MICHINOBU “THE ROCKER” SUGATA has been a bit gone and now holds a pivotal position in Tokyo’s Toyota Motor Corp. headquarters. But he remains a hot topic of conversations among both industry captains and others he had touched while he was here, including mere motoring kibitzers like yours truly. The reason for this, in large part, is his six-year stint as president of Toyota Motor Philippines was marked by stupendous achievements that were mostly unprecedented. There are just too many of them to mention here but two will stand out.
Under Sugata’s watch, Toyota has consistently retained its Triple Crown leadership, with 2015 marking Toyota’s 14th straight year as No. 1 in passenger car sales, commercial vehicle sales and overall sales. Of the almost 330,000 total vehicles sold last year, almost half were Toyota models—another proof of Sugata’s sterling leadership.
Two, with the Vios Cup Races roaring off in 2013, Sugata authored the historic return of motor sports in the country, a moment he considers as the most “important chapter of my life on Philippine soil.” He relishes saying he is a frustrated car racer (his first car was the 86 sportscar) so that he was a participant himself in the Vios Cup in Cebu, Global City and Clark.
Now, in my humble bid to help present the real Satoru Suzuki, the 54-year-old, soft-spoken successor of Sugata, the following is a question and answer take to at least unearth a bit about Suzuki as the brand-new Toyota president.
What was your first reaction when you were appointed TMP president?
Since I was unofficially informed in advance that I would be the successor of Mr. Sugata, I was not surprised at the official announcement. But immediately after I was reminded that I’d be responsible for the continued success of Toyota’s operations in the Philippines, one of the fastest-growing markets for Toyota, then I finally felt tense.
What was your previous posting/position?
I was the general manager for Toyota Motor Asia Pacific-Japan department in Toyota Motor Corp. in Japan, and concurrently the EVP for Toyota Motor Asia Pacific in Singapore. I handled all sales and project issues in Asia, including India and Pakistan.
How long have you been with Toyota? Is Toyota your first job? What degree did you finish?
I joined Toyota in April 1984 after finishing my Economics degree in a university. I have now spent almost 32 years of my life at Toyota. I was born on January 22, 1962, in Chiba prefecture near Tokyo.
Since Sugata-san did splendidly well as Toyota president for six years, how do you intend to equal, if not surpass, his astounding accomplishments?
As you said, Sugata-san’s achievements are really splendid. And, he has established a kind of business fundamentals for our continued success here.
I, therefore, must follow his business ways, keep alive his spirit of a good work ethic and maintain Toyota’s relationship with our stakeholders toward achieving further success. But, of course, I also intend to use some of my own original style to “add taste” to Sugata’s management operation.
Do you have new features of Sugata-san’s breakthrough Vios Cup 3 this year?
Our new feature will be to have more celebrities to join, and discovering a new racing venue. Please bear with us as we are trying to finalize details of the next Vios Cup.
Will the iconic Toyota Road Trek undergo a major revision this year, like bringing it overseas?
There is no major revision. However, we will surprise you with a new venue and additional races, but still within the country.
With Toyota accounting for almost half of the total 320,000 vehicles sold in 2015, what would be your sales forecast for Toyota in 2016? Do you have a favored Toyota model to push strongly this year?
Our target this year is 150k, and to push to realize it, I believe our new IMV models such as Fortuner and Innova are our main weapons.
Please state your top 3 priorities that you would zealously aim for?
1) To enhance Toyota/Lexus brand some more; 2) One major activity to realize it is to improve and maximize our CS (Customer Service) quality; 3) Then, as a result, to raise some more of our team members’ satisfaction and pride in the company we all work for.
How would you approach Sugata-san’s decision for Toyota to join the government’s cars Program? What is your formula for its successful implementation?
Actually, I was already involved in the study and decision for our participation into the CARS (Comprehensive Automotive Resurgence Strategy) Program when I was in Japan. Therefore, I have already been set on track toward CARS. I will just go for it.
What would Philippine motorization be like by 2020?
Surely, this country has been into motorization for the longest time. We have a big potential to expand our business more and Toyota hopes to achieve 200K units of sales by 2020.
PEE STOP Congratulations to Honda for its launch this week of the All-New Pilot model…Cheers too to my golf buddies Ding Marcelo and Dodo Catacutan for winning each a car in the golf raffles a while back at both Wack Wack. Ding won a Vios put up by San Miguel Corp. top honcho Ramon S. Ang and Dodo an Altis from MVP…And here’s to Raymond “Rockstar” Rodriguez, who was moved from Toyota SVP to an equally crucial post at Lexus to the extreme delight of Lexus President Danny “Sir John” Isla… And, finally, my felicitations to Vince Socco, who is here on vacation from his highly demanding job as one of the top guns in Toyota based in Nagoya, Japan. Cheers!