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 New Mitsubishi CEO |
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NEWS ROAD TESTS |
New Mitsubishi CEO |
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 2006 Mitsubishi 380 ES (series 2) |
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27th April, 2006 New CEO Robert McEniry today outlined his strategy to grow the Mitsubishi Motors brand in Australia. The focus of the plan is to build the Mitsubishi Motors company into the best automotive sales and marketing operation in the country, by repositioning the model range, strengthening its sales and marketing capability, and launching a raft of new products through 2006 and beyond. "Mitsubishi has a very good eight model range in Australia, and in an exciting year for the company, this product line-up will be significantly refreshed over the balance of the year with the release of an all-new Triton one-tonne utility, an all-new Outlander compact Sports Utility Vehicle, and a new Pajero 4WD wagon. Rounding out our new product offerings this year will be the introduction of two new sporty, image models to extend the Colt stable - the Colt Ralliart and the Colt cabriolet, the introduction of a manual transmission variant of Colt, and the introduction of a new Grandis model. "We have also conducted a complete review of the Company's pricing strategy, and have re-positioned prices of most models to levels that represent great value propositions for consumers. Mitsubishi has always been known as a marque that produces well engineered cars in virtually every market segment, and as from today it will also be known as a marque that delivers the best value-for-money package in every market segment in which it competes," Mr McEniry said. Lancer sedan has been selling exceptionally well in the extremely competitive small car category, but the revised price for the Lancer ES should make it even more attractive. Similarly, Outlander is a well equipped, great handling compact SUV and its new price point is designed to stimulate its sales in this competitive environment. The manual transmission Colt will complete the range repositioning when it is launched later in the year. Mr McEniry also announced a revised model range for the Mitsubishi 380 which is being called 'Series 2'. The 380 range now comprises a new entry model with the designation 380 ES, a new entry level sports sedan called the 380 SX, consolidation of the luxury models into a single 380 LX, with retention of the sports 380 VRX and signature model 380 GT. As part of the new marketing strategy, Mitsubishi has this month launched a new merchandising programme under the banner of "It's a revolution". The programme commences with an end of financial year "Race In" campaign and will be followed by a series of retail, product and corporate campaigns that will build creditability and desirability in the brand. "Added to all of that is the superior value-for-money story brought about by a complete overhaul of our pricing strategy, the introduction of 380 'Series 2' with its two new models, and industry-leading 5 years/130,000 kms bumper-to-bumper, and 10 years/160,000 kms non-transferable drivetrain warranty. "It certainly makes a compelling case to buy Mitsubishi, and I want to make sure that every consumer that has done business with us walks away thinking 'I couldn't have bought a better car'," Mr McEniry concluded.
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