Yasuhisa Masuda appointed as new president of Nissan PH

Updated Mar 27, 2024 | Same topic: Automotive Industry Updates

Masuda replaces Juan Manuel Hoyos who will step up to another leadership post. 

Nissan Philippines Inc. (NPI) has officially appointed Yasuhisa Masuda as its new president. Masuda replaces outgoing president Juan Manuel Hoyos. 

Yasuhisa Masuda

Yasuhisa Masuda

Masuda will be reporting to Toshihiro Fujiki who himself replaced Isao Sekiguchi who has been promoted to Corporate Vice President (CVP) of Nissan Motor Co., Ltd., as well as the Managing Director of Dongfeng Nissan Passenger Vehicle Company. 

Of note, Masuda is an industry veteran who joined Nissan way back in 2011. He has previously held leadership positions specifically as Chief Marketing Officer for Japan Product Marketing and Brand and Media Strategy. 

According to Nissan, Masuda has extensive knowledge in data analytics and consumer insights - know-how that is poised to propel Nissan PH in the very dynamic local automotive market. But whilst Masuda brings in his wealth of expertise and experience, he will also ensure the continued success that outgoing President Hoyos garnered for the brand. 

Under Hoyos, the brand launched notable models for the Philippines. These include the new GT-R, the all-new Nissan Z, the all-new Kicks e-POWER, the all-new Livina, the new Almera, as well as the introduction of the NissanConnect Services. 

Juan Manuel Hoyos

Juan Manuel Hoyos

It was also thanks to Hoyos’ leader that Nissan saw 37 percent growth for the fiscal year 2023. As per the company, this is more than double the industry’s average rate of growth. 

As Hoyos steps down from his Nissan PH post, he will still serve in a leadership post within the Nissan global network. As Masuda steps in as the new president, Hoyos will then continue as the new President of Nissan Importers Business Unit for the Americas whilst stationed in Mexico. 

Of note, Yasuhisa Masuda’s official inauguration as Nissan PH’s president will be scheduled after his qualification under Philippine laws, as well as the confirmation and election by the NPI’s board of directors.  

With all that said, let’s look forward to what Nissan PH will bring into the local automotive scene whilst under the leadership of Masuda.

For more car news and automotive industry updates, keep it here on Philkotse

Know more about Nissan


Nissan Philippines has a total of eight models in the market, excluding one upcoming vehicle which is the Nissan Magnite. The price list of Nissan vehicles in 2023 ranges from Php 779,000 to Php 4,698,000 for the cheapest Nissan Almera and most expensive Nissan Patrol, respectively. Meanwhile, the Nissan GT-R's price in the Philippines is available upon request so visit Nissan dealerships for inquiries. Nissan's best-selling models in the Philippine market are as follows: Nissan Navara, Nissan Urvan, and Nissan Terra.

At Philkotse.com, we provide you with the most up-to-date Nissan Philippines price list, along with promotions from all dealers, the best monthly installment programs, prepaid, and cash discounts in the Philippines market.

Cesar G.B. Miguel

Cesar G.B. Miguel


Cesar Guiderone B. Miguel was born and raised in Iligan City, Lanao Del Norte. He graduated in 2010 with a Bachelor of Arts in English degree from Mindanao State University - Iligan Institute of Technology. He previously worked as a freelance writer for various websites, as a member of the Iligan City Disaster Risk Reduction Management's training staff, and as a medical sales representative.

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