Honda's Hiroshi Shimizu: When a Rally Driver is at the Company Wheel

MANILA, Philippines - One of the things I remember most about meeting Mr. Hiroshi Shimizu when he first came to Manila and was introduced to the Motoring media for the first time was the motoring journalists’ collective surprise and admiration having found out that the man was an experienced rally driver. That was 2007 when Mr. Shimizu was assigned president and general manager of Honda Cars Philippines Inc. and that night we imagined him a daredevil, speed freak which was most likely far from the truth. But there’s one thing I am certain about, when a rally driver is behind the wheel of a top automotive company you get the rare combination of precision and daring - which is all that it takes to come out on top in this industry.

Philippine STAR: Please describe the Philippine automotive industry and market the way you personally see it, especially against the background of the Southeast Asian and global auto industry and market as a whole.

Hiroshi Shimizu: The Philippine automotive industry has a great market potential to expand.  The local automotive industry showed resilience when the automotive industry in the U.S. was in crisis. The local auto industry must cope up with the challenge of market dynamism and must always pay attention to the changing needs of the customers.

PS: What do you think is the identity of the Honda brand in the Philippines?

HS: I believe that the Honda brand in the Philippines has the same identity anywhere in the world. More than high quality, the Honda brand is known for its advanced engine technology that delivers clean emission and excellent fuel economy without sacrificing the fun in driving. These attributes make Honda a well-loved, premium brand with high resale value.

PS: What is Honda Cars Philippines Inc. aiming for at the end of 2010?

HS: We are projecting approximately 18,000 unit sales by year-end.

PS: What is Honda Cars Philippines Inc.’s long-term goal?

HS: Honda has maintained a global viewpoint in striving to become a company that society wants to exist through creation of new values, products and technologies that address social challenges. In order to attain sustainable mobility, Honda voluntarily sets higher goals to preserve our ailing environment. Here in the Philippines for example, Honda is the only manufacturer that adheres to EURO 4 emission levels for its ENTIRE model line-up, even if local government only requires EURO 2 compliance. EURO 4 standards release as much as 56% less harmful emissions as compared to EURO 2 standards.

PS: What were the hurdles you faced when you first took the helm of Honda Cars Philippines?

HS: I arrived in the Philippines in 2007 and I was truly overwhelmed by the warm welcome I received. Filipinos have been truly gracious hosts, I can’t think of any major obstacle related to my purpose. The Filipinos’ talent, patience and perseverance have helped me tremendously in moving our company forward.

PS: What were the goals that you set for yourself and achieved during your years as Honda Cars Philippines president? What do you think are the major achievements of Honda Cars Philippines during your time as president?

HS: One of my goals is to make this company customer-oriented. It is only through putting one’s self in the shoes of customers that you get to identify their needs. Getting deeper understanding of who the customers really are and what they actually need are vital factors in serving them best. To provide ultimate customer satisfaction, we are expanding our sales and service network to bring world-class products and services closer to our customers.    Now accessible to nearby residents of Cavite, Batangas, Nueva Ecija and Bulacan, Honda has opened its doors to four additional full-service dealerships when I assumed post in 2007. Very soon, we will be opening another dealership in the province of Rizal. As part of our continuous search in improving our services, we opened the Honda S.P.A. (Honda Service, Parts and Accessories) in Tandang Sora to provide quick and basic services like full periodic maintenance and light to medium general repairs.

Another goal is to ensure product quality excellence at a reasonable price.   In achieving high quality vehicles, we shall continue to source for high quality materials and improve our production and distribution processes.

Meanwhile, on the business side, my main challenge is to steer Honda Cars Philippines (HCPI) to financial stability. For one, HCPI has yet to make a presence in Honda’s Global Operations in terms of volume sales and finance. Achieving this can bring enormous pride to all our associates, as well as greater opportunities for HCPI and its stakeholders. This can very well assure our company’s better future.

PS: What leadership or management philosophies do you adhere to that you have found significant and effective over the years?

HS: We operate under the basic Honda philosophies of ‘Respect for the Individual’ and the ‘Three Joys.’ At Honda, we give respect to the individuality and unique character of each person. We also work towards sharing a sense of joy throughout the entire Honda experience: The Joy of Buying, The Joy of Selling and The Joy of Creating high quality products.

PS: Do you have any personal goals that you set yourself on achieving during your years of being assigned here in the Philippines?

HS: I aim to be sort of a ‘missionary’ to instill Honda’s philosophy in HCPI.   It is through these principles that Honda will move forward and lead in the production and selling of high quality products.

PS: What lasting influence do you want to impart to your company during your time as president?

HS: I wish to impart commitment to Honda’s philosophy, enhance corporate governance, attain cost-efficiency, observe fairness and always use scientific approach. These may give you an impression of my strict expectations. These strict expectations however, are what I live up to, myself.

PS: What were your impressions about the Philippines when you first got assigned here?

HS: I had been assigned in Thailand and India before transferring to the Philippines. I can say that the Filipinos are very friendly and hospitable. Such warm nature made me feel at ease right away. I feel comfortable here in the Philippines.

PS: What have you discovered about the Philippines during your stay?

HS: I discovered that the Philippines is rich in natural resources, beautiful scenery, pristine beaches and cultural heritage. I hope that more people will get to travel and explore the Philippines. More promotional support will help boost tourism among local and international travelers.