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

• Mitsubishi after had a robust Colt lover-base in South Africa, till ultimately the bakkie was rebranded because the Triton.

• The mannequin is slowly and progressively rebuilding its standing with a robust merchandise supplying complemented by higher shopper firm. 

• Superior income development attributed to its particular merchandise resolution. 

• For extra motoring tales, cease by Wheels24.


Mitsubishi Motors has some nice options in South Africa, however the mannequin appears to be hid within the shadows. But, the automaker has enhanced significantly greater than the sooner couple of years, albeit unnoticeable to most of the people.

Mitsubishi has been a robust model in South Africa. Regardless of lower gross sales figures than better automakers within the regional present market, this various Japanese mannequin nonetheless has a substantial following.

The automaker’s Triton – the Colt reincarnated – is one explicit of its legacy autos, together with the Pajero and Outlander. In actuality, Mitsubishi has prolonged its array with slightly bit of 1 factor for everyone but once more with the ASX, the addition of the Eclipse Cross a pair of a number of years again, and the versatile 7-seater Xpander. The latter two sorts are their current most important sellers, together with the Pajero Sport.

Mitsubishi Colt 3rd-generation

In 2021, we reviewed the Mitsubishi Triton. When it truly is a glorious completely different bakkie, we puzzled why it wasn’t promoting as successfully as potential when glancing on the month-to-month Nationwide Vehicle Affiliation of Producers in South Africa (NAAMSA) income figures. By just a few instances with the motorcar, I skilled concluded it was presumably 1 of essentially the most frugal bakkies I had pushed in all of 2021, with an widespread fuel utilization of seven.9-litres/100km. That by yourself is an outstanding feat. 

However there’s way more to it than measuring a carmaker’s outcomes and progress than simply observing the month-to-month product gross sales tallies.

Wheels24 reader Calvin van Aswegen claims in regards to the Triton: 

I’ll under no circumstances push absolutely anything aside from a Mitsubishi. Everyone often complains about pricing and so forth., however Toyota will not be considerably a lot cheaper both. A 140 000km supplier with them worth me R15 000 after which just for it to be stolen out of my garden – after all, no fault of their very personal. Mitsubishi options are considerably safer in that approach, and I come to really feel their reliability outweighs Ford. So actually, Mitsubishi all the way in which.

LETTER | Why Mitsubishi Triton income are struggling to realize traction in SA

Based on earlier solutions from our readers, South Africans actually do not approve of the Triton determine or its appears to be. However, an additional Wheels24 reader Musa Matebese claims: “Seems are subjective. Are you even knowledgeable that Mitsubishi motor automobiles are amongst essentially the most accountable autos on the business these factors do not crack. Certain, they’re expensive however properly worth it.

“For my part, Ford Rangers are horrible and unreliable and never so terrific off-highway. The interiors should not glorious, however they promote very properly given that they’ve a sizeable subsequent. Tritons are considerably improved bakkies.”

Looking back, Jeffrey Allison, Mitsubishi Motors South Africa (MMSA) promoting and advertising typical supervisor, claims: “2021 can be remembered as a calendar 12 months of restoration and consolidation for the group automotive sector. MMSA ongoing to hold out completely within the product gross sales stakes. The producer has confirmed superb enlargement across the ultimate twenty years because it proceeds to concentrate to its customers, supplying high-high-quality merchandise and options and glorious purchaser supplier.

Mitsubishi Triton Xtreme

2020 Mitsubishi Triton Xtreme.

Allison additionally states Mitsubishi’s purchaser companies index results have improved from 92 to 93 greater than the previous just a few a number of years and now averages above 95% from January to October 2021. 

He provides:

This phenomenal performance can primarily be attributed to the introduction in 2019 of our ‘Repair Appropriate First Time’ technique, which has change into essentially the most vital think about our normal assist experience.

Allison states to appreciate this, a robust focus was positioned on technical educating of Mitsubishi’s assist and upkeep professionals and strengthening abilities quantities on the vendor stage. The makes an attempt compensated off when, on the finish of 2019, an individual of MMSA’s specialised trainers grew to become the primary Mitsubishi Prime 10 Globally Licensed Coaching Teacher in South Africa.

What else is the agency enterprise to established itself aside as a reliable producer yet again in SA?

Allison says they’ve additionally launched an E-Studying educating program, as completely as a reside Regional Tech Line Platform, the place advanced specialists from HQ can help with automobile diagnostics. This encompasses a technical tip-sharing databases of particulars gathered and shared globally. 

“We need to be sure that the shopper encounter is aligned with the expectations of our devoted shopper basis. Anticipations enhance and evolve, and so can we, and for this motive, we’re persistently strengthening and embracing rework,” Allison factors out.

“We intention to generate lifetime purchaser loyalty, and the one approach to enhance our retention worth is to ship nice firm. In actuality, we’re so devoted to its prospects that we urge them to contact us at  with any complaints, compliments or solutions on this regard.” You may electronic message them on this article.

2021 Mitsubishi Eclipse Cross

2021 Mitsubishi Eclipse Cross

In present months MMSA has expanded its footprint in South Africa with the opening of 6 new dealerships. This brings the tally to 47 product sales sellers and 53 aftersales sellers nationally.

“The opening of those new facilities is a continuation of MMSA’s technique to the strategic placement of dealerships to capitalise on the repute of the Mitsubishi mannequin. It goes hand in hand with our focused new design system and goals to proceed bringing new prospects into the Mitsubishi fold,” Allison claims. “A mannequin is barely as strong as its supplier community, and Mitsubishi is privileged ample to presently uncover by itself on a fairly company footing actually.”

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Proof of the dedication of MMSA’s supplier group is mirrored in the advantages of essentially the most newest Nationwide Automobile Sellers’ Affiliation (NADA) Provider Gratification Index Research (DSI). It provides the provider physique with a platform to offer corporations and importers with suggestions. Supplier councils and producers see it as an productive administration gadget to deal with elements of fear and strengthen supplier transport throughout the complete worth chain.

Not solely did MMSA attain Gold standing, but it surely was additionally recognised as essentially the most improved normal producer in 2021 (+10.6%).

“These outcomes not solely present to validate our concerted makes an attempt to set market-main aftersales benchmarks to which our sellers have to stick, but it surely additionally proves that we’re frequently acquiring superior at it,” says Allison.

“Additionally properly value mentioning is the purpose that, earlier than in 2021, MMSA was recognised as a prime regional performer by Mitsubishi Motors Heart East & Africa (MMMEA). As well as, a regional personnel was rewarded for at present being an individual of the main assist advisors within the space. These accolades adopted MMSA’s participation within the 1st-ever MMMEA Wave CSI Research, which was carried out by means of the final quarter of 2020.”

Following ten months of buying and selling, MMSA has additionally knowledgeable noticeable progress in gross sales normal efficiency. Calendar year-to-day figures are a considerable 30.1% higher than the corresponding time interval in 2019 and a staggering 74.4% enchancment about 2020.

2021 Mitsubishi Xpander

2021 Mitsubishi Xpander

This extraordinary exhibiting can primarily be attributed to the introduction of the all-new Xpander in June, adopted by the launch of the brand new Eclipse Cross in July.

Allison says: “With the introduction of the Xpander, Mitsubishi is now competing in a completely completely different price ticket selection and section than forward of. As this kind of, our product gross sales volumes have been positively impacted. It additionally speaks to MMSA’s client-to begin with intention of bringing out the suitable product for the present market, on the appropriate time, with a aggressive value proposition.”

The Eclipse Cross has additionally cemented its location as one of many pillar variations for Mitsubishi and has contributed immensely to the model’s enlargement in extra of the previous couple months.

“We’ve got a strong identify for being prepared to acknowledge requires and shaping our new motorcar method accordingly. Ongoing buyer fascination in our various choice proves that we’re having the mix proper in situations of our design derivatives and our goal markets. Complemented by an unrelenting deal with prime-notch shopper firm, this bodes properly for a strong finish to 2021 and a very good foundation on which to develop sooner or later 12 months.

So what can we expect for this 12 months from the Japanese producer?

“Keep on to your hat given that 2022 can be one more fascinating 12 months for MMSA as we enhance or enhance most of our present mannequin ranges. The most important information, even so, would be the introduction of the all-new Outlander within the 2nd 50 % of 2022,” suggests Allison.