Nissan PH welcomes new president

Nissan PH welcomes new president

MANILA:  In an event attended by members of the press, stakeholders and various partners, Nissan Philippines, Inc. (NPI) formally announced the appointment of its new President, Juan Manuel Hoyos in a ceremony at Okada Manila in  Pasay City.


  • Who is the new president of Nissan Philippines?

    The new president is Juan Manuel Joyos.
  • What is the new role of outgoing president Atsushi Najima?

    Najima moves to Nissan India as its chief financial officer.
  • Handover Event Stage

    Dubbed “The Handover,” the event was also a celebration of the many fruitful achievements of the outgoing president Atsushi Najima, under whose watch NPI achieved various milestones both in sales and strides toward clean and sustainable motoring despite the pandemic.

    He has been appointed to a new role as Nissan chief financial officer for Nissan India. 

    Juan Manuel Hoyos Nissan Profile

    Hoyos joined Nissan in 2017 as marketing director for the Latin America region, where he later took on the role as the general manager for Global Engagement Brand, based in Nissan's global headquarters in Yokohama. Before Nissan, Hoyos held various management positions in Renault and General Motors. He was officially appointed as NPI President in April 2022.

    Juan Manuel Hoyos and Atsushi Najima Keys

    The new president was clear in his mandate to steer the company’s direction in driving further product innovation and business process improvements. Hoyos’ key takes were his plans to "strengthen the Nissan brand in the country to improve its competitiveness" and "continue to provide excellent after sales service to its customers." 

    Juan Manuel Hoyos Nissan Smile

    "I am excited for Nissan in the Philippines as it charts a new chapter with Hoyos at the helm. His vast experience in the automotive industry will help him sustain the growth that we have established in the last three years, as the country steadily recovers from the COVID-19 pandemic," said Najima, recounting achievements and challenges during his term. It was key to note that Najima’s tenure presided over one of the most tumultuous years in the history of not just the local but global automotive market.


    Under Najima’s leadership, NPI was able to reach and retain its top three position in automotive industry rankings — opening four new dealerships and introducing five new models, including the first mass-produced, fully electric vehicle in the country, the Nissan Leaf.

    One of the brand's best-sellers, the Nissan Navara, also received a refresh in 2021 which sustained the brand’s push and momentum toward sales targets.

    Nissan Navara

    NPI established key partnerships and breakthrough campaigns with the Philippines’ Department of Tourism to entice a lockdown-burdened public to travel and visit tourist destinations once again in a safe manner. It was during Najima’s tenure as well that NPI intensified its electrification campaign with various stakeholders under the Nissan Blue Switch program. NPI’s Customer Service and Sales also adapted with the pandemic-era by introducing digital platforms to make buying and servicing Nissan vehicles safe and more convenient as well as maximizing reach.

    Atsushi Najima Nissan Speech

    "It is a bittersweet moment for me as I move to my new assignment. My family and I will definitely miss the warmth and hospitality of our colleagues and partners. At the same time, I am proud of the company Nissan Philippines has become through the hard work, passion, and perseverance of its people," Najima added.

    Juan Manuel Hoyos Speech

    With Najima's departure, Hoyos promises to continue building the trust Nissan has established over the years with its employees, partners, and customers. He was proud of the fact that he has over 100 years of experience in the Filipino market, thanks to the synergy the brand has with its partners, stakeholders as well as the press.

    Nissan Handover Group Pic

    "We will continue to focus on our highly dedicated people, excellent products and service, and exceptional customer experience so we can sustain the company's growth trajectory through this management transition," said Hoyos. "I look forward to further growing the Nissan brand in the Philippines, building upon the solid foundation of trust it has laid over the years," he added before offering a ceremonial toast celebrating the company's new chapter.

    Photos from Roy Robles and Nissan Philippines, Inc.

    Also readNissan Leaf to serve as test vehicle for First Gen EV charging project 

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