Speculation 'killed' 380: McEniry
The media's targeting of Mitsubishi effectively doomed the 380, says Mitsubishi bossSpeculation regarding the future of Mitsubishi's operation Down Under dating back more than a decade effectively handicapped the 380 from its launch. That's the opinion of Mitsubishi Australia boss, Rob McEniry.
Responding to questions from auto industry analyst, John Mellor, during today's announcement of cessation of production Down Under, the Mitsubishi Australia CEO stated he had "no doubt" constant media speculation into the future of the Tonsley Park plant and Mitsubishi's local operations affected the car's chances for success.
"I think it's been quite significant," McEniry said.
"It was very clear from our fleet customers that's a question [the future of MMAL production] they always raised and it's made it exceptionally difficult to maintain it [the 380 as a fleet purchase]. Unfortunately Mitsubishi has had to live under that speculation for longer than we cared to talk about -- for at least the last ten years," the MMAL boss stated.
McEniry said sales targets for the 380, outlined at the launch of the 380, were a catalyst in ramping up the media spotlight.
"Particularly in the [case of the] 380 -- that was touted up front to need a minimum volume to succeed... As soon as it was one car off that [sales] target it was like frenzied feeding going on.
"So [then] every month we've had to defend the number we sold or didn't sell... Not whether as a company we were good. Not whether as a company we had been able to balance the whole product portfolio and be successful. Not that we had turned the company round and had made significant inroads to our financial position... It was always the 380," McEniry opined.
Though the company will now exit the local large car market (at least temporarily), the MMAL boss defended the 380, rejecting claims from general media that it was poorly designed and marketed and "not the car Australia wanted".
"I totally disagree. In fact if you go back to its first year [onsale] it was acclaimed and awarded best large car. If in fact you look at last year's results of the best large car in the market, judged by the automotive clubs, it was second by only a few points," McEniry said.
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