Toshiaki Maekawa


He puts emphasis on “Employee Satisfaction” in the same manner as “Customer Satisfaction” because he believes that only happy employees can make the customers feel happy.

  • Tri-Petch Isuzu Sales Co. Ltd.
  • 1088 Vibgavadi Rangsit Road, Chatuchak,
    Bangkok 10900, Thailand
  • +66 2 966 2111

Mr. Toshiaki Maekawa is the President of Tri Petch Isuzu Sales Co., Ltd. – – the sole distributor of Isuzu vehicles in Thailand as well as the distributor of Isuzu pickups and SUVs in Laos and Cambodia. Tri Petch Isuzu Sales is the joint venture between Mitsubishi Corporation (Japan) – the world’s renowned general trading company, and Isuzu Motor Limited (Japan), with more than 60 years of business success on an immaculate scale achieved in the Kingdom of Thailand. Isuzu has achieved a status which represents the highest confidence, customer affinity and pride of millions of Thai users – all are acquired from knowledge expertise and relentless determination to create cutting-edge innovation to deliver the latest automobile masterpieces from generations to generations made possible by the tireless efforts of all parties concerned in the company under the leadership of Mr. Toshiaki Maekawa. The Isuzu brand has firmly been established in Thailand as the “best value for money” with several millions of users in Thailand.

Mr. Toshiaki Maekawa was born on May 11, 1966. He is considered a very young Commander-in-Chief of such a big company like Tri Petch Isuzu Sales Co., Ltd. He was born in Kobe, Japan. But he grew up in Kyoto and studied there until high school where he graduated from the School Attached to Kyoto University of Education. He furthered his studies at the Faculty of Law, Waseda University in Tokyo and graduated in March 1990.

He, then, joined Mitsubishi Corporation in the Machinery Administration Department in April 1990. He was assigned to work in Thailand for 3 times during April 1997- August 2005, March 2011- March 2015 and March 2016 until today. During January 2008 – March 2015, he was assigned to work as the Managing Director & COO of Isuzu Automotive Europe GmbH Co., Ltd. in Frankfurt, Germany.

Mr. Toshiaki Maekawa has learned several inspiring life lessons from his father, who was an engineer devoting his entire life for his family. His father is very honest man with dignity and principle. He is calm with good attitude and great patience. Mr. Toshiaki Maekawa has always followed his father’s footsteps in both his personal and professional life.

Tri Petch Isuzu Sales Group has a wide coverage of automobile-related businesses. Mr. Toshiaki Maekawa is the President of Tri Petch Isuzu Sales Co., Ltd., the core company of Isuzu Group in Thailand and a member of the Board of Directors of 20 companies.

Tri Petch Isuzu Sales Co., Ltd. has been granted numerous accolades all through several decades. In 2016 alone, it received the following awards:

  • Thailand’s Most Admired Brand 2016 (1-ton Pickup) from BrandAge magazine
  • Thailand Top Company Award 2016 by Business Plus Magazine
  • 8 Car of the Year 2016 awards at The Bangkok International Motor Show
  • 7 Big Best Car of the Year 2015-2016 awards

At the beginning of this year, we have been informed that 2 prestige awards will be given to us in February–that is;

  • Thailand’s Most Admired Brand 2017 (1-ton Pickup) from BrandAge magazine
  • The Most Powerful Brand 2016 (1-ton Pickup) by Chulalongkorn University.

Put Yourself in Someone Else’s Shoes

Tri Petch Isuzu Sales is the core company of the Isuzu Group in Thailand with more than 750 employees. It distributes Isuzu vehicles throughout over 330 dealership network nationwide.

Tri Petch Isuzu Sales is recognized as the highly successful business model of how Mitsubishi Corporation and Isuzu conduct their global joint venture business operations. Owing to the excellent achievement over the past 60 years of the business operations in Thailand, Tri Petch Isuzu Sales has been authorized in 2016 by Isuzu Motors Ltd.(Japan) to oversee the Isuzu pickup and SUV distribution in Laos and Cambodia.

Mr. Toshiaki Maekawa has vast experiences in the Isuzu business both in Thailand and overseas. He has good command of the Thai language in addition to his fluent English as well as the in-depth knowledge of the Thai cultures and his excellent interpersonal skills, which enable him to directly communicate with all Thais without any language barrier and win their hearts – be it the customers, the journalists, the Isuzu dealers or the Isuzu Group employees.

As Tri Petch Isuzu Sales Co., Ltd. is considered one of the most important companies in Mitsubishi Corporation group, being chosen by the Mother Company to be the President of Tri Petch Isuzu Sales at the age of only 49 years is a rare case, which clearly reflects his unmatched ability and professionalism.

Even though he is the CEO, he is always open-minded and modest without a big ego. He always listens to others and put their useful opinions into practice. No matter how tense the situations are, he can stay calm and adjust himself to cope with them with outstanding flexibility. He believes in teamwork and encourages everyone to do what is right and beneficial to both the Isuzu Group and the society.

He is committed to making the Isuzu Group be the good corporate citizen of the Thai society because he thinks that the business entrepreneurs cannot take only the corporate profits into consideration but they also have to consider social contribution as one of the main policies to foster the customer’s trust and engagement to the brand for the sustainable growth in the future. The Isuzu business has been so successful during the past 6 decades up to now owing to the strong support of Thai people, so it is the duty of the Isuzu Group to contribute to the Thai society in return as he beliefs in the saying, “Unity is strength.”

As the world is now changing rapidly on an unprecedented scale, many things that everyone once thought impossible have become possible. Mr. Toshiaki Maekawa as a leader of Tri Petch Isuzu Sales, always takes the frequent policy changes into account in response to the changing business environment to effectively run the Group’s businesses. He has told all employees at the New Year’s gathering that his keyword for this year is “Flexibility”, which can be made possible by means of “effective communication” and “strong organizational capability”.

He puts emphasis on “Employee Satisfaction” in the same manner as “Customer Satisfaction” because he believes that only happy employees can make the customers feel happy.

Not only does 2017 mark the 60th anniversary of the Isuzu business in Thailand, it is also the threshold of the Group’s big leap to the next successful 60 years, and being the President of Tri Petch Isuzu Sales Co., Ltd. at the very young age is considered a rewarding experience for him.


  • Being a member of the pioneer team of Tri Petch Isuzu Leasing Co., Ltd., which is now the important financial arm of the Isuzu Group in the automotive hire purchase business.


  • Being a task force member in charge of the launch of the full-model-changed pickup called the “Isuzu D-Max” in Thailand for the first time in the world. Its domestic sales reached 1 million units within 7 years after the market introduction.


  • Being responsible for the “Isuzu D-Max” market penetration in Europe during 2008-2011, which has been successful up to now.


  • Being appointed the President of Tri Petch Isuzu Sales Co., Ltd. since March 2016.