THE GOOD DRIVE
By Ron Delos Reyes
The biggest story before the end of 2024 was the announcement of talks between Honda and Nissan to merge in 2026. In an online press conference in late December, a historic pivot is seen for Japan’s auto industry that underlines the threat Chinese EV makers now pose to the world’s long dominant legacy car makers.
The tieup, reports say, would create the world’s third largest auto group after Toyota and Volkswagen. It would give the companies bigger opportunities and share resources in the midst of aggressive competition from Tesla and Chinese rivals such as BYD.
It was also reported that Mitsubishi Motors, in which Nissan is a top shareholder, would make a decision by end of January.
The merger of Honda, Japan’s second largest automaker, with Nissan, its number three, would be the biggest reshaping in the global auto industry since Fiat Chrysler Automobiles and PSA merged in 2021 to create Stellantis in a $52-billion dollar deal.
Honda’s CEO Toshihiro Mibe said “the rise of Chinese automakers and new players has changed the car industry quite a lot.” He also cited technological trends in electrification and autonomous driving.
It will be interesting to observe what happens in the coming months as far as the planned merger is concerned. But in the Philippines, we still see a strong performance of Honda, and Nissan which have introduced full electric car models and efficient hybrid models. Honda will retain its lead in motorcycle and e-scooter production, too. Mitsubishi, the number two car company in the country, will all the more strengthen its sales output.
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On a lighter note, you’re probably wondering how the car companies celebrated the Christmas season with media and their other stakeholders.
Foton, Chery and Link & Co set the tone for the thanksgiving get together as early as October by hosting the Mid Autumn Festival and dice game at Wack Wack Golf Club in Mandaluyong. They had the biggest attendees as dealers and bankers were also there to join the fun of playing the dice and collecting groceries as prizes. UAAGI chairman Rommel Sytin led executives in welcoming the guests.
Then Grab and Move It followed with a dinner at the 6th Floor Roof Deck in Makati City on November 26. Here, Grab announced some of their successes and its service improvements for the upcoming year such as the possible use of electric cars in their fleet. Grab country head Ronald Roda and Move It general manager Wayne Jacinto welcomed the guests after which exciting games followed.
On December 5, Mitsubishi Motors Philippines Corporation colored the night with a celebrity-look-alike party theme. Most of our colleagues eagerly participated with their costumes. Even MMPC president Ritsu Maeda dressed up as his celebrity look-a-like Coco Martin in an Ang Probinsyano-inspired police outfit.
Of course, an MMPC Christmas Thanksgiving party would not be complete without its traditional Bingo Game which offered valuable prizes.
BMW Philippines, meanwhile, partied the night away on the dance floor at the Studio Dance Club at Greenbelt 3 in Makati City December 9.
Event host France Castillo told this writer before the program that there would be no singing except for the chorale which rendered Cristmas carols. Asia Cars Corporation president Spencer Yu welcomed and thanked the guests and summarized BMWs car launches and the first Philippine Loop of BMW cars held in 2024.
Here, members of the media joyfully grooved to various music dance genres during the night. It was like marathon dancing for the fittest after which beer games and raffle followed.
Toyota Motor Philippines Corporation and Lexus Philippines hosted a media appreciation luncheon at the Peak of Grand Hyatt Manila. Chairman Alfred Ty and president Masando Hashimoto expressed their appreciation for a very good year and announced that the Next Generation Tamaraw will anchor their mobility thrust in 2025.
Toyota and Lexus will hold their bigger media thanksgiving later this month.
On December 12, Isuzu Philippines Corporation which has been holding costume parties from way back had a Jungle Safari- themed party at Okada Manila.
Almost all came with their Safari-inspired costumes, such as lions, ranger scouts, kangaroos, turkeys and hunters.
IPC president Tetsuya Fujita brought the house down with his singing of “Child of Mine” backed up by our singing colleagues Monch Henares and Neil Pagulayan.
IPC assistant division head for sales Robert Carlos also engaged the band with his “It’s My Life!” with IPCs Hermes Canon and another colleague Roy Robles.
Last and not the least, Ford Philippines held a special thanksgiving lunch for the media at the Dilingers 1903 Steak and Brew also in Makati City.
Newly-appointed Ford Philippines managing director, Pedro Simoes announced the opening for entries for their prestigious Henry Ford Motoring Journalism Awards and Ford’s big plans for 2025.
The Christmas season is not yet over as Honda, Hyundai and Astara Philippines, in addition to Toyota, will also hold their media thanksgiving this month.
