growth amidst the most challenging years for the Philippine economy, navigating the impacts of the global health crisis. His exemplary leadership during difficult times. “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.
By 2022, TMP has already recovered to pre-Covid operating levels. Ending his four-year term on a high note in 2023, Okamoto led TMP to a new historical record of increased sales, coupled with having one of the highest manufacturing quality and efficiency standards in the Southeast Asian region. Welcoming the new TMP president, Ty underscored Hashimoto’s wealth of experience gained from 24 years in the manufacturing industry, spanning various critical functions such as global sales and business planning, Asia distribution, and human resource management.
Signaling optimism in the auto industry
Meanwhile, leadership turnover also represents TMP’s continued business growth in new mobility solutions and automotive value chain innovations. The company is also preparing for the local production of the IMV 0 (Zero), the company’s third Completely Knocked Down (CKD) model and game-changing light commercial vehicle, unveiled last year.
In his address, Hashimoto urges for more vital collaboration in the automotive industry and seeks to harness the fullest potential of the Philippine human capital. “As CKD manufacturing remains at the core of its business, Toyota can have the best of both worlds of Hardware for production quality and Software for ‘hi-skill’ workforce. One of our goals is to contribute to economic balance, so we will continue to enhance our very own automotive and parts manufacturing capabilities. Yes, we can do it, as proven by the success and impact of Manual Transmission exports by Toyota Aisin Philippines since 1992,” he explained.
“As everyone may have been anticipating, the ‘Next Generation Tamaraw’ will be a touchstone for TMP this year. I am excited that it will be the next ‘vehicle of change’ for the small business or MSME sector it aims to support. TMP’s investments [in]this third CKD model have created opportunities for enhancing skills and building expertise in vehicle conversion. Soon, when it rolls off our Santa Rosa plant, just like a real ‘Tamaraw,’ it will respond to specialized needs and become a partner for [the] growth of Filipinos. With high hopes, I also join TOYOTA’s mission to integrate local manufacturing or even go beyond it with New Mobility Business,” Hashimoto added.
As the automotive industry has fully recovered from Covid-19, it has posted total sales of 430,000 units in 2023, surpassing the 410,000 units recorded in 2019. Given its significant impact on driving the economy, this recovery signals the country’s return to motorization, which was stalled by the pandemic. Toyota, meanwhile, continues to be the Philippines’ most popular car brand for the 22nd consecutive year. The company set a new all-time sales record in 2023, with sales breaching the 200,000-unit mark.
In line with the return to normalcy of manufacturing, sales, and distribution operations, TMP’s cumulative contributions totaled P60 billion in taxes and duties.
Image credits: Randy S. Peregrino, Toyota Motor Philippines