50 years of Suzuki in the Philippines
Suzuki Philippines Incorporated (SPH) recently culminated its 50th Anniversary in the Philippines celebration with a landmark 3-day event at the SM Mall of Asia. The festivities, held between June 13 to 15 2025, united Suzuki’s extensive network of dealers, loyal customers, employees, and partners under a grand showcase of heritage, innovation, and unity. The milestone also marked the introduction of Suzuki’s new global brand promise: “By Your Side”.
Beginning in the Philippines in 1975 as a motorcycle manufacturer, SPH has evolved into the country’s sole integrated brand, offering motorcycles, automobiles, as well as marine engines. Its expansive reach now includes over 5,000 motorcycle outlets, 80 automobile dealerships, and 22 marine branches across the archipelago.
Norminio Mojica, Managing Director and top Filipino executive of SPH, emphasized the collective effort behind their success. “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,” said Mojica.
The celebration commenced with the One Suzuki Dealer Convention on June 13 at the Conrad Hotel Manila. This unprecedented event gathered partners from all three business divisions for a day of recognition and tribute to their contributions. Top executives from Suzuki Motor Corporation (SMC), including President Toshihiro Suzuki, attended the convention, where he conveyed his deep gratitude to the Filipino people for their support and highlighted the Philippines’ importance as a market. The new global tagline, “By Your Side” was officially introduced, underscoring Suzuki’s commitment to customer-focused mobility.
The festivities opened to the public on June 14 and 15, with the Suzuki Matsuri 2025 at the SM Mall of Asia Activity Center. Inspired by Japanese festival traditions, the ‘Suzuki Village’ offered an immersive experience showcasing the company’s legacy, diverse products, and innovations.
SPH President Koichiro Hirao expressed his appreciation, noting, “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.”
The event featured lifestyle-themed zones displaying Suzuki’s range, from adventure bikes to urban commuters, and marked the public preview of the new subcompact crossover, the Suzuki Fronx.
A major highlight of the second day was the One Suzuki Big Ride, seeing an estimated 1,300 Suzuki riders participate in a grand motorcade from Caloocan City (dubbed as the ‘Motorcycle Capital of the Philippines’) through EDSA, and then culminating at SM Mall of Asia. This demonstration of community also reinforced Suzuki’s advocacy for safe and responsible riding.
Across all three days, Suzuki’s 50th Anniversary stood as an enduring testament to its mission: to be a trusted life companion for Filipinos. As Suzuki embarks on its next half-century, it reaffirms its dedication to empowering mobility and enhancing lifestyles, remaining “By Your Side” at every turn.
