Suzuki Philippines Celebrates 50 Years of Trust, Innovation, and Partnership in a Historic Three-Day Celebration

In a grand showcase of heritage, innovation, and unity, Suzuki Philippines Incorporated (SPH) commemorated its 50th Anniversary with a series of milestone events that brought together its network of dealers, loyal customers, employees, and partners. From the exclusive One Suzuki Dealer Convention to the vibrant Suzuki Matsuri 2025 and the massive One Suzuki Big Ride, the celebration embodied five decades of commitment to Filipino mobility and marked a new era with the global brand promise: “By Your Side.”

A Historic Beginning, A Nation-Wide Celebration From humble beginnings in 1975 as a motorcycle manufacturer through a joint venture with the then Rufino Antonio and Associates, Suzuki Philippines has grown to become the only integrated automotive brand in the country, offering motorcycles, automobiles, and marine engines under one unified identity. Today, SPH has expanded its presence with over 5,000 motorcycle outlets (including 105 exclusive 3S shops), 80 automobile dealerships, and 22 marine branches, serving Filipinos from Luzon to Mindanao.

From L-R: SPH Manufacturing and Engineering Director Shinya Sano, SPH Marine and After Sales General Manager Yukio Sato, Motorcycle Sales and Marketing Division Head Joey Salavarria, SMC Division Manager, Motorcycle Marketing and Product Planning Division Akira Kyugi, SPH Managing Director Norminio Mojica, SMC Managing Officer, Executive General Manager for Motorcycle Operations Takashi Ise, SPH President Koichiro Hirao, SMC President and Representative Director Toshihiro Suzuki, (front) SMC Managing Officer, Executive General Manager for Automobile Marketing- Asia, Latin America and Oceania, Masafumi Harano, SMC Division Manager, Automobile Marketing- Asia, Latin America and Oceania, Motohiro Atsumi and Managing Officer, Executive General Manager for Marine Operations, Shuichi Mishima, SPH Automobile Director and General Manager Norihide Takei, SPH Finance and Admin General Manager Catherine Magtibay and Manufacturing and Engineering General Manager Noli Silvestre.

As Suzuki commemorates its 50th year in the Philippines, it also honors the people who made this journey possible—dealers, employees, leaders, and loyal customers who shaped its story and fueled its growth.

Mr. Norminio Mojica, Managing Director and top Filipino executive of Suzuki Philippines, captured this spirit in his special message:

“Together, these individuals form the wheel of Suzuki Philippines’ 50-year journey, a journey powered by shared visions, shared efforts, and a shared belief that we can achieve greatness. It is this unity that brings us to this day, and it is this unity that will carry us forward.”

 One Suzuki Dealer Convention: Honoring the Lifeblood of the Brand

 Held on June 13 at the Conrad Hotel Manila, the One Suzuki Dealer Convention was a landmark event dedicated especially to honor Suzuki’s dealer network—bringing together, for the first time, partners from all three business divisions: Motorcycle, Automobile, and Marine. Designed as a full-day celebration of dealer contributions, the convention featured business sessions, recognition ceremonies, and heartfelt tributes to the people who have been instrumental in Suzuki’s five-decade journey in the Philippines.

The event was attended by top executives from Suzuki Motor Corporation (SMC), led by Mr. Toshihiro Suzuki, Representative Director and President of SMC Japan, and also paid tribute to the legacy of former SPH presidents Mr. Hitoshi Ota, Mr. Satoshi Uchida, Mr. Hiroshi Suzuki, and long-serving Filipino executives whose leadership helped shape Suzuki’s success in the country.

From L-R: Suzuki Philippines Incorporated’s Presidents, Koichiro Hirao (current), Hitoshi Ota (1995-2001), Satoshi Uchida (2008-2013) and Hiroshi Suzuki (2013-2019)

In his keynote speech, Mr. Toshihiro Suzuki conveyed his heartfelt gratitude to the Filipino people and to everyone who has played a part in Suzuki’s growth.

“I would like to express my heartfelt gratitude to the people of the Philippines, the government officials, dealers, suppliers and customers who have supported Suzuki Philippines Incorporated over the past 50 years. Demand for mobility in the Philippines is expected to continue to grow and is an important market for Suzuki. Suzuki aims for ‘an infrastructure mobility closely connected with people’s lives’, and is committed to providing attractive products in the Philippines.”

The event also marked a key moment for the brand with the official introduction of Suzuki’s new global tagline, “By Your Side,” reinforcing its long-term commitment to customer-focused mobility, powered by the strength of its dealer community.

Suzuki Matsuri 2025: A Cultural and Brand Showcase for the Filipino Public

 On June 14 and 15, the celebration extended to the public with Suzuki Matsuri 2025, held at the SM Mall of Asia Activity Center. Inspired by the Japanese tradition of “Matsuri” or festival, the event welcomed thousands of visitors into an immersive Suzuki Village, showcasing the company’s legacy, products and innovations in a vibrant, family-friendly atmosphere.

Opening the event, SPH President Mr. Koichiro Hirao welcomed guests with pride and deep appreciation:

“Fifty years ago, Suzuki began with a dream to serve the Filipino people. Today, Suzuki stands proudly by the side of every Filipino—on motorcycles, in cars, and even at sea.”

 “This festival celebrates not just our Japanese heritage, but our Filipino heart. Our success isn’t just ours—it belongs to our customers, employees, dealer partners, and the communities we serve. We are honored to be part of your lives.”

The Suzuki Matsuri exhibit was organized into three lifestyle-themed zones that showcased the brand’s diverse mobility solutions: the Adventure Zone featured thrill-ready models like the V-STROM 1050DE, V-STROM 800DE, V-STROM 250SX, Raider J Crossover,with Jimny 5 Door, a Polyboat with Marine’s DF2.5 engine and 2 Stealth 250s. The Sport Zone featured the Hayabusa, GSX-S1000GT, GSX-8R, Gixxer SF155, Raider R150 FI, the Jimny 3 Door, XL7 Hybrid and 2 DF350 HPs Marine engines. For the Urban Zone, Suzuki got the Avenis, Skydrive Sport, Burgman 400ABS, Burgman Street EX with the Dzire Hybrid.

At the heart of the Matsuri Village was the public preview of the Suzuki Fronx, the newest addition to Suzuki’s automotive lineup. Making its Philippine debut, the Fronx, a subcompact crossover, wowed the crowd with its modern design and youthful energy, signaling the company’s continued push toward lifestyle-oriented innovations.

From L-R: SPH Automobile Director and General Manager Norihide Takei, SMC Managing Officer, Executive General Manager for Automobile Marketing – Asia, Latin America and Oceania, Masafumi Harano, SPH Managing Director Norminio Mojica, SPH President Koichiro Hirao, SMC Managing Officer, Executive General Manager for Motorcycle Operations Takashi Ise, Managing Officer, Executive General Manager for Marine Operations, Shuichi Mishima.

One Suzuki Big Ride: Uniting the Rider Community

 A highlight of the second day was the One Suzuki Big Ride, which saw over 1,300 Suzuki riders from all walks of life take to the streets in a grand motorcade. The ride kicked-off at 10th Avenue in Caloocan and stretched through the length of EDSA, culminating at the SM Mall of Asia.This massive gathering was more than a show of Suzuki’s strong rider community—it was also a clear statement of the brand’s commitment to safe and responsible riding. Clad in proper safety gear and riding in formation, participants demonstrated the discipline and camaraderie that Suzuki promotes on the road.

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The event reinforced Suzuki’s role not only as a leader in motorcycle innovation but also as an advocate for rider education and safety awareness, highlighting that true riding enjoyment comes with responsibility – a reliable mobility partner on and beyond the road.

By Your Side, Then and Now

 Across all three days, Suzuki’s 50th Anniversary celebration stood as a testament to the brand’s steadfast mission: to be a trusted life companion for Filipinos—whether they’re commuting to work, navigating city streets, exploring the outdoors, or setting sail.From honoring dealers who helped build the foundation, to unveiling the future with new models like the Suzuki Fronx, Suzuki Philippines reaffirmed its position not just as a vehicle provider—but as a brand “By Your Side” at every turn, road and wave of life. As Suzuki embarks on the next 50 years, its commitment remains stronger than ever—to continue empowering mobility, enhancing lifestyles, and driving progress, side by side with every Filipino.

Suzuki Philippines Incorporated is a wholly-owned Japanese multinational firm highly recognized in the automotive industry. The company specializes in the manufacture and sale of motorcycles and the distribution of compact vehicles and outboard motors.

Suzuki has established its reputation worldwide for quality, versatility, and innovation, and has created a heritage of trust and reliability. www.suzuki.com.ph

credit: Suzuki Philippines