Isuzu Philippines Corporation's Yuki Kato:Captain of the ship and then some

Manila, Philippines - Please give us a background on how you started in the automotive industry. What is it about the automotive industry that attracted you?

Right after I graduated from the Hitotsubashi University in Japan in 1987 with a degree in Commerce and Management, I immediately joined Mitsubishi Corporation Tokyo Head Office – the trading firm. I was assigned to handle different functions such as textiles and general merchandise administration, foreign exchange, and accounting.

In 1999, I was assigned at Isuzu Philippines Corporation as vice president for finance. But in 2004, I was appointed back to Japan to handle the Asia Business Unit. This assignment gave me diverse functions such as sales and marketing as well as the entire business operations of certain regions or units. In 2007, I was once again deployed to IPC this time to handle three functions, namely: vice president for sales, vice president for finance, and eventually as executive vice president.

The automotive industry is very challenging and indeed multifaceted. So many people rely heavily in the transportation business due to its significance in our daily lives and the entire society and global community in general.

What is the global marketing position of Isuzu? How is this applicable to the Philippine market?

We at Isuzu aim to be the “Global Leader in Commercial Vehicles and Diesel Engines.” This goal is built on history as an automobile manufacturer that dates back to 1916. Today, Isuzu contributes to the well being of people in over 120 countries.

IPC had its ground-breaking ceremony in 1995. Production promptly commenced a year later, with the inauguration of our company officially held in 1997. Isuzu has steadily built a solid reputation as the Filipino’s “Responsible Partner” with powerful, dependable, fuel-efficient and affordable commercial vehicles.

In 2007, IPC scored a historic milestone: 100,000th unit off our assembly line in Biñan, Laguna. The history-making unit was an Isuzu N-Series light-duty truck (NHR).

IPC has produced popular vehicles such as the Crosswind AUV, the D-MAX pickup, the Alterra SUV, trucks and buses, and even Powetrtain engines and components in different applications (automotive, industrial and marines). Moreover, IPC, for several years now, has been producing and selling locally manufactured vehicles. We are very glad to let the public know that ninety percent (90%) of the vehicles we sell are locally assembled – made by Filipinos for Filipinos. We outsource the parts and components that are locally available, thereby contributing to the Philippine economy. We intend to continue this in our effort to help in uplifting domestic production.

In what way is Isuzu a unique vehicle brand to market in the Philippines?

Isuzu is a unique vehicle brand for two things. First, we offer only commercial vehicles and second, our products are powered only by diesel engines. But more than building and selling diesel-powered vehicles, Isuzu is strongly identified with worthwhile projects that involve the preservation of the environment and raising the quality of standards of education. We believe that giving back to the society where we do business is our corporate social responsibility.

What’s a typical day like for the EVP of Isuzu Philippines Corporation?

There is no typical day for me as my job entails me to constantly meet business partners, shareholders, customers, media and team members as well. Overseas and local trips meeting different business contacts likewise put additional load on my busy day. I guess e-mail and my mobile phone are the only things I can consider as “typical” in my job to best deliver my functions.

You are set to leave the Philippines soon. What else do you want to achieve in your life and career? What will you miss most about the Philippines?

Definitely, I will leave the Philippines with a heavy heart. Leaving one’s company is the hardest part for each and every employee; especially if one has witnessed the growth of an organization that is accompanied by trials and triumphs. I have been with Isuzu Philippines for nine years – nine challenging and yet, fulfilling years. On a lighter side, I have already taken in the Filipino culture and tradition – above all my favorite sisig, kinilaw and Bicol express! I will surely miss these Pinoy dishes! And of course, I will miss the friendly Filipinos.