The Chief is Esquire Philippines’ space for company leaders and founders. It’s a way to get to know the movers and shakers and captains of industry not just from within the boardroom, but, more importantly, outside of their collared shirts, suits, and ties. In this inaugural edition of The Chief, we sit down with the popular and well-liked president of arguably the country’s biggest automotive company, Toyota Motor Philippines.
Paul Sugano
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There were all types of bumps and scrapes during Leg 2 of this year’s Toyota Gazoo Racing (TGR) Philippine Cup street race held within a fenced-off portion of public roads inside Villar City in Bacoor, Cavite. In this edition of the “grassroots racing series,” it seemed that the layout unfamiliar to most of the racers—a departure from Clark International Speedway, which is the usual venue—was a bit of a formula for a race of attrition. As the day wore on, more Vios race cars were missing parts of their bumpers or showing dents and scratches all over.
On Sunday afternoon, the last day of Leg 2, a Vios flipped upside down and hit the central barrier. The street race—attended by more than 12,500 spectators over a span of three days—came to a complete halt as did the breaths of many in attendance. Behind the wheel of the upturned #4 Vios that figured in the accident was the president of Toyota Motor Philippines (TMP), Masando Hashimoto.
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Anyone who knows Hashimoto knows that he lives for adventure; his passion for the outdoors as an athlete and competitor is undeniable. Risks on the track are not unknown to the executive who has been competing in the TGR Philippine Cup since last year.
PHOTO: Paul Sugano
The tense few seconds after the crash eventually gave way to relief when spectators saw the Japanese executive emerge from the car. Hashimoto’s initial gesture to first responders reflected gratitude; he clasped his hands, then raised his two thumbs up to insist that he was okay. His beloved #4 Vios saved his life, he would later say in a social media post.
“I misjudged my speed and handling, lost control… My car became… immobilized,” he shared on Facebook. “While the engine and tires sustained significant damage from the impact, the cabin remained intact and completely clear, allowing me to escape without even a scratch.” Hashimoto was cleared at the hospital and was able to return to the makeshift track in time for the awards ceremony that same evening.
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“We racers experience crashes all the time, many times, which is part of racing,” his post continued. “I have seen first-hand the wonderful fact that Toyota cars are safe, robust, and keep drivers protected. Global Chairman Akio Toyoda always emphasized the importance of “driving, breaking, and fixing” in his vehicle development (to discover) areas of improvement. Based on this corporate mantra, Toyota will continue to pursue safer vehicle manufacturing and accessible racing in the future.”
Hashimoto knows all too well that there is an unparalleled connection between Filipinos and the Japan-headquartered mobility brand. Today, across our archipelago’s network of roads, some 1.2 million Toyota vehicles—from meticulously restored classics to the latest models—make their way from here to there. The TMP executive says it’s exactly what Toyotas are built to do. While the average ownership period of a Toyota vehicle ranges from eight to nine years, “the car or engine will last 20 years, sometimes 30.”
Hashimoto-san all smiles during leg 2 of the TGR Philippine Cup
Facebook / Masando Hashimoto
At the end of the day, the popularity of the marque always goes back to the quality of its vehicles. “Our global chairman Akio Toyoda’s focus is always on the car,” he tells Esquire Philippines. “It’s the brand of Toyota, the value of Toyota. The product is the foundation, we believe. The car is like a long-term product (that connects someone for) a lifetime with our company.”
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The ties Hashimoto speaks of have delivered a coveted triple crown (leading the auto industry in the passenger vehicle, commercial vehicle, and overall sales) for an incredible 23 straight years. In 2024, Toyota’s local sales spiked by nine percent as it sold 218,019 units. According to the company, the growth meant 69,000 jobs for Filipinos and P35 billion in revenues for the national government.
“Numbers are just the result, we believe,” the TMP head insists. “We are simply happy that people in this country love and appreciate our cars.”
Hashimoto-san's upturned racing Vios immediately after the incident
Facebook / Masando Hashimoto
Hashimoto-san's racing Vios is towed away
Facebook / Masando Hashimoto
Rookie Year
Hashimoto’s insights are drawn from a tenure of more than 16 years in Toyota, beginning when he transitioned his marketing career from telecommunications to mobility. Toyota assigned him to Asia and sent him on assignment to Thailand seven years after joining the firm.
There, he learned about distribution and the power of network or channels. “It is a key market for us,” he shares. “They have 150 dealer owners and more than 400 outlets nationwide. All became my friends and kindly taught me (about) the franchise business. That (formed) my foundation to work for (an) overseas distributor.”
A highlight of his Thailand stint was being under Michinobu Sugata (who led TMP from January 2010 to January 2016). “He was my idol and an icon to many, especially to me,” he shares. “He's an expert of distribution. He knows the Asia market very well. I (realized) I wanted to become like Sugata-san.”
PHOTO: Paul Sugano
The year 2023 brought Hashimoto closer to his aspiration of leading TMP. The executive was named senior vice president for marketing and worked for a year under then TMP President Atsuhiro Okamoto. “He’s a great leader,” he shares. “He’s an ideal leader in the area of new business. These days, we are trying many new challenges like full-service lease, car rental, and second-hand channels. All these things were triggered by Mr. Okamoto. Almost everything was already solved by him in the field. I am now following (his footsteps), carrying on the heritage of Toyota’s challenge.”
Hashimoto credits TMP’s strong performance to the full lineup strategy of Toyota and Lexus that covers passenger, commercial, sport, and luxury offerings. His rookie year as president saw both marques sell 14,000 hybrid vehicles—doubling sales from two years ago. The 2025 goal is to put 20,000 more hybrids from TMP on the road. “I’m quite happy with the acceptance,” he says. “We at Toyota are constantly fighting CO2 (carbon dioxide) emissions. Our approach to the environment (is across) all solutions—gas, diesel, battery, and electric vehicles. This is our multi-faceted approach for the environment. It will not change in the future.”
Another highlight of the executive’s first year is the introduction of the next-generation Tamaraw model, locally assembled in TMP’s sprawling Santa Rosa, Laguna facility. “It is just one pickup truck, but it can be converted to transport people and goods. (It’s a vehicle that) can cater to the economy and livelihood of Filipinos. We want to focus more on the Tamaraw and make its business bigger. That is our commitment to our Filipino people.”
Paul Sugano
The executive reports that over 60,000 Tamaraw units have been produced to date, with more partners joining the Tamaraw project. The brand welcomes the involvement to sustain the business. “We believe the auto supply chain cannot be sustained by Toyota only,” he explains. “We need more newcomers in the industry (to have) a richer supply chain in the Philippines.
“When Chairman Akio was here in Manila, he (said that) even though Toyota will lose its market share, we need more players. If we can have more friends in the industry, then it can contribute to (having) more supply chain (players) that may be good for the country and, eventually, customers as well. That is a strong message from him. We want to realize these, get close to those goals through the Tamaraw project.”
He adds that the brand is expanding its story through offerings of its luxury brand Lexus. “We just launched the LBX, the new compact B segment luxury car. This is a car that caters to new, upcoming, upshifting customers from Toyota’s master brand to the luxury brand. Through this product, we believe that even through a small car, (we can) offer quality, high-level driving experience.”
Family Ties
Hashimoto credits the strong relations between the Ty family, which owns and controls TMP and other interests including banking and real estate within its holding company GT Capital, and the Toyota group for TMP’s success. The Toyota parent owns a minority stake in TMP, with the Ty family owning 51 percent. “This is (Mr. Ty’s) company but since the beginning, all presidents have been Japanese,” Hashimoto says. “I’m the ninth president. This (reflects) the great trust between Toyota and the Tys. That is quite a big heritage.”
Hashimoto's wife Noriko and son Jo check up on him after the TGR mishap
Facebook / Masando Hashimoto
He also considers TMP Chairman Alfred Ty as a “great mentor” who knows Toyota and even Japanese culture.
“He loves the Toyota way of thinking,” he shares. “I think he is like a Japanese. To me, he’s also a role model, a big brother. To Chairman Akio, he is a very good young brother. (Their fathers) started the joint business and now it’s with the next generation.”
Family and the outdoors
The TMP president also pays tribute to his wife and two sons who have joined him in the Philippines. “They are supporting me in many areas,” he shares. “Being together with them is really healing time for me. Probably without their support, I wouldn’t be able to keep working every day here. I will be very missing everything. Family is really important to me, and they are enjoying the life in Manila.”
Away from work, the executive‘s love for the outdoors has connected him more to his country of assignment. Hashimoto cycles, jogs, swims, competes in motorsports, and recently picked up horseback riding. “I want to be able to switch on and off business-wise,” he reveals. “That is the basic motivation for me to be addicted in sports activities. Anything is fun for me, to allow me to refresh, recharge myself. A new sport is always very fun and exciting. When I come back to the office, then I can be motivated again. The weekend is very important for me to recharge.”
Hashimoto-san leads an an upland tree planting event in Siniloan, Laguna
Facebook / Masando Hashimoto
Posing with two-time Olympic gold medalist Carlos Yulo
Facebook / Masando Hashimoto
Back at the office, Hashimoto says he is a “lucky president” being surrounded by a TMP management team that is composed of “great talent” that operates under One Toyota, One Team. “I'm really thankful to the team,” he asserts. “To us in Toyota, whatever the country is, we try to aim to be the best-in-town company. We need to deliver the car, we have to offer repair (services). We have to cater the services. All those things are important to accommodate the Toyota lovers in this country. Toyota’s promise and offer to the future does not change. (And this is why) the brand is loved by everyone.”
Paul Sugano
After what happened to him on the race track, he undeniably loves it even more now.
Interview: Joyce Reyes-Aguila
Photography: Paul Sugano
Editor-in-chief: Paul John Caña
Video: Teddy Garcia
Special Thanks to: Elvin Luciano and his team at the Marketing Services Division of TMP
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