Atienza is a 35-year auto industry veteran who serves as the Executive Vice President of Toyota Motor Philippines’ marketing division. Previously, he was the Head of Marketing for Toyota Financial Services, Toyota Motor Philippines’ financial arm as well as the President of the Toyota Makati Dealer Group.

His deep knowledge of the industry and its inner workings make him the perfect choice lead the 29-member bloc which account for around 95 percent of all vehicles sold in the Philippines. It’s also apt as CAMPI announced four strategic pillars that will serve as the automotive industry’s framework moving forward. These pillars are: technology and innovation, vehicle and road safety, industry development, and sustainability.

Atienza clearly laid down his goals that include the continued advocacy for industry development programs such as the Comprehensive Automotive Resurgence Strategy (CARS) Program, Revitalizing the Automotive Industry for Competitiveness Enhancement (RACE) Program, and the Electric Vehicle Incentive Strategy (EVIS).

Under his leadership, CAMPI will advocate for a multi-pathways approach to carbon neutrality guided by a technology-neutral stance in the reduction of greenhouses gases.

Moreover, he will continue supporting the implementation of Philippine commitments under the World Forum on Harmonization of Vehicle Regulations (WP29) with regards to vehicle quality and safety. He will also continue to advocate the immediate ratification by the Philippines of the ASEAN Mutual Recognition Arrangement on Type Approval for Automotive Products (APMRA) which aims to create a single standard and reduce technical barriers particularly in safety, quality, and environmental protection of vehicles sold in ASEAN.

“As CAMPI president, I am looking forward to sustaining current and forging new partnerships to help realize CAMPI’s vision; creating new opportunities for CAMPI members and our parts suppliers; and demonstrating through concrete actions the value that CAMPI brings to industry and its various stakeholders as a partner for growth,” said Atienza.

Atienza also took the time to introduce the CAMPI officers for 2026 namely, Vice-President – Atty. Rhys Alexi Murillo (Nissan Philippines); Corporate Secretary – Robert Carlos (Isuzu Philippines); Treasurer – Victor Vinarao (Mitsubishi Motors Philippines); and Assistant Treasurer – Atty. Louie Soriano (Honda Cars Philippines).