Trimech Isuzu Sales has appointed Hiroyasu Sato as the new managing director, succeeding Takashi Hata, effective late March 2026.
On 5 Feb 2026, reporters reported that Trimech Isuzu Sales Co., Ltd., the distributor of Isuzu vehicles in Thailand and small Isuzu trucks in Laos and Cambodia, including after-sales services and parts, announced the appointment of Mr. Hiroyasu Sato as the new managing director, succeeding Mr. Takashi Hata. The new managing director will take office in late March 2026.
Mr. Hiroyasu Sato began his career at Mitsubishi Corporation (Japan), the parent company of Trimech Isuzu Sales, in April 1993 after graduating from the Faculty of Economics at Keio University in Tokyo, Japan. His work experience includes:
April 1993: Automotive Business Division, Mitsubishi Corporation (Japan).
July 2006: Sales Manager, Trimech Isuzu Sales Co., Ltd.
March 2012: Head of the Isuzu Department for Europe, Middle East, America, and Oceania (America team), Isuzu Business Division, Mitsubishi Corporation (Japan).
August 2013: Deputy Managing Director, Jiangxi Isuzu Motors Co., Ltd. (China).
February 2016: Deputy Managing Director, Trimech Isuzu Sales Co., Ltd.
December 2017: General Manager, Isuzu Department for Europe, Middle East, America, and Oceania, Isuzu Business Division, Mitsubishi Corporation (Japan).
April 2019: Managing Director, Isuzu UTE Australia Pty Ltd.
April 2023: Managing Director, Mitsubishi (Thailand) Co., Ltd. and Thai-MC Co., Ltd.
March 2026: Managing Director, Trimech Isuzu Sales Co., Ltd.
With a long tenure in Thailand across three terms, combined with experience working in various countries, Mr. Hiroyasu Sato is well prepared to take on the critical role of managing director at Trimech Isuzu Sales Co., Ltd.
Mr. Hiroyasu Sato will drive Isuzu’s business and the Trimech Group to stable and sustainable growth, aiming for even greater success from 2026 onward.
Mr. Takashi Hata served as managing director of Trimech Isuzu Sales Co., Ltd. from February 2022 to March 2026, a crucial period of transition for the automotive industry amid a slowing global and Thai economy, high household debt levels, and tighter lending by financial institutions.
During his tenure, Mr. Takashi Hata strengthened the Isuzu brand to prepare for rapidly changing conditions and to firmly maintain market leadership in commercial vehicles.
Notable policies included declaring and leading Isuzu’s business in Thailand toward carbon neutrality through diverse solutions (Multi-pathways to Carbon Neutrality), covering products, new clean energy development, management systems, and various environmental activities.
He also addressed diverse customer needs to maximize efficiency and benefits for vehicle users while delivering sustainable satisfaction in moving toward a carbon-neutral society. The Isuzu Trusted Buddy concept was introduced to clearly differentiate the Isuzu brand by elevating it as a brand that Thai customers have trusted for a long time.
Isuzu also aims to be a highly valued brand in Thai society by producing high-quality products that meet Japanese standards and are truly suited to practical use, along with providing highly effective after-sales service. Building long-term relationships with users by promoting efficient and cost-effective vehicle use, Isuzu remains committed to creating social value.
Beyond being a responsible Thai corporate citizen and supporting Thai society through various CSR activities, Isuzu has a clear approach to growing together with Thailand, such as producing vehicles with a high proportion of local content—over 90% in pickup trucks.
Strengthening the Trimech Group as a leading automotive business both domestically and internationally for over 69 years, laying foundations for future growth through expanding investments in various new business and technology projects to drive sustainable organizational growth.
Mr. Takashi Hata will complete his tenure in Thailand and return to Japan in late March 2026.