Mitsubishi Australia is set for a significant strategic shift, in response to the company’s recent drop in sales and market share here.
Oshikiri-san cited a lingering ‘manufacturer mindset’, dating back to the 2008 end-of-local production (of the 380) as a key reason for the company’s slide to a 5.4 percent local market share.
He plans to return the company to an eight percent share of sales - a figure not reached in nearly a decade - by putting a greater focus on marketing, dealers, and customers.
Also key to these ambitions will be a brace of new models launched over the next two years.
Oshikiri-san also acknowledged the need for Mitsubishi to join other manufacturers in offering low-interest finance deals, but added that a zero-percent offering (as with selected current Honda and Renault models) is not likely.
In the short term, the newly updated ASX and Lancer ranges will likely give a boost to Mitsubishi showrooms, as will the expected new models.
The Lancer has got a task ahead if its to grow in its segment before the all-new model arrives; the relative age of its basic design will likely disadvantage it in the ultra-competitive small car segment.
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