Yasuhisa Masuda is new Nissan PH president

It is official. Nissan Philippines has a new head honcho.

The automaker has formally introduced its new chief executive, Yasuhisa Masuda. He takes over from outgoing president Juan Manuel Hoyos who will return across the Pacific to take a lead role within Nissan’s business unit in Latin America.

After spending quite some time in the country to familiarize himself with Nissan’s operations in the Philippine market, Masuda is set to continue the momentum of a brand that is currently experiencing positive growth.

Under the leadership of outgoing president Hoyos, Nissan Philippines tallied 27,136 unit sales in the 2023 calendar year. With a 6.15% market share, the automaker was fourth in the overall standings of our consolidated sales report with a 27.87% growth from the previous year.

Before his newest assignment, Masuda spent the last 12 years with Nissan Motor Corporation doing various leadership roles that revolved around market intelligence and brand marketing for Japan and ASEAN.

With Masuda at the helm, Nissan Philippines is looking to strengthen its efforts toward electrification while building an exciting image and maintaining its strong dealer network.