Mitsubishi rolls off 100,000th Adventure unit

GRACING the Adventure milestone celebration at the Cainta headquarters of Mitsubishi Motors Philippines Corp. (MMPC) are (from left) MMPC EVP for manufacturing Masato Sada, MMPC EVP for marketing Junya Masuda, MMPC president and CEO Hikosaburo Shibata, Cainta Municipal Administrator Dr. Olga Abellanosa, Chamber of Automotive Manufacturers of the Philippines Inc. secretary general Marissa Concepcion, Philippine Automotive Competitiveness Council Inc. executive director Ramon Vicente Kabigting, MMPC EVP, CFO and treasurer Kazuki Sugino, MMPC EVP for overall operations Orlando F. Alvarez Jr. and Antipolo Mayor Casimiro Ynares III.

Mitsubishi Motors Philippines Corp. (MMPC) rolled off the 100,000th  unit of its locally manufactured Mitsubishi Adventure with a milestone ceremony last Friday, attended by its top executives, VIP guests, dealers and members of the media.

The Adventure was first produced in the country in October 1997 and had its market introduction on January of 1998.

MMPC top executives who were present at the ceremony include president/CEO Hikosaburo Shibata, CFO and treasurer Kazuki Sugino, EVP for manufacturing Masato Sada, EVP for marketing Junya Masuda and EVP for overall operations Orlando F. Alvarez Jr. Antipolo Mayor  Casimiro Ynares III, Cainta Municipal Administrator Dr. Olga Abellanosa, Philippine Automotive Competitiveness Council Inc. executive director Ramon Vicente Kabigting and Chamber of Automotive Manufacturers of the Philippines secretary general Marissa Concepcion were among the VIPs.

Despite the Asian crisis that crippled the economies of countries around the region in 1997, the Adventure was well-received by the market and was even instrumental in helping MMPC top overall industry sales in 1998.  With a high local content, the Adventure was able to save the company on its precious US dollar reserves, and help provide jobs and business for the country’s fledging original equipment manufacturer (OEM) industry.  Today, the local component of the Adventure is as high as 47 percent, and that  is considered one of the highest ratios in the industry.

Pragmatic choice

The Adventure was developed to become a pragmatic choice for owners who have large families or are simply outgrowing their compact family sedans.

It also became a practical choice for fleet requirements, and even owners of small and medium enterprises  because of its low running cost, affordable  price tag, versatility and size. Creature comforts and added features from several variants  attracted buyers who previously  considered only sedans as their car of choice.  Throughout these 17 years,  continuously added features, refinements and improvements  still make it  significant  in MMPC’s product lineup and a consistent Top 10 best-selling model in the light commercial vehicle category.

As a way of thanking its valued customers, MMPC also announced that all brand-new  Adventure buyers from May to June 2014 will enjoy as much as P100,000 in savings on the  GLX model from its dealers. Aside from the discounts, 10 lucky brand-new Adventure buyers will automatically qualify in a raffle for a chance to win   P100,000  in cash.