With strong after-sales support and vehicles that are deemed as “essential to the economy,” Isuzu Philippines Corp. continues to dominate the country’s truck and commercial vehicle segment — a feat that says a lot about its forward- thinking president, who is credited for modernizing the company.
When Hajime Koso assumed his post as president of Isuzu Philippines in 2015, the company had already racked up a solid track record in the country’s truck market. Still, this didn’t give Koso and his team the license to take it easy.
“When I joined the company, I had this vision of an ‘Isuzu House,’ wherein the pillars are our light commercial vehicle (LCV) and commercial vehicle (CV) models. And at the foundation of this house is our after-sales parts and service,” he begins. “After all, a good automotive company not just focuses on selling its products, but also gives utmost attention in strengthening its after-sales, to support said products.”
In line with this, the company opened the Centralized Isuzu Parts Warehouse in Taguig City in 2017. This warehouse enabled them to expedite orders and deliveries, and improve dealer operations nationwide. Soon after, Isuzu also launched its Mobile Medic trucks, which enabled the brand to repair customer vehicles in far- ung areas.
“Being at the top means that we have more responsibility to our clients, which is why we work closely with them. We always provide drivers and mechanics training, and hire on- call expert truck engineers, so that ultimately, we can provide the best business solutions to our customers,” says Koso, who started out as a domestic sales staff in Isuzu Japan in 1982.
As a result, Isuzu has managed to hold on to its number one position in the truck market for 21 years and counting. The past six years have also seen continuous growth for the brand, which enabled it to sweep the number one spot for all truck categories in 2016 and 2020. And not even a pandemic could topple it over.
Essential to the economy
Like many industries, the automotive industry was recently subjected to a barrage of challenges brought about by COVID-19. Still, Isuzu was able to ride out the storm, thanks to its products’ solid reputation as “essential to the economy.” In fact, Isuzu is reportedly the only automotive brand that was able to register an increase in overall market share in 2020.
“We take pride in the fact that our products are dubbed as essential to the economy because they are being used for delivering goods, and now, vaccines. Having said this, we also know that our customer’s needs are changing due to high demands in operations, and so we work hard to adapt to that change to provide the best business solutions for them,” Koso continues.
A man of many milestones
Now on his sixth year, Koso is the longest-serving president of Isuzu Philippines Corp., one whose vision and mindset are said to have modernized the once traditional motoring giant. This approach is most evident in the new look of the brand’s dealerships, dubbed as the Isuzu Outlet Standard.
Isuzu Philiipines has also set its sights on becoming a more dominant player in the Pickup and SUV segments, where Isuzu D-MAX and mu-X are showing great potential.
As the head of a company that continues to grow, even in times of crisis, Koso says that it all boils down to leading by example and involvement.
“Cliché as it may sound, I lead by example. I want to be involved and I am very hands-on. I’m an open communicator as well, so I really value the insights of our managers and employees,” he says, adding that it is not unusual for him to be spotted in work areas, for a quick question, greeting, or both.
And he enjoys his time on the ground, too, especially since he values his team’s commitment and dedication to their jobs. “I have observed that Isuzu Philippines’ team members are hardworking, trustworthy and loyal. One thing I also noticed is that most of the employees are young compared to those in Japan,” he notes.
Meaningful success
Long before Koso found himself steering the wheel in Isuzu Philippines, the hardworking executive reveals that it was his childhood dream to be a journalist. And while that dream was not to be, he is, in some ways writing his company’s story in the Philippines. Moreover, the story goes beyond sales and gures.
For one, the brand provides free technical education through its Isuzu– TESDA School in Tacloban, Leyte. To date, hundreds of TESDA-certified service technicians have graduated from this initiative. “Our scholars are now employed under different service shops both domestically and internationally. Some of them even furthered their education by working in the Isuzu Global Service Corp., which specializes in truck servicing, making them truck trainers ready to educate future technicians,” he shares.
One former scholar even went as far as to represent the Philippines in the 2019 WorldSkills Competition in Russia.
“Isuzu always takes pride in the fact that its products are essential to the economy. But beyond that, Isuzu Philippines also has a goal of enriching the lives of the underprivileged. That is something that our brand values and aims to continue doing this year,” Koso ends. – Grace C. Diez
