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Nissan tags PHL integral to ASEAN growth goals
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Nissan Philippines on Friday launched the latest models of Sylphy and Altima in Parañaque City, while officials of parent Nissan Motors Co. Ltd. announced that the Philippines is integral to the the Japanese carmaker's overall marketing strategy for ASEAN.
(Updated 5:22 p.m.) The Philippines is going to be an important market under Nissan Motors Co. Ltd. growth goals in the Association of Southeast Asian Nations (ASEAN), given its growing economy and population, top officials of the Japanese carmaker said Friday.
"ASEAN is an important part of Nissan in terms of global sales. We have clear plans for this region," executive vice president Takao Katagiri said during the launch of new products in Parañaque City.
By 2016, Nissan aims to serve 500,000 units or 15 percent of the total market share in the ASEAN.
"And we see the Philippines as the next growth engine in ASEAN," Katagiri said.
Now is the best time to enter the Philippine market given its robust growth and increasing populations, Nissan Philippines Inc. president and managing director Kenji Naito said in a separate interview with GMA News Online.
"This is a very good opportunity, because of the booming economy... and population is nearly over 100 million. There's really no barrier for motorization... and to catch up with others," he said.
'Finally back'
Naito said the plan is to expand the 29 dealerships, while research and development are being done to identify the best car suited for the Philippine market and the Filipino lifestyle. – VS, GMA News
'Finally back'
Last December, Nissan Motors established Nissan Philippines Inc. – a joint venture with long-time partners Universal Motors Corp. and Nissan Motor Philippines Inc.
Universal Motors distributes Nissan commercial vehicles and Nissan Motor Philippines for passenger vehicles.
Vice chairman Toshiyuki Shiga said Nissan Philippines marks the "start of a new chapter in the automotive sector."
The Japanese automaker started business in the Philippines in 1982 as Pilipinas Nissan Inc., a joint venture with Marubeni Corp., and was later changed to Nissan Motor Philippines in 1991.
However, Nissan Motors pulled out in 2000 following the Asian financial crisis in 1997 as sales dipped.
Katagiri said Nissan is finally back in the Philippines with the necessary investments.
However, its investment mainly revolves on marketing, products and resources, and has no plans of expanding existing plants or putting up a new one, Naito said.
"First, it's all about sales and marketing, shifting resource, people and products," he said.
"For the assembly plant, we have no plans of investing in a new one because we have partners with existing plants in Sta. Rosa, Laguna. We're going to utilize them," Naito added.
Nissan will keep on producing existing models at the Sta. Rosa plant and will also bring in new models from its assembly plant in Thailand.
"To mark our commitment in the Philippines, we are launching Nissan Altima and Nissan Sylphy – manufactured in Thailand. Next year, we are going to bring in new models that are competitive," Katagiri said.
Currently, Nissan has less than 4 percent share of the Philippine market, which is "unacceptable" for the Japanese automaker, Naito said.
"Our presence here is below 4 percent. We target a market share of two digits," he said.
