Newly appointed Nissan Philippines, Inc. (NPI) president Yasuhisa Masuda officially received the keys to the company at turnover ceremonies held in Taguig City on May 28, 2024. Key officials from Nissan and various stakeholders from the government, the automotive industry, the Nissan dealer network, and the media attended the milestone event.
Masuda takes the place of Juan Manuel Hoyos, who was recently appointed as president of the Nissan Importers Business Unit (NIBU) in Mexico. During Hoyos’ short but productive two-year stint at NPI, they introduced numerous products across different segments, which resulted in sales growth of 31% from fiscal year 2022 to 2023.
“I truly believe that Nissan Philippines will be in good hands under the leadership of Masuda. The years of experience he has gained from working with Nissan are sure to aid the brand in sustaining the growth that we have established in the last few years. I am looking forward to seeing what the future has in store for Nissan Philippines under this new chapter,” said Hoyos.
Masuda’s career with Nissan started in 2011, where he has held various leadership positions in market intelligence, branding, and media strategy. Before his appointment at Nissan Philippines, he held the position of Nissan’s Chief Marketing Officer for Japan Marketing Division, where he led numerous successful disruptive campaigns. Before joining Nissan, he spent four years at consumer goods company Proctor & Gamble.
In his new role as president of the National Sales Office, Masuda is tasked with continuing the growth set by his predecessor. Under his leadership, he plans to strengthen Nissan’s push for electrification and its exciting image, digitization initiatives, and building a strong dealer network, fulfilling the brand’s promise of bringing innovation that excites its customers.
“I look forward to seeing where we can take the Nissan brand in the coming years. The Philippines has always been a promising market for the brand, and we will continue to work to sustain, if not surpass, the growth achieved in the country,” said Masuda.
Masuda is a graduate of Hosei University, where he earned a degree in business administration with a focus on marketing. He also holds a Master’s degree in the same field from the Hosei University MBA School. Being in his mid-40s, he is the second youngest to be appointed as chief executive at NPI (the youngest being Ramesh Narasimhan) and the sixth person to hold the position. He follows in the footsteps of Kenji Naito (2013), Antonio Zara (2014), Ramesh Narasimhan (2016), Atsushi Najima (2019), and Juan Manuel Hoyos (2022).
With his impressive background and strong track record, Masuda is primed to steer Nissan Philippines towards accomplishing even greater heights.