Tatsuya Natsume assumed his new assignment as President and General Manager of Honda Cars Phils., Inc. (HCPI) on April 1, 2011. Prior to his assignment in the Philippines, Mr. Natsume was the marketing director of Honda Siel Cars, India, Ltd. (HCSI). Now on his fourth overseas assignment, Natsume also held posts in Germany and Italy.

Mr. Natsume's Philippine assignment marks a significant chapter in his career as he celebrates his 25th anniversary in Honda. Mr. Natsume joined Honda Motor Co., Ltd. right after graduation in 1986, "My first car was a Honda Civic. I fell in love with its excellent performance and put high regard in the brand. This strongly motivated me to join the company," said Mr. Natsume.

In his 25 fruitful years in Honda, Mr. Natsume has been considerably versed with several overseas operations. Apart from his assignments outside Japan, he also handled the Latin America, Middle East, Africa, Asia - Oceania and China operations from Honda Motor's headquarters in Tokyo.

Mr. Natsume shares his enthusiasm to his new post. He said, "I am very excited to get to know the Filipinos better. Ten years ago, I visited the Philippines to conduct a market study. And now, as president of HCPI, my goal is to assess and have a deeper understanding of the market in order to provide the finest products and services the Filipino customers are looking for."