Jasvin Patheja is behind the wheel at Michelin Asia Pacific

My career started at Honda R&D in Japan,” Jasvin Patheja says—no small feat for a kid who grew up dreaming about racing sports cars. But even 12 years ago, when we were both roaming the halls of Thai Sikh International School, he’d already struck me as humble, determined, and laser-focused, setting record-high scores in his board exams. His streak continued at Kasetsart University, where he graduated top of his class and earned his Mechanical Engineering Degree (IUP). Here, he also displayed his technical prowess, building race cars as part of the Dongtaan Racing Team and winning Thailand’s Formula Student competition, eventually making it to Japan. While competing in Japan, he was noticed Honda’s leadership and, after acing multiple exams and interviews, became one of just two Thais selected for their international recruitment program. Following months of intensive Japanese lessons and rotations across every corner of the factory, Jasvin settled into R&D—working on and patenting three microcontroller-based handling technologies. Today, he’s back home and in the driver’s seat, steering strategy for a market of more than 300 million tires as Passenger Car Segment Marketing Manager for Michelin Asia Pacific. In a sit-down with Masala, Jasvin opens up about his lifelong passion for cars and the winding road that brought him here.

How did working for Honda and living in Japan for three years shape you personally and professionally?

That experience was quite profound. After joining Honda’s international program, I spent five months on intensive Japanese lessons, then rotated through every corner of the factory—assembly lines, chassis testing, quality control—before ever stepping into R&D. This full immersion really embedded the core Japanese work-culture values within me: discipline, respect, responsibility, and collective harmony. Being the only non-Japanese in the office, learning to speak, read, and write fluent Japanese was essential for me to contribute meaningfully, as communication within the company was exclusively in Japanese. That pressure pushed me to deliver my best every day. On a personal level, moving abroad right out of college taught me self-reliance. Managing unfamiliar systems and excelling in a difficult environment gave me the confidence to face any challenge that comes my way. Of course, I got homesick at times, but knowing I was working on my dream projects—developing handling technologies for the Civic, Accord, and CR-V—kept me motivated and balanced.

It’s been a year since you took on the role of Segment Marketing Manager for East Asia and Oceania. What challenges have you faced and how have you overcome them?

In my current role, I oversee the region's largest business, driving the strategic direction across product offerings, distribution, pricing, and consumer engagement. I collaborate closely with country teams to execute these plans, while steering the business on a monthly basis to ensure we achieve ambitious growth targets. Taking on this role as one of the youngest in Michelin’s history—overseeing 13 countries and a market that moves over 300 million tires—has been a steep climb. The past year brought volatility from tariffs, COVID-era supply-chain disruptions, raw-material price swings, and fluctuating currencies. Each country had its own hurdles, so my biggest challenge was keeping our teams aligned, motivated, and developing their skills even under stress. To navigate this, I had to put myself back in the shoes of someone managing operations in a country role, just like my early days, and make frequent check-ins a priority. At the same time, I pushed for new growth pockets beyond our core passenger-car business, whether that meant exploring digital-first retail partnerships or piloting tire-as-a-service models in select markets.

Last year, Michelin invested €300 million in Thailand to boost production and support the EV transition. How has that influenced your marketing strategy?

With five factories and more than 8,000 employees in Thailand, we’re the heartbeat of Michelin’s Asian operations. As EV adoption accelerates, drivers demand three things from their tires: longer life under high torque, quieter operation without engine noise, and improved energy efficiency for greater range. Michelin has been innovating in these areas for years.

Our regional strategy focuses on dealer and consumer education: we run workshops to explain EV-specific tire needs, share data on how rolling resistance affects range, and demonstrate noise-reduction benefits. In March 2025, we launched Primacy 5—our first tire explicitly designed to lead in mileage, rolling resistance, premium comfort drive, outstanding safety, and grip, which is also suitable for EVs.

Over four years with Michelin, what shifts in consumer preferences have you observed?

I have seen four major trends:

Safety: Customers now understand that tires are literally the only thing connecting vehicles to the road. They see good tires as life-saving technology, not just rubber rings.

Comfort: In busy cities with traffic jams and roadworks, drivers crave a smooth, quiet ride, treating their car as a personal retreat.

EV Suitability: With more EVs on the road, consumers expect tires that last longer, boost range, handle extra battery weight, and minimise tire noise to match a silent powertrain.

Value for Money: In a tight economy, ‘value’ means products that last longer and maintain performance, not simply the lowest price.

On a more personal note, what is the most fun car you’ve ever driven?

I’ve driven everything from supercars to classics, but three experiences stand out the most:

Formula 4 at The Bend Motorsport Park (Australia): A sub-600 kg, naturally aspirated race car that corners at over 1 g—nothing beats that raw connection to the track.

Porsche 911 997.2 GT3 RS: Tested on a Honda proving ground—its 4.0 L flat-six revving to 9,000 RPM and rear-wheel steering make it the most precise street-legal car I’ve driven.

Honda Integra DC2 Type R: Taking it through mountain passes in Japan—just like in the anime Initial D—with VTEC kicking in past 5,000 RPM was unforgettable.

What hobbies or routines do you keep up with outside of work?

Body: Tennis—my go-to workout.

Mind: Reading and enrolling in online courses.

Soul: Café visits, massages, family gatherings, and nature trips.

Bonus: Following F1 and MotoGP, occasional go-karting. I’m still

searching for a proper circuit near Bangkok.

How important is being a native Thai speaker to your current position?

Crucial. Speaking Thai lets me craft marketing campaigns that truly resonate, communicate smoothly with local dealers, and present confidently at events and in the media. Internally, it builds trust and collaboration with Thai colleagues. And regionally, switching between Thai, Japanese, and English helps me engage authentically with every market under my responsibility.