FOR the fifth straight year since 2006, Mitsubishi Motors Philippines Corp. has continued to experience steady positive growth.

Despite last year’s challenges – the earthquake and tsunami that had hit Japan in the early part of 2011 and the massive flooding in Thailand that affected the auto industry’s supply chain a few months after – MMPC still registered a 1 percent growth as compared to 2010.

This translates to total sales of 32,603 units.

In hindsight, the Philippine automotive industry closed 2011 with a decline of 3 percent, registering sales of 165,056 units based on combined reports from Chamber of Automotive Manufacturers of the Philippines (Campi), Truck Manufacturers Association (TMA) and Association of Vehicle Importers and Distributors (Avid) members.


Growth drivers

Among MMPC’s drivers of growth are its light commercial vehicles. Last year, MMPC was able to top several segments, including the SUV segment wherein the combined sales of Montero Sport and Pajero reached 12,210 units.

MMPC also topped the double cab pickup segment as 4,216 units Strada units were sold, thus capturing as 27.7 percent share.

Overall, MMPC’s LCV share increased by 2.5 percent largely behind the excellent performance of the Strada, Montero Sport, ASX, Pajero, Adventure and L300 models while its Fuso trucks and buses increased by 12.7 percent.


20 percent share

With these figures, MMPC was able to capture 20-percent market share, making the company the second best performing automotive brand in the country.

For 2012, MMPC is optimistic that it will further improve its sales volume and market share as it is projecting a growth of 12 percent, as compared to its 2011 sales performance (36,500 units).

The positive outlook is attributed to MMPC’s scheduled model enhancements as well as new variant introduction of its existing line up.

“This year MMPC is geared not only on working at its best to achieve its projected sales volume but is also dedicated in improving its after sales and customer service,” said Hikosaburo Shibata, MMPC president and CEO.


More models, variants

For 2012, Shibata expects that MMPC will continue to bring in more vehicles that will respond to the need for a quality vehicle for every lifestyle and at the same time environment-friendly.

MMPC also expects to improve its passenger car sales with the introduction of its “Global Small Car” or the Mitsubishi Mirage, which made its debut in last year’s Tokyo Motorshow.

The Mirage is expected to easily gain market acceptance, considering its outstanding fuel economy and top of its class features.

“This integrates our commitment of providing utmost driving pleasure and safety to our valued custome4rs and our community. Likewise, MMPC will further work on the expansion of its dealership network to make quality vehicles and services available to every valued customer anywhere in the Philippines,” promised Shibata, who informed that the company is set to open an additional three outlets this year to bring its total number of 49 dealerships nationwide.


Similar development

MMPC expects to provide a similar market excitement that happened last year when it introduced an upgraded Montero Sport and Strada.

With the new variants now powered by Variable Geometry Turbocharged engine, MMPC instantly captured its target market and constributed on the company’s sales feat during the first quarter of 2011.

Both models continue to attract more and more customers not only because of its combined appeal and superb performance but also by the high value for money proposition it offers to customers (especially with added technology enhancements such as the multi-information and multi-media system equipped on some of its variants).

To date, MMPC has already sold a total of 33,515 units of Montero Sport since its introduction in 2008.

Aside from the upgrade3s of these bestsellers, MMPC also expanded its LCV line up by introducing L200 Single Cab pickup and cab chassis, which is targeted for fleet and business use.

A taxi version of the Adventure was also introduced and in no time, got approved approved and accredited by the Land Transportation and Franchising Regulatory Board as an alternative model for the existing vehicle fleet of taxi operators.