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.
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