New Chief at Honda Malaysia

Honda Malaysia has announced that Toichi Ishiyama will be succeeding Katsuto Hayashi as its Managing Director and Chief Executive Officer, starting 1 November. Ishiyama is currently the President and Chief Executive Officer of Honda Atlas Cars (Pakistan) Limited.


Ishiyama, age 48,has an illustrious career at Honda spanning 25 years in various roles in Japan, USA, Thailand, China and Pakistan. During his assignments in Thailand and China, Ishiyama delved deep into understanding local markets in relation to automobile. With more than 20 years of experience in researching markets and product planning, His forte is an advantage towards ensuring that Honda Malaysia continues its strong momentum as the No.1 non-National vehicle brand and No.2 in overall Total Industry Volume (TIV).

Ishiyama has indicated that he will continue to focus on total excellence in products and customer experience to emphasise the Joy of Buying for Malaysians. He believes the strategy put in place by Hayashi will see Honda Malaysia through to another achievement year, reaching the target of 100,000 units in sales for this year.

During his tenure in Malaysia, Hayashi successfully strengthened Honda Malaysia’s
position as the number one in non-National segment and no.2 in TIV and in the process, also attained top position in terms of market share among Honda automobile operations worldwide in past months. The company achieved the highest local market share in history in March 2017, at 20.5%. Honda Malaysia recorded 100,000 sales units in the fiscal year of April 2016 to March 2017 as well celebrated its historical 600,000th production unit under the former CEO’s tenure.

Preparing Honda Malaysia for the next growth phase,Hayashi strategically switched focus to offer more advanced technology to customers. Under the theme of Next Generation Advanced Technology, turbocharged engine was introduced last year. Hayashi received accolades for the success of the Civic with turbocharged engine variant as an option for the locals. Other achievements during Hayashi’s term include the launch of Sport Hybrid i-DCD models, Jazz and City hybrids, the new -generation CR-V with Honda SENSING. The Jazz and City hybrid models make Malaysia the only country outside of Japan to introduce the environmental friendly powertrain. In the pipeline, Honda Malaysia is planning to introduce the Civic Type R 2.0l VTEC turbo. Hayashi’s term has yielded five new models and a total of four new dealerships in the country, which works out to a total of 90 Honda dealers nationwide.

Hayashi will next assume the role of General Manager, Overseas Operation Division (Americas), Regional Operation (North America) in Honda Motor Co., Ltd. in Japan.

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