There’s a lot of anxiety with Nissan these days as their financial woes keep making headlines globally. How much are we going to be affected in the Philippines? Will our Nissan cars lack support in the coming future? We were able to talk with the new President of Nissan Philippines and he assured us that we are safe and strong.
Masao Tsutsumi was appointed as the new President of Nissan Philippines effective April 1, 2025. However, he could only assume his post at the end of May as he waited for the formalization of his work permit. He spent that time in limbo observing the Philippine market, the news coming from Japan, and hearing the concerns of the dealers.
“It does not impact the Philippine market operations,” according to Tsutsumi. “Some dealer told me if Nissan might exit and I said no way. No way. We’ll be here”
Word also reached him that some competition are fanning flames by dissuading customers from buying Nissan cars. The ongoing troubles of the main company were said to affect the cars in the future as parts may not be supplied. Tsutsumi easily quashed this, saying it will never happen.
Nissan has two production plants in Thailand where we get some of our Nissan cars. The Plant 1 produces the Almera and Kicks e-Power while the second one has the Navara and Terra. Former Nissan Motor Corporation CEO Makoto Uchida said previously that they’ll be shutting down the first plant. It was later cleared that it will be repurposed instead from a production line of the Almera and Kicks into a body and press shops, with the two cars moving to Plant 2 which will be upgraded to handle more vehicle production.
Tsutsumi also said that the market has changed since the influx of Chinese brands in the country. He also acknowledged that some cars in their lineup are aging. They’re not sitting around though.
“Nissan is now fighting back,” Tsutsumi said. They’re launching three to four models starting next year, until 2030 although he hinted that one ‘maybe’ launched this year (as the Magnite was already previewed last PIMS 2024). The cars will be a mix of all-new and replacement models, as well as electrified by e-Power (read our first impressions of the X-Trail e-Power E-4orce), Plug-in Hybrid, or battery EV.
Apart from the cars, Nissan Philippines is also looking at new sources of offerings. Currently we get most of our cars from Thailand and Japan. Tsutsumi didn’t say anywhere specific but it’s worth noting they have production plants in China, Indonesia, and India where other brands also get cars to sell here.
There will also be new dealerships in Cavite, Bulacan, and Bukidnon that will be opened this year to add to their current 58 nationwide.
Words and Photo by Vincent Villa.
Will bring Nissan Philippines Inc. like Magnite and Include: e-Power, PHEV and Battery EV. Will bring in Philippines like Ariya, Elgrand Next Gen (E53), Frontier Pro PHEV, Note e-Power (E13), N7 (electric sedan), Serena e-Power (C28) and X-Trail e-Power (T33)
ReplyDeleteSales of Nissan Philippines is expected to massively drop once the prices of Navara pickup truck line increases next month
ReplyDeleteSales of the aging Nissan Livina is higher than the Kicks and Almera since last year.
Nissan Indonesia stopped producing Nissan vehicles since 2020 just like the Philippines as they mostly rely on made in Thailand Nissan veh
Nissan sales volume come mianly from the so-called one ton pick up that will soon be levied with excise tax(?). I fear this will have a big impact on their revenue.
ReplyDeleteNissan Philippines won't increase the prices of its Navara pickup trucks that much
DeleteNissan Philippines still got the Terra SUV,NV350 Urvan,Livina,Patrol
and Kicks as sources of sales and revenue
Nissan Magnite will help improve the sales of Nissan
If the worst happens, there will be different ownership of Nissan.
ReplyDeleteNissan will survive. But I agree it may end up part of something bigger.
ReplyDeleteWhat the nissan ph president actually means is- "we are closing shop soon.."
ReplyDelete