The appointment was made without a pitch and the Japanese bike manufacturer is looking to jumpstart its marketing and advertising activities in the country to reinforce its position as the market leader for the category, according to Cookie Bartolome, MD of Carat Philippines.
The two-wheeler is fast gaining popularity as a cheap and efficient form of transportation in the country and brands including Honda, Kawasaki, Yamaha and Suzuki currently dominate the market.
Although sales is growing at a rate of eight per cent annually, the Filipino bike industry still trails countries such as Indonesia and Thailand, where growth doubles every three years.
Demand for motorcycles in the Philippines currently stand between 600,000-700,000 each year compared to 5 million units being sold in Indonesia annually.
