Mitsubishi PH rolls out its 700,000th production car

A “Majestic Red” Mirage G4 has rolled off the production line Monday at Mitsubishi Motors Philippines’ plant in Santa Rosa, Laguna to become the 700,000th unit to be manufactured by the Japanese automaker here.

This milestone was achieved just seven months after the country’s longest staying automotive company announced that it sold its 1-millionth unit, a rare feat in such an emerging automotive market, where total sales per year is yet to breach the 500,000-unit mark.

“(The 55-year old) Mitsubishi Motors Philippines (MMPC) could not accomplish this achievement without steadfast commitment and considerable cooperation of the Philippine government, all our dealers, suppliers, business partners, loyal customers here, as well as the past and present employees,” said Takao Kato, Mitsubishi Motors Corp. CEO who flew in from Japan just for the occasion.

Kato explained that every hundred thousand units produced by MMPC should be regarded as a milestone and passing the 700,000-unit mark speaks well of the company’s performance, somehow acknowledging the challenges the country’s automotive sector is experiencing at the moment as a result of last year’s imposition of the Tax Reform for Acceleration and Inclusion (TRAIN) law, as well as excise taxes of 4 percent for vehicles up to P600,000; 10 percent for over P600,000 to P1 million; 20 percent for over P1 million to P4 million; and 50 percent for hybrid cars.

Expanding the business

But Kato is confident that the Philippine automotive market will weather all these and added that Mitsubishi Motors is committed to continue its growth and even plans to expand its business in the Philippines, gearing MMPC toward further development of its manufacturing technologies of its plant.

Kato hinted that it is possible for MMPC to begin the exportation of its newly launched L300—now packing a Euro 4-compliant 2.2-liter CRDi intercooler turbo engine—to select Asean countries, implying that plant operations could become very busy in the coming months and years.

Kato was welcomed by Mutsuhiro Oshikiri, MMPC president and CEO, who said during the ceremony that the milestone would not be possible without the P4.3 billion investment placed in its Santa Rosa facility that enabled MMPC to produce both the Mirage G4 sedan and hatchback locally.

These two models are MMPC’s entry into the government’s Comprehensive Automotive Resurgence Strategy (CARS) program that aims to position the Philippines as Southeast Asia’s next car assembly hub.

Under the CARS program, MMPC has committed to locally produce a total of 200,000 units by 2023.

“The transfer of Mirage production to the Philippines led to new jobs within MMPC, and has benefited several local businesses which were awarded to supply numerous parts for the car. 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,” Oshikiri said.

1964

It was in 1964 when MMPC, then known as Chrysler Philippines Corp., started producing models such as the Dodge Colt, Minica F4, Lancer, Cimarron, and Mitsubishi trucks.

By 2009, MMPC has achieved its 500,000th unit cumulative production milestone (it was a Lancer EX sedan model that rolled off its now closed Cainta plant), the first in the Philippines to achieve the feat.

At the time, the company enjoyed an extensive product line-up that spans from passenger cars to light commercial vehicles and trucks and buses.

In Dec. 16, 2014, MMPC rolled-off the last vehicle assembled in its Cainta, Rizal plant—a white Mitsubishi Adventure, which was the plant’s 581,671st unit—before transferring all operations to its present facility in Santa Rosa City.

Since then, MMPC’s model line-up continues to grow strong with its latest models composed of the Mirage hatch, Mirage G4 sedan, Pajero SUV, New Montero Sport SUV, Xpander MPV, New Strada pickup, Strada GL pickup, and the new L300 cab and chassis.