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April 3, 2024

Astara Philippines Appoints New CEO And Country Manager

Astara Philippines has announced a significant change to its organizational structure with the appointment of Luis Torres Bruzón as CEO and Country Manager. In this newly created role, Torres Bruzón will spearhead Astara’s operational growth and establish the company as a leader in open and sustainable mobility solutions in the region.

Rafael Sainz, Chief Distribution Officer at Astara, stated: “Luis’s appointment marks a significant step forward in our strategic initiatives within the dynamic landscape in the Southeast Asia region. I am excited about what the future holds, and we are confident that under his leadership, we will achieve new significant milestones in the region for Astara.”

With an illustrious career spanning 19-years at Astara, Torres Bruzón, began his professional journey in 2005. Throughout his time in the company, he has held various roles, starting as Commercial Manager at SsangYong Spain. In 2011, he joined Infiniti Spain as Commercial Director and in 2017, he moved to Colombia as General Manager of the Fiat, Chrysler, Jeep, Dodge, and Ram brands. In 2020, he assumed the role of Managing Director at Hyundai Colombia. Torres Bruzón holds a Bachelor’s degree in Business Administration from the University San Pablo CEU, Madrid and an MBA from Instituto de Empresa (IE), Madrid.

Torres Bruzón will be integrated into the Global Committee, directly reporting to Sainz. Raoul Picello will continue his role as Managing Director of Astara Philippines, reporting to Torres Bruzón.

“I am honored to take on this role and committed to sustaining the trajectory of success that Astara Philippines has established. We will elevate our presence further and solidify our position as a benchmark for mobility solutions in the region,” remarked Torres Bruzón.

The announcement also provided an opportunity to extend gratitude to Jorge Belzunce for his invaluable contributions during the initial phases of Astara’s presence in the Philippine market.

“Jorge’s dedication has been instrumental in establishing Astara as a key player in the region. His contributions have been invaluable, and we thank him for his leadership and vision, which has helped shape our success thus far,” added Sainz.

Astara looks ahead with optimism, with its Philippine operations serving as a gateway to new opportunities and strategic expansion in Asia. Established in 2021, Astara Philippines now distributes four brands in the country: Peugeot, GAC Motor, JMC and JAC Motors.


  1. GAC Ph is relatively successful in our country. Peugeot Ph, on the other hand, needs saving. Sadly, after a strong 2022 performance, it was all downhill for the French brand in the Ph :(

  2. But they still have that Ryan as their sales director. As a dealer, I know that guy is not effective as sales. The marketing team is good. I met them. But the sales director is lost as is being carried by the flow of their dealer expansion people and marketing.

  3. Peugeot is going down if the price is Hi similar to Chevrolet and VW. With the influx invasion of Chinese carmakers it's hard not to temp to buy them but for Japanese brands they are still number 1 in the country.


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