JOSE Maria Atienza assumes the presidency of the Chamber of Automotive Manufacturers of the Philippines Inc. (CAMPI) at a time when the industry is no longer defined solely by vehicle sales, but by how it responds to a broader mobility transition.
Atienza concurrently serves as senior vice president for marketing, new mobility, and vehicle logistics of Toyota Motor Philippines Inc., a role that places him at the center of both commercial strategy and long-term mobility planning.
His career has been built within the most crucial segment of the automotive sector—product planning, market development, logistics, and brand management – rather than advocacy alone.
That background informs how he views CAMPI’s role. The association represents 29 member companies accounting for about 95 percent of total vehicle sales in the country, but Atienza is clear that scale alone does not define relevance.
“I stand here today, very much honored to continue this journey with all of you. We build on what CAMPI has achieved, but we also prepare the association for what lies ahead,” he said in his acceptance speech at the Grand Hyatt Hotel on January 27.
Redefining CAMPI’s policy direction
Under Atienza’s leadership, CAMPI has articulated a vision focused on fostering mobility transition in the Philippines, on four strategic pillars—technology and innovation, vehicle and road safety, industry development, and sustainability.
The framework reflects a shift in how the industry sees itself – from a manufacturing-led sector to part of a wider mobility ecosystem shaped by electrification, digitalization, and changing consumer behavior.
On technology and innovation, Atienza acknowledged that electrification is already influencing investment decisions, but cautioned against viewing the transition too narrowly.
“The automotive industry is evolving into a broader mobility ecosystem, and we need to be ready for that transformation,” he said, citing the Philippine International Motor Show as a key platform in this transition, as a venue for familiarizing consumers and policymakers with emerging mobility technologies.
Regulatory alignment and road safety priorities
The new CAMPI head placed clear emphasis on regulation and safety as non-negotiable foundations. CAMPI, he said, will continue to support the implementation of the Philippines’ commitments under the World Forum on Harmonization of Vehicle Regulations (WP29), and to push for the ratification of the ASEAN Mutual Recognition Arrangement on Type Approval for Automotive Products.
“The adoption of international standards is more of an issue of safety. It is not simply about facilitating trade or easing processes,” he said, recalling CAMPI’s recent participation in an e-commerce memorandum of understanding with the Intellectual Property Office of the Philippines as part of its anti-counterfeit program, which the association views primarily as a public safety measure.
CAMPI is also preparing to formalize a partnership with the Department of Transportation to support the Philippine Road Safety Action Plan for 2023 to 2028.
Manufacturing, skills, and workforce continuity
Atienza has identified industry development as a critical pressure point, particularly for local manufacturing, citing government programs such as the Comprehensive Automotive Resurgence Strategy, the Revitalizing the Automotive Industry for Competitiveness Enhancement program, and the Electric Vehicle Incentive Strategy as essential to stabilizing and growing the sector.
“These programs are important not only for recovery, but for long-term competitiveness,” he said, noting that CAMPI will continue to advocate for policy consistency and effective implementation.
Human capital development remains a priority, with CAMPI backing the Technical Education and Skills Development Authority through the CAMPI Experts Panel, which assists in setting training regulations and competency standards.
CAMPI also pointed to early-stage efforts to support the Department of Education’s industrial arts technical-vocational track, extending skills development to the secondary level.
Sustainability and the mobility transition
On sustainability, Atienza said that CAMPI will continue to advocate for a multi-pathway approach toward carbon neutrality, guided by technology neutrality, including continued research and policy engagement on carbon-neutral fuels, renewable energy integration, and circular economy practices within the automotive value chain.
“Our position is to keep the transition balanced and inclusive. Different technologies will play different roles, and policy should recognize that,” he said.
Through CAMPI’s international networks, Atienza plans to bring global best practices into local policy discussions, ensuring that Philippine conditions remain a priority in the decision-making.
Throughout his address, Atienza returned to the importance of partnership—within the industry, and between the private sector and government. Sustaining existing collaborations and forging new ones, he said, will define CAMPI’s value as a stakeholder in policy formulation and mobility planning.
