Tsikot Portal Categories: Philippine Auto News
Mitsubishi Motors Philippines Inc. has managed to claw back to the number two spot in the local automotive industry after being relegated to the fourth by the other Japanese carmakers in 2006 and 2007.
Its sales feat becomes more spectacular as its mother company in Tokyo has been battling $1.3 billion in losses and has to lay off 1,100 contractual workers.
Mitsubishi officials said the local outfit remained in the black after cutting its workforce by 76 percent—from 3,000 to 700— since 2003, but declined to release estimates until the official figures were out.
As of Nov. 30, Mitsubishi has sold 15,984 units for a 19.6-percent annual growth, capturing 14 percent of the local market. Toyota remained on top with sales of 41,997 units for an 8-percent growth rate and a 33-percent market share, according to figures from the Car Manufacturers of the Philippines Inc. Former no. 2 Honda slid to third with sales of 13,557 units. Korean car maker Hyundai Automotive Resources Inc. surprised the competition with its climb to fourth on sales of 9,502 units. Isuzu rounded out the top five with sales of 9,129 units, bannered by its Alterra luxury SUV.
“Mitsubishi has always been a strong contender in the Philippine automotive industry given its strong lineup and extensive dealership network,” said Froilan Dytianquin, assistant vice president for marketing services.
“Unfortunately, we lost our no. 2 position in 2006 and 2007 to Honda Cars following the launching of the Honda Civic and CRV and because of our absence in the small passenger car segment.”
Mitsubishi made up for its absence in the sub-compact category by aggressively pushing the Strada pick-up, Adventure (Asian utility vehicle) and L300 van, which appealed to migrant workers and small entrepreneurs, Dytianquin said.
The company also recently beefed up its marketing force with 15 young and aggressive salesmen and focused on saleable auto models, Dytianquin said.
Mitsubishi’s cash cow is the Strada pick-up, which had November sales of 2,400 units. Known as the double cab pick-up, the Strada clicks in the local market because of its multi-tasking role for off-road or city use.
Also because of their flexibility, the Adventure AUV and the L300 FB Versa Van variants are consistent best sellers, with sales hitting 4,700 units and 3,850 units, respectively, Dytianquin said.
The recently launched Montero Sport SUV and Lancer variants are making Mitsubishi more upbeat for next year even as the waiting list for these units is getting longer. Both the Montero Sport and Lancer are imported and made in Mitsubishi’s Thailand plant and Okasaki plant in Japan, respectively.
Because of the relatively small market here in the Philippines, the local Mitsubishi’s allocation is a trickle, according to Arlan Reyes, Mitsubishi promotions manager. Europe and North American are priority markets for the Lancer and Montero.
The allocated 50 units per month are spread thin among Mitsubishi’s 11 dealerships in Metro Manila, which are controlled by Union Motors, Citimotors and Diamond Motors.
“Waiting for the new Lancer for a provincial dealer is like waiting for rain in the desert,” Reyes said.
Mitsubishi’s super car, the Lancer Evolution X, will be launched in February, even as a number of units have already been brought in through the gray market. A buyer might purchase an Evolution X for P3 million from a gray market dealer, while the “legal” unit from Mitsubishi Motors cost P3.3 million, Reyes said.
Touted as the most technologically advanced model of the Mitsubishi Evolution series, the Evolution X faces competition from Subaru Impreza STi, which was locally rolled out in October.
By Dino Ray Directo III, Manila Standard Today
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