Mitsubishi PH presents its first Filipino-made Mirage Hatchback

Mitsubishi Motors Philippines Corporation (MMPC) announced last Thursday the mass production of its Mitsubishi Mirage hatchback model in its Sta. Rosa plant. MMPC unveiled the first Mitsubishi Mirage hatchback that came off the assembly line in a turnover ceremony held at the Solaire Resort and Casino in Parañaque City that same day in the presence of Mitsubishi Motors Corporation principals from Japan, Mitsubishi dealer principals, special guests and members of the media.

In the past, the Mirage hatchback was imported as a CBU (completely built up) unit from Thailand. With MMPC’s new Php 4.3 billion production facility, MMPC is now able to produce the Mirage locally.  Last February, MMPC presented the first Mirage G4 sedan manufactured in the Philippines to President Rodrigo Duterte at the Malacanang Palace. Both the Mirage G4 sedan and hatchback variants are Mitsubishi Motors’ entry into the government’s Comprehensive Automotive Resurgence Strategy (CARS) program. With the CARS program, it aims to position the Philippines as Southeast Asia’s newest car assembly hub, which will potentially attract new investment into the sector and eventually generating increased demand for vehicles within the Philippines.

Last month, Mitsubishi Motors Philippines celebrated the brand’s 100th anniversary of the Mitsubishi automobile with an elaborate and well-curated automotive display of its current model line-up as well as historical and classic models at the World Trade Center. Mitsubishi is Japan’s first automaker, with the Model A as its first car that it ever produced in 1917.

Locally, MMPC has been engaged in the local manufacturing of vehicles for more than 50 years now. Mitsubishi is the second largest automaker the country, with a market share of 16% with a strong dealer network over 50 local commercial partners and dealerships.

Under the CARS program and the transfer of Mirage production to the Philippines, it will generate new jobs within MMPC, and the OEM industry will also benefit some 31 local businesses which were awarded to supply a total of 255 parts for the car. MMPC’s advocacy is to actively work on its parts localization activities to further increase the local content ratio.

 “MMPC will continue to exert great efforts to make a contribution to Philippine society and the economy to support the government in its effort to promote the entire automotive industry” said MMPC incoming president and CEO Mutsuhiro Oshikiri.

During the same ceremony, MMPC also announced the appointment of Oshikiri who will succeed Yoshiaki Kato who started his assignment in MMPC in March 2015. Kato, whose infectious smile has endeared its dealer partners, trade partners and members of the media was the youngest president and CEO at the age of 49 to be assigned in MMPC. His short stint of a little over two years was marked with several milestones.

Under his term, he was able to sustain continuous sales growth with over 61,400 units last year. Other significant milestones for MMPC during his term were the successful transfer of its Cainta facilties to the new Sta. Rosa plant and its participation on the Comprehensive Automotive Resurgence Strategy or CARS program. Governor Henry Co of the Bureau of Investments, who was present during the event, said in his congratulatory speech that as the second biggest brand in the country, he was pleased to see Mitsubishi worked harder for the CARS program than its leading rival Toyota.

Incoming president and CEO Mr. Oshikiri was previously assigned as the CEO of Mitsubishi Motors Australia Ltd. (MMAL) since 2012. With his vast experience in handling various foreign markets under MMC and his expertise in the field of Marketing and After Sales, the local dealer principals voiced their confidence that with his leadership, he is expected to drive MMPC to an even more successful presence in the market for the years ahead.