When Tetsuya Fujita learned that his next tour of duty with Isuzu would be in the Philippines to take the reins of Isuzu Philippines Corp (IPC), the tall and jovial Japanese had a feeling that this wouldn’t be a walk in the park.
Well, it turns out his tenure here, so far, has been more like a camp out, quite literally and figuratively.
It was last Dec. 9 when IPC formally announced that Fujita would be the next IPC president for 2023 onwards. Prior to this assignment, Fujita was a senior executive of Isuzu Motors Limited Japan (IML), with more than 30 years of experience handling Isuzu’s overseas markets in the United States and Latin America.
Even as a three-decade international veteran, Fujita admitted he was quite fearful of living in the Philippines, with the negative news about the country. He was quick to add, however, that all those fears dissipated as soon as he reported for work.
In fact, Fujita has grown so much at ease living and working here, that he considers the countryside his “second home,” so to speak.
This was evident during our overnight campout on Oct. 14 and 15 at the River Ranch in Tanay in Rizal Province. The campout capped IPC’s showcase of the new D-MAX Limited 4×2 AT pick-up in Onyx Black, which was put to the test on an off-road course with many river crossings. The convoy also included the 4×4 versions of the D-MAX LS-E AT and the MU-X LS-E AT, some of which were outfitted with Overland Kings camping kits. I was able to drive the Islay Gray D-MAX on the offroad and river crossing sections, which was a lot of fun. All participants were in the Isuzu pick-ups and SUVs, and they, too, experienced the power and toughness of these light commercial vehicles from the king of diesel-powered truck makers.
I’d normally floor it when I’m about to cross a river in an Isuzu pick-up or SUV. This time, though, I drove like a caring “soccer mom,” because in the backseat were Visor editor-in-chief Vernon Sarne and his best friend—and very behaved canine companion—Job.
I spotted Fujita in another D-MAX, and he looked like he was thoroughly enjoying the ride, even rolling down the window and waving to the camera crew after crossing the river. I learned later that this was actually his second time to hit the trails and camp out in the 8-hectare River Ranch.
By the time it was getting dark and we were settling down at the River Ranch, I spotted Fujita-san driving the D-MAX to its designated campsite himself. He was all-smiles when I approached him, apparently satisfied with the overhead camper Overland Kings attached, which would be his “penthouse” come bedtime.
I asked him how he found Filipinos, to which he replied, “The people here are very kind, very friendly.” With a laugh, he quipped, “And everyone loves Isuzu!”
He added, “Filipinos love the outdoors. Nature is a great asset of the Philippines. And I’m very excited that IPC will have more outdoor-related activities spread over Luzon, Visayas, and Mindanao.”
Seeing that many Filipinos have this outgoing (and “going out”) personality that mirrors his own outlook, he says he’s enjoying his life in the country. Still, Fujita stresses he’s focused on the task at hand, which is to extend Isuzu’s reign as the number one truck brand in the Philippines, a throne that IPC has occupied for a record-setting 23 years.
“We have an almost 50-percent market share in that segment. We must maintain that,” he said.
Those 23 years have shown that, in order for the truck maker to stay at the top, hard work needs to be mixed with play. In his short message to the participants later in the night, Fujita explained, “Truly, the Isuzu brand is known for these kinds of overland activities. I know many of you have many stories of your own Isuzu adventures; may it be mountain climbing, river crossing like today, ziplining, scuba diving. It’s always very nice to hear that all of you were able to experience it with Isuzu and share it with your family and friends.”
My camping experience tonight was made all the more relaxing and satisfying when I met the chill team running Kombi Brew. This slow-brew coffee bar, owned and managed by Budz Badua, was one of the food and refreshment kiosks set up by Overland Kings, which not only outfitted the Isuzu vehicles, but also set up the entire campsite to give it that complete “community” feel. Kombi Brew’s centerpiece, apart from its unique brews (alcoholic and otherwise), is the head-turning vintage 1973 Volkswagen Kombi van.
Dinner was courtesy of Overland King’s Sarsa Kitchen+Bar chef JP Anglo, who was thoughtful enough to prepare me some vegan dishes—fresh grilled vegetables, vegan pancit and creamy pumpkin squash. Adding to the warmth of the bonfire was good company around the table—Fujita and Sarne (with Job patiently sitting beside him, seemingly listening in on the conversation), Yasuhiko Oyama (IPC vice president), Bobet Carlos (IPC assistant sales division head), Yvonne Linchangco (IPC corporate communications officer), the indefatigable Hermes Canon (IPC’s longtime “chairman” and allaround go-to guy for us in the motoring media), and fellow veteran motoring media members, and good friends Manila Bulletin executive editor Pinky Colmenares, Auto Review’s producer and host Ron Delos Reyes, STV Auto Focus’ vice president Jenny Bleza Pineda, GMA 7 TV producer Ferdinand Vinzon of Turbozone, Business Mirror motoring scribe and radio personality Patrick Tulfo, and TessDrive editor Aries B. Espinosa.
Overland Kings founder Joel Pedro pointed out some of the kits and fittings for the Isuzu vehicles. The D-MAX has the popup tent, adjustable aluminum rack, a 270-degree free-standing awning, Mammoth Crossbar and Aluminum Crossbar and a PIAALED bar. The MU-X was attached with a full drawer system with dual battery, and even a shower. “But it doesn’t come with the shower tent, so shower at your own risk,” he laughed.
All the roof tents were provided with their own bed sheets and pillows, and portable and rechargeable lights and fans.
Aftersales service still key
Before Fujita got too tipsy with his favorite beer, I asked him what he thought of the rapidly developing market of new-energy vehicles. Would he consider these as a threat to Isuzu, which has stuck to its diesel guns so far?
He replied, “I’m surprised to find how fast this trend of new-energy vehicles is moving. I believe that even when electric vehicles will become more popular, we will still have a good presence in this market, because our brand of vehicles are durable and reliable, especially in the truck segment. That’s the trademark of Isuzu.
“Our focus is on the light-duty trucks like D-MAX and MU-X SUV, and the commercial trucks. These segments remain important and significant (in the Philippine market). Our brand image will remain strong in the Philippines, as we will prioritize even more our aftersales services. Even these electric vehicles require aftersales services and customer support. And it is in aftersales and customer support that Isuzu will remain strong.”
