Mitsubishi Motors began a new chapter at the Tokyo Motor Show this week, launching its latest products together with a new brand strategy, a new global tagline and its world-wide ‘Drive for Growth’ initiative, a three-year strategic plan for sustained and profitable growth, targeting an increase of more than 30% in annual unit sales to 1.3 million vehicles worldwide.
- New brand strategy under the new “Drive your Ambition” global tagline
- 3-year growth plan includes product renewal to accelerate sales
Mitsubishi Motors Corporation (MMC) launched its new “Drive your Ambition” global tagline, a strategy that reflects an adventurous and progressive mind-set for inspirational design and product, at this week’s 45th Tokyo Motor Show.
The new “Drive your Ambition” drive embraces the Drive for Growth initiative that includes the South African market where the highly acclaimed all-new Pajero Sport has just been launched, following in the tracks of the all-new Mitsubishi Triton that made its local debut earlier in 2017.
“Drive for Growth is the first public indication from the Renault-Nissan-Mitsubishi Alliance to position Mitsubishi Motors world-wide to achieve growth, savings and profitability,” says Nic Campbell, General Manager of Mitsubishi Motors South Africa (MMSA).
“This holds many positive spin-offs for the Brand in South Africa where Mitsubishi has an exceptionally high loyal following,” he says, adding that the new Pajero Sport will soon become a serious contender in the large and luxurious family Sport Utility (SUV) segment, similar to the popularity and sales successes in the markets where it is sold.
Mitsubishi Motors in Japan announced its plans to strengthen its utility vehicle line-up by means of an accelerated product renewal drive and new-model launches. The Japanese company will refresh its line-up with no less than 11 new-model launches over the next three years, including the Eclipse Cross compact crossover which will also debut in Europe and the USA.
With its accelerated product renewal drive, Mitsubishi Motors plans to expand its worldwide annual sales volume to 1.3 million vehicles by 2020 from the 926 000 vehicles sold up to the end of March 2017. Under the new plan, Mitsubishi Motors also targets a significant increase in market share in Southern Africa, one of the regional markets where it enjoys a strong foothold since the early 1990s.
“We are refreshing our product lineup, investing in research and development and targeting core market growth,” Mitsubishi Motors in Japan said in its press statement. “The Drive for Growth will enable us to continue the transformation of the company over the next three years.”
As far as the local market is concerned, this will lead to various model renewals and new models, with the new Mitsubishi Eclipse Cross unveiled at the Geneva Motor Show in March this year most probably making its local debut as soon as 2018.
“The all-new Pajero Sport offers outstanding value for money, especially in the 4WD segment, but so do all our SUVs. From the entry-level ASX crossover SUV which comes standard with seven airbags, to the top-of-the range Pajero Exceed, as well as the all-new Triton double cab range, all our vehicles offer a high-standard specification level, which is all included in the retail price,” says Campbell.
“In return, this increases the value proposition of the Mitsubishi product offering – something particularly needed when tough market conditions force customers to carefully consider their purchase options.”
Campbell adds that there are many new developments at the Renault-Nissan-Mitsubishi Alliance which certainly will result in exciting new Mitsubishi product offerings with outstanding value propositions for customers, as well as a bigger choice to select a particular SUV or luxury double cab bakkie when it comes to address their family lifestyle activities and needs.