Women in the Philippine auto industry

As we celebrate Women’s Month, we look at the female movers in the Philippine automobile industry. These ladies lead the way not only for the females of today but also for those who plan to follow in their footsteps tomorrow. 

On that note, we take a quick look at the industry’s women on top. 

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Maria Fe Perez-Agudo 

Currently the Vice Chairman, President, and Chief Executive Officer (CEO) of Hariphil Asia Resources Incorporated, Maria Fe Perez-Agudo is a prominent female figure in the local auto scene. 

With over 30 years of experience under her belt, she uses her expertise to lead brands like Volvo, Chevrolet, and the commercial vehicle arm of Hyundai in the Philippines. 

Under her leadership, the aforementioned marques have seen continued growth, such as the return of the Spark nameplate for the Golden Bowtie brand (video embedded below), and the continued electrification of the premium Swedish car manufacturer in the Philippines (with the launch of models like the EX30, which won the 2025 Sandy Myhre award from the Women’s Worldwide Car of the Year; as well as the ES90 and EX90 battery electric vehicles). 

With her overseeing the company, Hyundai Trucks and Buses launched the HARI Cab, which is a locally assembled model aimed at helping the “hardworking, forward-looking, Filipino entrepreneur.” 

Perez-Agudo also helped introduce new initiatives for the brands under her care, such as Volvo Philippines’ first-ever Road Safety Master Class and a video series highlighting the stories of Volvo car owners. 

Growth, too, was inevitable for the businesses handled by the lady boss, with Chevrolet Philippines expanding through new dealership openings in places like Camarines Sur and Las Piñas. 

Adding to her laurels, the HARI executive — per the literature on Chevrolet Philippines’ corporate page — notes that Perez-Agudo is the recipient of the following honors: 

• 2011 Ernst & Young Woman Entrepreneur of the Year Philippines 
• 2013 Women Icons of Entrepreneurship of Go Negosyo
• 2014 Asia Pacific Entrepreneurship (“Outstanding” category)

Dana Uson 

Uson now holds the position of President and CEO of ACMobility Premium Dealership, the upmarket division of the Ayala-owned mobility brand, which currently serves as steward for the Denza brand (luxury arm of BYD). 

Today, ACMobility Premium Dealership owns two Denza locations: one located in Alabang, the other in Cebu. Zigwheels Philippines was able to visit the company’s dealer facility in the south of Metro Manila. Here, the author saw notable dealership features like a showroom that can hold up to six cars, six private aftersales pods, and VIP areas for its customers. The building also has five service bays that handle periodic maintenance service, body repairs, and painting. 

Of note, Denza Philippines recently launched the D9 multi-purpose vehicle. You can check our first impression review of the luxury seven-seater in the article, here. 

Prior to her appointment, Uson served as Head of Strategy for ACMobility under Jaime Alfonso Zobel de Ayala. The company is a distributor of brands like BYD, Kia, and Isuzu. 

Recent developments under the ACMobility umbrella include the launch of the Evro app and Power-on-Wheels. Looking ahead, the company looks to continue developing the “Philippine EV Spine,” which will extend EV charging infrastructure across Luzon, Visayas, and Mindanao to support both everyday urban driving and longer-distance travel. 

At the time of writing, ACMobility’s growing network of charging stations includes the following: 

• ACMobility establishes EV charging station in Lucena
• ACMobility opens new EV charging stations in Makati City
• ACMobility puts up charging hub at Ayala Malls Manila Bay

Rie Miyake 

Leading a beloved brand like Honda in the Philippines takes more than guts, and the company’s President Rie Miyake has proven to fans and enthusiasts that she’s all that and more, soon after taking her post in early 2023. 

Prior to succeeding Masahiko Nakamura, Miyake managed international markets, such as North and South America. She also held several executive positions in the company’s head office in Japan. 

Her expertise involves the exportation of parts, logistics, and business planning. She oversaw the Export Planning Division of Honda's global auto business. 

Under her guidance, Honda Cars Philippines Incorporated (HCPI) saw more of its vehicles get the Sensing suite of safety features, such as the City Hatchback. To date, only the Brio compact city car remains the only nameplate that lacks the said safety package. 

New models — particularly of the electrified kind — were also brought in with her as President, such as the sixth-generation Honda CR-V e:HEV, Civic RS e:HEV, and HR-V RS e:HEV. 

Like a caring mother, Miyake’s leadership also ensured that aid was given to those who needed it, like Filipinos burdened by Typhoon Kristine in 2024. The company also participated in a tree-planting program, specifically in Laguna, where it adopted 28 hectares of the Sierra Madre Mountains. 

Of course, dealership growth also came with good leadership. New locations were opened in the following places: 

• Honda Cars PH inaugurates new dealership in Bacoor, Cavite 
• Honda Cars PH secures presence in Talisay, Cebu 

Additionally, a parts warehouse and training center were also inaugurated by HCPI sometime in 2024. 

Notably, Miyake was the one to announce to Philippine delegates during the Japan Auto Show that the all-new Prelude is coming to the country. HCPI is already taking pre-orders of the hybrid two-door coupe, which is priced at around P3.5 million. 

Girl power 

These women leaders surely made — and will continue to make — their mark in the local auto industry. There is no doubt that they will inspire future generations after setting a good example for today’s aspiring ladies. 

Also read:

Why buy the Honda Prelude?

New year, new ride: all-new Honda Prelude

Zigwheels PH most viewed for 2025: Honda BR-V

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