Mitsubishi marks 60 years in Philippine industry with new Triton pickup launch
Photo courtesy of Manila Times
Six decades of Mitsubishi’s presence in the Philippines’ automotive landscape was commemorated with an extensive exhibition by Mitsubishi Motors Philippines Corp. (MMPC). The event, hosted at the World Trade Centre in Pasay City, marks the company’s commitment to long-standing local operations and future plans.
The expo, inaugurated by Takeshi Hara, President and CEO of MMPC, not only highlighted key milestones over the past 60 years but also unveiled the launch of Mitsubishi’s new Triton pickup truck. This signifies the likelihood that the Strada nameplate would eventually be phased out.
The vehicles showcased at the exhibition catered to both automobile aficionados and casual observers. This included present offerings such as the L300, Mirage, Mirage G4, Montero Sport, Outlander PHEV, and Strada. An array of classic Mitsubishi models from yesteryears were also proudly on display representing a rich lineage of the brand in the country.
Adding further to the anticipation, Mitsubishi’s future fleet was represented by the XFC Concept and the XRT Concept vehicles, generating excitement about the company’s future direction in the automotive industry. The expo continues until Sunday, August 13.
“We’re aiming to sell 75,000 vehicles this year,” stated Jack Ramirez Jr., the First Vice President for Sales and Marketing at MMPC. He mentioned that this figure represented the minimum sales volume the company hopes to achieve.
Ramirez reported that the company had sold 43,831 vehicles in the first half of 2023, and in the entirety of 2022, MMPC had clocked sales of 60,630 units. However, he candidly mentioned the upcoming excise tax on pickup trucks would be a challenge in achieving their sales targets reported Manila Times.
Additionally, Ramirez stated, “The figures that we currently have this year (for ourselves and for our competitors) are only the current models. If they introduce a new model, we have to come up with better offers, and better quality of services, which in turn is where we are focusing now.”
Despite potential challenges, MMPC stands ready to debut its Triton pickup truck, in a bid to phase out the Strada, one of the country’s top-selling pickup trucks.
