Dawn of a Golden Jubilee Year
It’s one of those rare occasions that you see the motorcycle, automobile and marine divisions of Japanese mobility company, Suzuki Philippines, altogether. Well, probably since 50 years is literally a long time coming for a company–or perhaps an institution, they decided to put all their eggs in one basket for the local media to enjoy, frolic, and even carry with them cherished memories enough to last until the next half a century.
Here, SPH prepared fun activities for the media. Starting from the manufacturing plant in Canlubang, Laguna, they had more than 60 media participants from the motorcycle and motoring circles ride and drive their vehicles all the way to Pico de Loro in Batangas.
Dubbed as: “One Suzuki Kick-Off Ride,” the two-day event showcased all the divisions under SPH’s roof, all the more fascinating the media through their fun and amazing activities; thus, setting the stage for an exciting year-long celebration ahead.
“Suzuki has been part of the lives of millions of Filipinos for five decades. From motorcycles to automobiles, to marine products, our vehicles have become life companions—on and beyond the road,” Suzuki Philippines president, Koichiro Hirao, said in his opening remarks during the start of the kick-off activity.
“Today, we invite you to experience the full breadth of the Suzuki story and continue to build a brighter future together,” he added.
Moreover, the company’s managing director, Norminio Mojica, was even more elated to share about what the company has developed and established in the country since its inception in 1975.
“Suzuki is within the top five automotive brands in the Philippines across all divisions, with over 4,200 network outlets nationwide,” he said.
“This success is not just due to our quality products, but also to the strong relationships we’ve built with our dealer network and media friends.”
A brief trip back to memory lane
To get a better picture of how long the journey has been for the brand, it was in the 1950s when Rufino D. Antonio and Associates, Inc. first brought the Suzuki motorcycles to our shores.
In July of 1975, a joint venture was built between Suzuki Motor Co., Ltd. Japan and the Rufino group, thus creating the Antonio Suzuki Corporation, thus, establishing the groundwork for the brand’s half-century anniversary this year. It was only in 1985 that the company became a wholly owned subsidiary of its mother company in Japan wherein the company name was changed to Suzuki Philippines, Incorporated.
By the late 80s, from motorcycles, the company then ventured to cars, starting with the iconic Samurai 4WD with 1.3L engine and the Super Carry.
Eventually, through the years, SPH brought in the Vitara, Jimny, Alto, Swift, Celerio, APV, Ertiga, S-Presso and XL7 – which all of which Filipinos have fallen in love with because of their compact designs, efficiency and reliability.
In 2012, the company built its 126,000-sqm facility in Laguna to accommodate its manufacturing and expansion programs in the country.
Four years later, SPH then made a bold move of bringing its outboard engine in the country making it the Philippines’ only integrated motorcycle, automobile and outboard motor company.
Exciting ride, drive and splash activities
The adventure began with motorcycle and motoring media taking various Suzuki cars and motorcycles for a spin.
The motorcycle media experienced the power and performance of various Suzuki motorcycle models: the Raider R150 Fi, Smash Fi, Burgman Street Standard and EX variants, GIXXER Series (both the 250cc and 155cc models), and the V-STROM 250 SX.
Meanwhile, the automotive media took the Jimny 5-door and XL7 Hybrid vehicles.
Come afternoon, we then found ourselves onboard nine speed boats powered by Suzuki’s Twin DF300 and DF350s. They took us across the waters of Nasugbu, Batangas for us to personally experience the 350-horsepowered engines of these boats. Here, we were able to experience the bay in its magnificent seascape amid the panoramic vanilla sky-lit sunset.
Bonding with SPH executives
The activities provided an opportunity for the media to bond with Suzuki executives and fellow participants, hence, strengthening the camaraderie among the Suzuki family.
In one of our dialogues, automobile division director and general manager Norihide Takei shared the company’s continued growth, saying, “Suzuki Automobile achieved a 10.4-percent growth in 2024, surpassing the industry average. ““This reflects the trust and love Filipinos have for Suzuki vehicles, from the iconic Jimny 3-Door to our latest innovations, the Jimny 5-Door and XL7 Hybrid. “
According to him, they are excited to introduce more remarkable products that will continue making a difference in people’s lives.
In 2024, 20,371 Suzuki vehicles were sold. From this number, driving its sales forward was the S-Presso with 6,401 units sold, followed by the Carry (3,386 units) and the Jimny (3,012 units).
On the other hand, motorcycle division head Jose Salavarria gave us a glimpse of Suzuki’s rich heritage, saying, “Suzuki’s journey in the Philippines started with motorcycles in the 1950s. Today, we have 30 models in our lineup, 12 of which are proudly manufactured in the Philippines. Our Laguna plant caters not only to local demand but also to export markets in neighboring Asian countries.”
“Our commitment to innovation will continue, ensuring we provide the latest technology to meet Filipinos’ mobility needs,” he added.
Lastly, Suzuki marine division’s Yukio Sato, said: “The Philippines, with its rich maritime culture, provided the perfect environment for Suzuki to offer reliable, efficient outboard motors to meet the needs of boat operators, and recreational boaters. Whether it was small engines for smaller boats or high-powered motors for larger vessels, Suzuki quickly became synonymous with reliability. Our outboards allowed every Filipino, whether navigating calm waters or tackling rough seas, to have confidence in the quality and performance of their Suzuki product.”
Here, Suzuki is the leading brand in this industry, with a dominant 40-percent local market share.
The One Suzuki Kick-Off Ride is just the start of the long celebration throughout the year, hence, foreshadowing of bigger things to come later this 2025.
