Kunitomo Asano named new Managing Director and CEO at Boon Siew Honda

Boon Siew Honda has announced the appointment of Kunitomo Asano as its new Managing Director and Chief Executive Officer, effective April 1, 2025.

Asano will succeed Mitsuharu Funase, who has been appointed Managing Director of the Motorcycle Racing Division at Honda Racing Corporation.

Asano, who previously served as the Chief Sales and Marketing Officer at Boon Siew Honda, possesses over 20 years of experience in the motorcycle industry, including 10 years in Japan and 10 years in international markets such as Thailand, India, and Malaysia.

His deep understanding of global trends and local market dynamics positions him well to drive Boon Siew Honda’s continued growth.

His career with Honda began with an assignment in Malaysia, after which he became involved in product planning, export business, and marketing strategies across multiple regions.

During his tenure, Asano played a vital role in stabilising and increasing sales while strengthening operational efficiency.

Under his leadership, Boon Siew Honda successfully introduced new motorcycle models, expanded the BigWing dealer network, and launched strategic test ride campaigns.

As the new CEO, Asano is committed to further enhancing Honda’s brand presence in Malaysia. He also aims to improve customer experience, enhance the service network, and drive continuous product innovation.

In addition, he places great emphasis on rider safety, addressing traffic-related challenges through advanced safety technologies and educational initiatives.