AUTOMOBILE maker Nissan wants to regain its largest market in Southeast Asia, banking on new electrified models, customer experience and its dealership network to drive long-term growth in the Philippines.
Nissan Asean and Thailand President Masao Tsutsumi said the Philippines is currently its second-largest market in the region and remains an important part of its growth strategy.“I hope it comes back to number one,” Tsutsumi said on Tuesday at a media preview of the All-New Nissan Navara Pro Plug-in Hybrid and Nissan Primera EV.Nissan Philippines President Yoshinori Kanazawa said the company plans to strengthen its presence in the country, although increasing market share is not its sole objective.“The race is not about one month or one year — it’s a longer time. Nissan is a company that seeks sustainable growth,” Kanazawa pointed out.He said customer experience, alongside products and technology, would be critical to sustaining the company’s long-term growth.Kanazawa also expressed optimism about the Philippine electric vehicle (EV) market, despite EVs accounting for a smaller share of the country’s vehicle population compared with other Southeast Asian markets.He cited government and private-sector efforts to accelerate electrification and expand EV infrastructure amid higher fuel prices caused by the Middle East conflict.Kanazawa said Filipino consumers are showing greater interest in EVs and other automotive technologies, providing opportunities for Nissan to expand its electrified vehicle lineup in the country.He added that the company’s upcoming models are only the beginning of its plans to strengthen the Nissan brand in the Philippine market.Asked about introducing new models amid a weak peso, Kanazawa acknowledged that currency depreciation could raise production costs and vehicle prices. However, Nissan’s strategy of sourcing vehicles from different countries could help mitigate the impact.Nissan management committee chairman Shohei Yamazaki said the company can source vehicles from China, Japan and Thailand, giving it greater flexibility in managing costs and pricing.Kanazawa said Nissan would continue to consider local consumers’ purchasing capacity in setting vehicle prices.He added that the company has a strong dealership network capable of supporting demand as the company expands its product lineup in the Philippines.
