Mitsubishi Charts Course for Recovery in Thailand

With domestic sales in Thailand in free fall, Mitsubishi is looking to the export market to take up the slack.

Mitsubishi Thailand President Masahiko Ueki says he is targeting an 8% increase in exports this year.

Mitsubishi believes sales volumes will improve during the final quarter of this year and Ueki tells The Nation newspaper he expects a 9% market share for the 2014 fiscal year ending in March.

He predicts the Thai market will sell between 900,000 and 920,000 units this year, which would put the Mitsubishi sales target at between 81,000 and 82,800.

Data from Toyota Thailand, which collates Thai industry sales, shows Mitsubishi sold 104,687 units in the country last year.

Mitsubishi plans to reach its target with launch of a new model, aggressive marketing strategies including road shows and showroom activities, as well as low-interest loans, free insurance and other giveaways.

The number of Mitsubishi dealerships will be increased from 217 now to 230 by the end of the fiscal year.

“We also want our dealers to participate more in designating the direction of marketing activities in their area,” Ueki says.

“We have recently joined hands with dealers in appointing officials responsible for marketing who will coordinate between the dealers and the head office, as well as create activities and take care of advertisement and public relations in each sales area.

“We believe that dealers are the ones who know what’s best for their area and this strategy is expected to create the highest benefits for customers as well as the dealers themselves.”

Mitsubishi also plans to raise the status of its after-sales service with more than 400 training events each year and continuously will evaluate employees’ capabilities.

“This is expected to help raise the level of customer satisfaction, which would lead to success of our long-term sales plan,” Ueki says.