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July 11, 2021

Mitsubishi Motors PH Wants To Make Itself More Appealing To Filipinos

Despite commanding a solid 15 percent market share in the automotive market, Mitsubishi Motors Philippines Corporation or MMPC aims to grow that in the next few years. This was shared by the brand as they held their official turnover ceremony to welcome their new President and CEO Takeshi Hara.

The Japanese brand expressed excitement at the two all-new models designed to express “Mitsubishi-ness.” These models, first confirmed in the company’s FY2021 investors report is now confirmed to be headed to the Philippines to join the likes of the Strada, Xpander, Montero Sport, and Mirage.

For its part, MMPC will set the stage for the arrival of these two all-new models by emphasizing a “Customer Oriented Operation” under the leadership of Hara-san. He said:
As MMPC’s new President and CEO, I aim to develop and execute programs that revolve around customer experience. My colleagues and I will do our best to bring the Mitsubishi Motors brand closer to the heart of the Filipinos. Similar to our products that are designed to cater to various lifestyles and life stages, we will use each moment as an inspiration to provide more value to our offerings and further improve our service. We will forge brand partnerships that will align us better with Filipino interest and considerations. We will strengthen brand love by supporting all thing that matter to our valued customers.

My goal is to realize “Customer Oriented Operation” through customer satisfaction, customer journey, and how to increase our loyal customers. That is the key and only key for future success. My motto is “Where there’s a will, there’s a way.” I would like to create new ways that are appealing to our valued customers.
Although Hara-san didn’t explicitly say so, he could very well be referring to the return of the performance Ralliart brand after a 11-year hiatus. After all, Mitsubishi has already confirmed that two new models will gain the Ralliart badge which gift it, “driving and durability for the adventurous spirit, and comfortable performance in a functional yet pleasing interior.”

Hara-san takes over from Mutsuhiro Oshikiri who led MMPC for the past four years. Throughout Oshikiri-san’s term, MMPC implemented structural reforms to strengthen their operations. One such example is how the typically conservative Japanese carmaker has successfully leveraged digital medium, and social media to increase their brand awareness during the height of the pandemic. These programs are set to continue under Hara-san.

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