Mitsubishi gears up to retake mid-sized segment

TOKYO, Japan – Mitsubishi Motors Philippines Corp. (MMPC) hopes to retake the top spot in the mid-sized sports utility vehicle (SUV) market in the Philippines next year.

MMPC first vice president Yosuke Nishi is confident of grabbing the leadership in the mid-sized SUV segment next year as it continues to recover from the negative perception from the alleged sudden unintended acceleration (SUA) incidents involving its Montero model.

“Next year, we want to be number one again,” Nishi said.

MMPC, he explained, dominated the segment from 2008 to 2012 but was overtaken by Toyota Motor Philippines Corp. (TMPC) with its Fortuner model.

The sale of the Montero that was introduced in 2008 spiraled down due to the reported SUA incidents but is now recovering slowly.

“We want to explain to our customers the Montero is always safe with the new upgrades in the transmission and other safety features,” he added.

According to him, MMPC was only selling half of the projected 2,000 units per month of the all-new 2016 Montero.

Hopefully, he said the sales volume would pick up to 1,500 units per month.

In the first five months, MMPC sold 3,400 units of the 2016 Montero and 2,200 units of old Montero models.

Osamu Masuko, chair and CEO of Mitsubishi Motors Corp. (MMC), earlier said UK-based Horiba Mira is now wrapping up its third party investigation on SUA incidents involving Montero models in the Philippines.

Masuko pointed out the results of the investigation by the end of July would help pinpoint why SUA is happening in the Philippines and not in other countries.

MMPC president Yoshiaki Kato explained the investigation being conducted by the British company is parallel with the own inquiry of the Department of Trade and Industry (DTI).

According to Kato, sales of the all-new Mitsubishi Montero were not hitting targets when the new model was launched in January.

MMPC is also looking at launching the new Outlander next year and is studying the viability of bringing the plug-in hybrid version to the Philippines.

MMC is set to transform the Philippines as the manufacturing and export hub for the small car passenger Mirage and the next generation L300 commercial vehicles in Southeast Asia.

This was announced by Masuko as MMPC is set to assemble and eventually export Mirage cars and L300 vehicles from its plant in Sta. Rosa, Laguna.

“It would be good if we can export from Philippines. Partially, I think it’s being exported partially, we want to officially be able to export from Philippines. After Mirage will be next-gen L300 and Adventure,” he said.