Driver change at CAMPI
After 14 years, the 29-member Chamber of Automotive Manufacturers of the Philippines (CAMPI), the leading auto industry association in the Philippines, has new leadership.
Jose Maria “Jing” Atienza takes over the presidency from Atty. Rommel Gutierrez. Both are industry veterans from Toyota Motor Philippines. Atienza has been involved in the auto industry for 35 years.
During his speech at the formal turnover ceremony Jan. 27 at the Grand Hyatt Manila, Atienza said those years had been spent in the marketing division of Toyota Motor Philippines (TMP), where he currently serves as executive vice president—considered the highest position a Filipino has reached in TMP (Vince Socco, on the other hand, reached a higher position within the regional Toyota structure, serving as the EVP of Toyota Motor Asia Pacific).
I approached Atienza after the formal turnover ceremony and, in jest, I asked him: “CAMPI is about breaking records. Atty. Rommel was president for 14 years. Do you plan to break that record?”
Without any hesitation, he replied, “No! By that time, I’d be 70.”
He said he didn’t really count on taking the helm at the Chamber. “I didn’t really expect the CAMPI presidency. It’s just that you have an opportunity to serve. I wouldn’t say this is something that I vied for. But when you’re asked. Why not? There’s always a yes or a no, but sometimes, when things are difficult, you say yes.”
I asked what his leadership style in CAMPI would be. Will he be more protective of traditional brands, or will he welcome new companies with open arms?
“You cannot (promote your self-interests) in the organization. That’s not the way it’s run. We have had very healthy discussions.
“Everyone has a voice. It’s not about how long you’ve stayed there or what you’ve sold. Most of the members are new. In terms of leadership style—I don’t even want to call it a leadership style—I would like to have more discussions. I would like to consult members; I have to respect the wisdom of other brands as well. That is what I am willing to do for the organization.”
In his speech, Atienza said, “CAMPI is guided by its new vision of fostering mobility transition in the Philippines. Supported by four co-equal strategic pillars: Technology and Innovation, Vehicle and Road Safety, Industry Development, and Sustainability, our framework for future action focuses on establishing automotive as a key sector with significant economic and societal contribution.”
Atienza emphasized that in Technology and Innovation, CAMPI will continue to promote electrification by providing diverse clean and green mobility options for customers.
“The traditional automotive value chain is transforming into the new mobility value chain. CAMPI will support viable changes in transportation models to help create new value streams from mobility solutions,” he said.
He also cited the Philippine International Motor Show (PIMS), slated for June, as the leading platform to showcase mobility technologies and promote electrification in the country.
The RACE for CARS
The changing of the guard at CAMPI comes at a crucial time when government support for local automotive manufacturing has encountered some hiccups. President Ferdinand Marcos Jr. recently vetoed P4.32 billion in the 2026 budget appropriations intended to fund incentives for car manufacturers (specifically Toyota and Mitsubishi) under the CARS (Comprehensive Automotive Resurgence Strategy) program, raising concerns about the stability of long-term local manufacturing investments.
The Department of Budget and Management (DBM) and the Department of Finance (DOF) subsequently announced a funding solution using government savings from 2025 (specifically from the Department of Public Works and Highways) to fulfill obligations to the program participants. But the sector isn’t out of the woods just yet. The budget for the Revitalizing the Automotive Industry for Competitiveness Enhancement (RACE) program, seen as the replacement for CARS, had also been vetoed and does not have an identified funding source as of presstime.
I asked Atienza how he would convince the government that continued investment in local assembly is better than being 100 percent dependent on imports.
“As a Filipino, and as an industry guy, you’ve seen where we’ve started as a big manufacturing group. And we would like to see more of such investments and manufacturing. It would depend on how CAMPI acts, but CAMPI cannot do it alone. It’s more of how to consult and how to be transparent, which is how issues are solved. Talk, talk, talk. It’s the only thing we can do until then.”
Leaving with a new vision for the future
For his part, Atty. Rommel cited two things he is particularly proud of in his long tenure with CAMPI:
“First, that we have grown not just in numbers and market share, but also in terms of impact and influence. Our expanding membership and increased role in policymaking and developmental initiatives demonstrate true and reliable industry leadership;
“Second, that I am leaving you with a new vision for the future. In my final year as president, and coincidentally the 30th anniversary of CAMPI, we intentionally launched CAMPI’s new vision reflecting our role as the leading automotive industry association in the country. This is not closing the book of CAMPI. Rather, it is opening new chapters for the incoming leadership, so that CAMPI can continue making an impactful stance on mobility transition in the country,” Gutierrez concluded.
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