The flip aspect: How Mitsubishi Motors is rising from the ashes to win again loyal SA prospects

• Mitsubishi on the time skilled a stable Colt supporter-foundation in South Africa, proper up till the bakkie was rebranded because the Triton.

• The mannequin is little by little rebuilding its standing with a potent merchandise supplying complemented by improved shopper companies. 

• Superior product gross sales growth attributed to its particular merchandise methodology. 

• For added motoring tales, go to Wheels24.


Mitsubishi Motors has some nice merchandise in South Africa, however the mannequin seems to be to be hid within the shadows. However, the automaker has improved considerably over the previous couple of of yrs, albeit unnoticeable to most people.

Mitsubishi has been a sound model identify in South Africa. Regardless of decreased product sales portions than bigger automakers within the space market, this substitute Japanese model identify proceed to has a major adhering to.

The automaker’s Triton – the Colt reincarnated – is one explicit of its legacy cars, together with the Pajero and Outlander. In level, Mitsubishi has extended its selection with a bit of little bit of some factor for anybody as soon as once more with the ASX, the addition of the Eclipse Cross a pair of a very long time again, and the multipurpose 7-seater Xpander. The latter two types are their present-day biggest sellers, together with the Pajero Exercise.

Mitsubishi Colt 3rd-generation

In 2021, we reviewed the Mitsubishi Triton. Though it’s actually a wonderful substitute bakkie, we puzzled why it wasn’t advertising as correctly as potential when glancing on the month to month Countrywide Vehicle Affiliation of Producers in South Africa (NAAMSA) product gross sales figures. All via a variety of days with the auto, I skilled concluded it was probably an individual of probably the most frugal bakkies I had pushed in all of 2021, with an typical gas consumption of seven.9-litres/100km. That alone is an incredible feat. 

However there’s definitely considerably much more to it than measuring a carmaker’s achievement and growth than simply viewing the month-to-month product sales tallies.

Wheels24 reader Calvin van Aswegen claims concerning the Triton: 

I’ll infrequently push absolutely anything apart from a Mitsubishi. Completely everybody continually complains about pricing etcetera., however Toyota just isn’t significantly a lot inexpensive each. A 140 000km help with them price ticket me R15 000 after which just for it to be stolen out of my property – of coaching course, no fault of their have. Mitsubishi items are an ideal deal safer in that method, and I come to really feel their dependability outweighs Ford. So completely, Mitsubishi all the best way.

LETTER | Why Mitsubishi Triton income are having difficulties to achieve traction in SA

In response to previous feedback from our guests, South Africans do not approve of the Triton establish or its seems to be. Nonetheless, an extra Wheels24 reader Musa Matebese suggests: “Seems to be are subjective. Are you even aware that Mitsubishi automobiles are amongst probably the most dependable cars in the marketplace place these items do not break. Sure, they’re expensive however successfully actually value it.

“In my opinion, Ford Rangers are terrible and unreliable and never so wonderful off-street. The interiors aren’t wonderful, however they promote successfully given that they’ve a considerable subsequent. Tritons are an ideal deal better bakkies.”

Looking back, Jeffrey Allison, Mitsubishi Motors South Africa (MMSA) selling typical supervisor, claims: “2021 will likely be remembered as a 12 months of restoration and consolidation for the native automotive sector. MMSA ongoing to execute correctly within the product sales stakes. The producer has demonstrated wonderful progress in extra of the final twenty years because it continues to concentrate to its consumers, furnishing high-quality options and wonderful shopper firm.

Mitsubishi Triton Xtreme

2020 Mitsubishi Triton Xtreme.

Allison additionally says Mitsubishi’s buyer supplier index success have enhanced from 92 to 93 over the previous just a few a number of years and presently averages over 95% from January to October 2021. 

He supplies:

This phenomenal efficiency can primarily be attributed to the introduction in 2019 of our ‘Repair Appropriate Preliminary Time’ methodology, which has turn out to be probably the most important component in our on the whole help data.

Allison states to achieve this, a robust focus was positioned on complicated schooling of Mitsubishi’s firm and maintenance technicians and strengthening experience phases on the provider stage. The initiatives paid out off when, on the end of 2019, a single of MMSA’s specialised trainers grew to become the to start out with Mitsubishi Main 10 Globally Certified Education Trainer in South Africa.

What else is the enterprise performing to set itself apart as a reliable mannequin as soon as extra in SA?

Allison suggests they’ve additionally launched an E-Studying instruction methodology, as successfully as a dwell Native Tech Line Platform, the place specialised specialists from HQ can information with automotive diagnostics. This features a specialised suggestion-sharing databases of data gathered and shared globally. 

“We wish to assure that the shopper working expertise is aligned with the expectations of our loyal purchaser basis. Expectations regulate and evolve, and so can we, and for this clarification, we’re constantly strengthening and embracing rework,” Allison describes.

“We function to make life span purchaser loyalty, and the one method to increase our retention charge is to offer distinctive companies. In truth, we’re so totally commited to its shoppers that we urge them to get in contact with us at  with any complaints, compliments or ideas on this regard.” You may e mail them listed right here.

2021 Mitsubishi Eclipse Cross

2021 Mitsubishi Eclipse Cross

Within the newest months MMSA has expanded its footprint in South Africa with the opening of 6 new dealerships. This supplies the tally to 47 earnings sellers and 53 aftersales sellers nationally.

“The opening of those new companies is a continuation of MMSA’s tactic to the strategic placement of dealerships to capitalise on the recognition of the Mitsubishi model identify. It goes hand in hand with our centered new mannequin approach and goals to maintain on bringing new prospects into the Mitsubishi fold,” Allison suggests. “A producer is simply as highly effective as its provider community, and Mitsubishi is fortuitous greater than sufficient to now uncover by itself on a very company footing definitely.”

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Proof of the dedication of MMSA’s vendor community is mirrored within the success of the newest Countrywide Car Sellers’ Affiliation (NADA) Supplier Pleasure Index Examine (DSI). It delivers the vendor human physique with a platform to present firms and importers with feedback. Vendor councils and producers see it as an environment friendly administration machine to handle places of subject and make enhancements to service transport all through the whole value chain.

Not solely did MMSA notice Gold standing, however it was additionally recognised as probably the most improved on the whole model identify in 2021 (+10.6%).

“These last outcomes not solely serve to validate our concerted endeavours to set field-primary aftersales benchmarks to which our sellers have to stick, however it additionally proves that we’re constantly discovering much better at it,” says Allison.

“Additionally value mentioning is the reality that, earlier than in 2021, MMSA was recognised as a chief regional performer by Mitsubishi Motors Heart East & Africa (MMMEA). As well as, a neighborhood workers was rewarded for turning into simply one of many prime help advisors within the area. These accolades adopted MMSA’s participation within the initially-ever MMMEA Wave CSI Examine, which was carried out in the course of the last quarter of 2020.”

Proper after ten months of shopping for and promoting, MMSA has additionally skilled seen development in income normal efficiency. 12 months-to-date figures are a sizeable 30.1% larger than the corresponding interval in 2019 and a staggering 74.4% development above 2020.

2021 Mitsubishi Xpander

2021 Mitsubishi Xpander

This wonderful demonstrating can primarily be attributed to the introduction of the all-new Xpander in June, adopted by the beginning of the brand new Eclipse Cross in July.

Allison states: “With the introduction of the Xpander, Mitsubishi is now competing in a fully distinct price ticket choice and section than previous to. As these, our earnings volumes have been positively impacted. It additionally speaks to MMSA’s consumer-to begin with focus of bringing out the best services or products for the present market, on the correct time, with a aggressive value proposition.”

The Eclipse Cross has additionally cemented its place as 1 of the pillar fashions for Mitsubishi and has contributed immensely to the model’s progress across the earlier a number of months.

“We’ve got a sound reputation for staying able to establish requires and shaping our new automobile tactic appropriately. Continued purchaser fascination in our assorted vary proves that we’re having the mix applicable when it comes to our mannequin derivatives and our focus on markets. Complemented by an unrelenting emphasis on prime rated-notch shopper service, this bodes properly for a strong finish to 2021 and a stable basis on which to develop within the following 12 months.

So what can we assume for this 12 months from the Japanese model?

“Carry on to your hat as a result of 2022 will likely be one other fascinating 12 months for MMSA as we improve or enhance most of our present product ranges. The biggest info, nonetheless, would be the introduction of the all-new Outlander within the 2nd 50 % of 2022,” claims Allison.