Takeshi Hara vows to work on ‘customer experience’
By Kap Maceda Aguila
AT THE START of the month, Mitsubishi Motors Philippines Corp. (MMPC) officially welcomed Takeshi Hara as its new president and CEO. He succeeds Mutsuhiro Oshikiri, who had helmed the company since Aug 1, 2017.
In a release, MMPC said that it “remained to be the strong number two automotive brand in the country” throughout the outgoing executive’s stint. “During the most challenging time of the COVID-19 pandemic, Mr. Oshikiri steered the company and implemented structural reforms to strengthen MMPC,” the company continued.
Under his watch, Mitsubishi in the country reached several milestones: one million units in sales, its 700,000th vehicle produced, and the 200,000th L300 made. Additionally, MMPC sold its most number of units in a month (6,822 in March 2017), launched its best-selling Xpander MPV, and also unveiled a Euro 4-compliant Mitsubishi L300.
“Though there are a lot of challenges that we encountered in the past, I consider myself lucky to have been part of a strong organization that demonstrated admirable resiliency during the most trying times. I am confident that I am leaving MMPC to good people that will uphold its values and will serve the brand well,” said Mr. Oshikiri in a speech delivered last week during the online turnover ceremony, attended by MMPC officials and members of the media.
As he paid tribute to his predecessor (who will be retiring), Mr. Hara said that he aims to “develop and execute programs that revolve around customer experience,” with a view to bringing the Mitsubishi brand “closer to the heart of the Filipinos.”
The new MMPC chief has spent a huge chunk of his career with the brand, having joined Mitsubishi Motors Corp. (MMC) back in 1993. Mr. Hara assumed various roles and assignments ranging from plant operation, corporate planning, sales and after-sales for MMC in Japan, and several other countries including Thailand. Prior to his posting here, he was in Puerto Rico from 2019 to 2021 as president and CEO of Mitsubishi Motors Sales Caribbean, Inc., MMC’s subsidiary and distributor there. Mr. Hara started to transition into his new role MMPC last April as executive vice-president and assistant to the president and CEO.
“Similar to our products that are designed to cater to various lifestyles and life stages, we will use each moment as an inspiration to provide more value to our offerings and further improve our service. We will forge brand partnerships that will align us better with Filipino interest and considerations. We will strengthen brand love by supporting all things that matter to our valued customers,” continued Mr. Hara. “I’d like to create more ways to appeal to our various customers.”
Along with the improvement of customer experience, the executive said MMPC will continue to leverage the brand’s technology and embark on a digital transformation — areas that are expected to appeal to a tech-savvy market. “The Philippines is a very young country,” Mr. Hara noted.
Meanwhile, MMPC FVP for Sales Cecil Capacete expressed hope that the business climate will be much better this year, adding that the company seeks to improve on its 15% market share, as well as fortify its strong number two position. For his part, MMPC SVP for Finance Arnold Armario said that while he is “confident about (the business) rebounding this year,” it hinges upon the rollout of vaccines.
Replying to a question from “Velocity,” Mr. Hara said he sees the opportunities and strengths in the Philippine market predicated on “relationships, family, (a) great atmosphere.” He noted the brand’s “very strong” SUV and pickup products, and its manufacturing activities as well.
“We can increase market share,” he declared, and shared that the company will be launching two new vehicles in the near future.