As MMPC celebrates its 60th year, Mitsubishi HQ in Japan commits continuous support
In a big way, 2023 truly belongs to Mitsubishi Motors Philippines Corp (MMPC), as it reaches its milestone diamond jubilee year. It’s a fitting birthday term for an automobile organization whose logo is symbolized by the three diamonds Yataro Iwasaki used to represent Mitsubishi’s three core values when he founded the Japanese company over 150 years ago: Integrity, reliability, and success.
And in the Philippines, if we may, another “60-karat” diamond of a core value could be added—that of uninterrupted, undying loyalty to the Filipino.
Through thick and thin, from 1963 onwards, MMPC has stayed in the Philippine market, steadfast in its place despite the socioeconomic and political shakeups the country had undergone in the next six decades.
This begs the question, why did MMPC stay on, even if other multinational companies (automobile or otherwise) decided to pack up and leave when the country was in economic and political crisis?
File photo of a company photo shoot with the late Mitsubishi Motors’ former chairman Osamu Masuko.
Mitsubishi executives were always firm and steadfast in their confidence on the Philippine market. They stressed that, despite its socioeconomic instabilities, the Philippines was still considered an important market due to its high population and steadily increasing annual demand for new vehicles. That Mitsubishi vehicles stayed consistently at the number 2 ranking in sales figures over the years was enough proof that these two key factors were working in the automaker’s favor.
But beyond demographics and projected growth rates, Mitsubishi saw potential in the local market even when the industry was at its lowest. The population growth remained robust, the country had vast human and natural resources, and the people themselves were well-educated, highly skilled, and highly motivated.
MMPC cemented its commitment to the local market by building a multibillion-peso automobile assembly in Santa Rosa City, Laguna province. That assembly plant embodied MMPC’s belief in the market and in the skills and dedication of its Filipino workforce. The plant also facilitated the entry of the Xpander MPV, whose strong sales performance has helped Mitsubishi gain a solid foothold on a new generation of Filipino car buyers.
Along with the Xpander, Mitsubishi has, along the years, introduced a solid lineup of vehicle models, including the Lancer, Pajero, L300, Space Wagon, Adventure, Mirage, Mirage G4, Strada, Montero Sport, and Outlander PHEV.
MMPC’s network has also grown to 69 dealerships across the entire archipelago, making the brand and its aftersales services even more accessible to more Filipino motorists.
Mitsubishi’s continuous commitment to the Philippines was the focal point of the speech of Mitsubishi Motors Corp. president and CEO Takao Kato during the formal anniversary ceremonies held last Feb. 24 at the Santa Rosa City assembly plant: “(Mitsubishi) was the only car manufacturer which has never left the country since its founding, even during the economic crisis. (MMPC) has contributed to the economic development of the country for over 60 years.”
Kato, who flew in just for the occasion, continued, “Our commitment to the Philippines will remain unchanged for the future, and we will continue to contribute to the country through local manufacturing and providing attractive models to our valued customers. The Philippines has been and will be one of the most important markets for Mitsubishi Motors. Through our manufacturing and sales operations, we will continue to contribute to transfer of technology, human resources development, and creation of jobs in the country.”
He expressed his “deepest gratitude” to the Philippine government and to business partners, including more than 70 suppliers and 25 dealer groups and MMPC employees. “I’m very happy to celebrate MMPC’s 60th anniversary, as well as witness its strong performance, as MMPC has been one of the biggest automobile brands in the Philippines.”
In his speech, MMPC President and CEO Takeshi Hara said that his team had “successfully introduced and launched different vehicle model lineups.” He added, “With our attractive models, we are continuously satisfying our valued customers and living up to our slogan ‘Life Made Better for Filipinos.’”
Hara also disclosed that last July, MMPC revealed the new name of its aftersales service arm, Mitsubishi Motors CARES. “With Mitsubishi Motors CARES, it is our goal to make our customers worry-free and confident that they are leaving their vehicles in the best hands whenever they enter our service workshops.”
Hara concluded his speech by declaring, “We have successfully surpassed all the challenges over a period of time, and we will remain steadfast and strong. We will continue to work as a team to further achieve our goals.”
Mitsubishi milestones through the years
