The First ‘Leading Lady’ of Honda Vietnam

Honda Vietnam has announced that Ms. Sayaka Hattori will take over as the new General Director, replacing Mr. Koji Sugita effective April 1st. Mr. Sugita has held the position for two years, from April 1, 2023, to March 31, 2025.

Prior to taking on the role of General Director at Honda Vietnam, Ms. Hattori served as the President of Honda Philippines for two years.

The new “female general” of Honda Vietnam was born in 1975 and joined Honda Motor Japan in April 1999 as a human resources staff member, supporting HR operations.

Ms. Hattori has held various positions at Honda Motor Japan and joined Honda Motor Investment Co., Ltd. in China in 2013. She served as a Director of the company from June 2018 to February 2019.

She returned to Japan in March 2019 and took on the role of Director of Sales Division 2, overseeing motorcycle business operations at Honda Motor Japan. Subsequently, she spent two years in Honda Philippines before being appointed as the General Director of Honda Vietnam from April onwards.

In Vietnam, Honda is the leading motorcycle brand in terms of market share. Last year, Honda’s two-wheeler sales exceeded 2.1 million units, a 2.8% growth compared to the same period in 2023.

According to data provided by the Vietnam Automobile Manufacturers Association (VAMM), Honda accounted for approximately 80.9% of the market share in 2024.

In the automobile segment, Honda sold 28,267 vehicles in Vietnam in 2024, a 19% increase. The Honda City remains their best-selling model, with sales of 10,500 units.

Honda has been actively promoting electrification in Vietnam. At the Vietnam Motor Show (VMS) in October last year, Honda introduced the hybrid Honda Civic, along with two electric motorcycle models: the ICON e: and CUV e:.

In early 2025, Honda announced the successful production of the first ICON e: electric motorcycles, ready for the Vietnamese market. The company is also preparing to launch a hybrid version of the Honda HR-V, offering another electrified option for Vietnamese customers.

With the appointment of a new leader who has extensive experience in the motorcycle market, two-wheelers, and especially electric vehicles, are expected to be a key focus for Honda in Vietnam in the coming years.

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