Mitsubishi boss puts localisation on the agenda

Mitsubishi's incoming President and CEO Masahiko Takahashi has vowed to better align the company's products with local tastes, needs and wants.

Speaking in Melbourne yesterday, Takahashi told the Carsales Network he plans to "fine tune" Mitsubishi's global line-up to better suit local consumers. This is a process that will positively affect both existing and new-to-the-market models, he says.

"As we are sitting in the auto industry, product has to be the first priority... I plan to expand the range of our product offering [in Australia] but at the same time, more importantly, I plan to fine tune the product we already have in the marketplace to better suit Australian consumers needs," Takahashi told the Carsales Network.

"This is not just our issue, but these days the product sold in Australia is a global product. Therefore it may fit in Europe or America, but the particular Australian motoring lifestyle is not 100 per cent reflected in the product."

Takahasahi-san offered the Triton as an example. In its latest facelift the vehicle has received a towing capacity upgrade. MMAL has also rolled out stability control to a number of models within the one-tonne LCV's range.

"Australia is the most heavily towing [oriented auto] culture. In Japan nothing; in US and Europe probably yes; but not as heavily in Australia. What I have worked on [therefore] is improving the towing capacity of Triton. This is [quite] a bit of engineering work, but we asked MMC engineers to visit Australia and we took them to a caravan park, boat ramp to allow them to see towing culture in Australia."

"The other example is stability control. We were clearly aware of the surging interest in Australia car industry about stability control; we clearly conveyed that need to our development side, they understood this and they developed this [for Triton] particularly for the Australian market."

According to Takahashi, Outlander may benefit from the same sort of local tuning -- via, for example, the introduction of a cheaper front-wheel drive version. That said, the localisation of models will go beyond just Mitsubishi's SUVs and LCVs he says.

"There may be various different fine tuning [carried out] on other products...  I'd like to enhance the competitiveness of Lancer more and more," he said.

To this end, the Mitsu boss hinted at the potential local introduction of a diesel into the small passenger car market.

"I don't see a huge shift from petrol to diesel in the Australian market... [But, as there is demand] In the near future we will introduce a diesel engine, not just in the SUV segment but in other smaller segments Very shortly..."

Takahashi praised his company's efforts under Robert McEniry to manage the exit from local manufacturing and its evolution into a full-line importer. He says his aim for MMAL was to cement its "Steady, sustainable growth". Localisation will play a part in this he contends.

"Sudden abrupt increases in sales are not in our plan... [We are concentrating on] Steady growth and improved quality of our business in every sense..."

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