Boon Siew Honda welcomes Kunitomo Asano as new CEO

KUALA LUMPUR: Mr. Kunitomo Asano is the new Managing Director and Chief Executive Officer of Boon Siew Honda Malaysia, effective from April 1, 2025. He succeeded Mr. Mitsuharu Funase, who will now handle the role of General Manager of the Motorcycle Race Division at Honda Racing Corporation. 

Mr. Asano has a 20-year-long career in the motorcycle industry, 10 years in Japan, and another 10 years in international markets, including Thailand, India, and Malaysia. Over these years, he has gained wide experience in product planning, export business, and market strategy across diverse regions.

He was previously serving as Chief Sales and Marketing Officer at Boon Siew Honda. During his tenure as CSMO, Mr. Asano played a key role in growing and stabilizing the company’s sales and strengthening the overall operational efficiency. His efforts were significant in positioning Boon Siew Honda for long-term success. 

Under his leadership, the company successfully undertook the following endeavours -

• Launched exciting new models
• Expanded its network with the opening of new BigWing dealerships
• Rolled out strategic test ride campaigns, enabling potential customers to experience the new Honda motorcycles firsthand, helping them connect with the brand

As Mr. Asano has worked in international markets, he understands both global trends and local market dynamics very well. Here in Malaysia, his journey began with Honda, where he first developed a strong connection with the country. 

His studies in Urdu and Chinese have unexpectedly proved valuable in Malaysia, as it allows him to connect more deeply with the local culture. These experiences positioned him well as CEO to drive Boon Siew Honda’s continued growth.

Mr. Asano’s vision for Honda Malaysia

Looking at Mr. Asano’s vision for Honda Malaysia as CEO, he is committed to further strengthening the brand’s presence in Malaysia. His focus includes:

• Driving continuous product innovation and enhancing customer experiences
• Improving service networks across the nation
• Enhancing rider safety and addressing traffic-related challenges through advanced safety technologies and educational initiatives 

Overall, his strategy aims to make Boon Siew Honda a more competitive and customer-focused brand in the Malaysian automotive arena.

Also read: 2025 Honda X-ADV up for grabs in Malaysia; check key highlights