Toyota Motor PH welcomes Masando Hashimoto as its new president

During a formal ceremony at the Grand Hyatt Manila Hotel at Bonifacio Global City, Masando Hashimoto officially stepped up as the new president of Toyota Motor Philippines (TMP). 

New TMP president Masando Hashimoto

Hashimoto replaces Atsuhiro Okamoto who has served as TMP’s president for four years. Under Okamoto’s dynamic leadership, the brand weathered the negative economic impacts of the global pandemic. 

“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,” TMP Chairman Alfred V. Ty said during his welcome address. 

In 2022, Okamoto’s guidance helped bring TMP back to pre-COVID operating levels. Throughout the years, he likewise led the brand in undertaking momentous milestones such as numerous car launches, making the Toyota Santa Rosa plant run using 100 percent green energy, continuing the Gazoo Racing Vios Cup event, and many other achievements. 

Outgoing TMP president Atsuhiro Okamoto (left) and the new TMP president Masando Hashimoto (right)

On top of all those, Okamoto likewise led TMP to have one of the highest manufacturing quality and efficiency standards in the Southeast Asian Region. It was also through this leadership that TMP ended 2023 on a high note with 200,031 units sold - this is equivalent to a hefty 46.54 percent market share. 

With regards to Okamoto’s successor, Masando Hashimoto, the brand shares that he has 24 years of experience in the automotive industry. His entry as TMP’s newest president likewise signals significant turning points for the brand as it is now preparing to start the local production of the IMV 0 (Zero), a.k.a. the all-new Tamaraw, or the Hilux Champ in Thailand. Of note, it will be TMP’s third Completely Knocked Down (CKD) model. 

In a speech, the new TMP president called for stronger collaboration in the automotive industry, as well as harnessing the fullest potential of Philippine human capital.

The brand is now preparing to bring in the IMV 0 (Tamaraw) as its third CKD model

“As [local] manufacturing remains at the core of its business, Toyota can have the best of both worlds of hardware for production quality and software for [highly skilled] workforce,” Hashimoto said. 

Without a doubt, many are looking forward to Masando Hashimoto’s run as TMP’s president and the developments that his leadership will bring. So if you want to catch more TMP updates, keep it here on Philkotse.