On December 18, 2012, at Mitsubishi's new Outlander IPO conference, Mitsubishi Auto Industrial Co., Ltd.'s first North Asia Minister, Ishii, came to Tokyo and was dissatisfied with Mitsubishi's sales performance this year.
"In 2012, Mitsubishi sold a total of 40,000 models in the Chinese market. In 2011, our figure was more than 60,000." Ishii said that due to changes in the product cycle and the market environment, Mitsubishi's imports in 2012 will be affected. The sales situation of cars or domestic cars is not optimistic.
In order to change the embarrassing position of being gradually marginalized by the market, Ishii, who is in charge of the North Asian market, has been leading its Chinese team to start from the sales network in an attempt to reverse the trend. "Some domestic car dealers have already obtained sales authorizations for imported Mitsubishi cars." Ishii said that domestic and imported cars will be sold on-grid, which on the one hand will increase sales, and on the other hand it will enhance customers' awareness of the Mitsubishi brand.
However, such network adjustments have not been conducted in a balanced manner. It is understood that about 80 distributors of GAC Mitsubishi Motors this year can sell domestic and imported vehicles, but there is no plan to further advance the network in Southeast Mitsubishi.
“In fact, the distributors of Southeast Mitsubishi have no more than 10 authorized licenses for imported vehicles.†Mitsubishi China’s insiders said that this year Mitsubishi’s sales and network integration strategy in China will be launched at the Mitsubishi level of GAC. One obvious example is that since the establishment of Guangqi Mitsubishi in October 2012, a total of 62 Guangqi Mitsubishi sales outlets nationwide have opened and can sell imported vehicles. This trend will be further enhanced this year.
Why is the southeast cold?
Mitsubishi Motors has gradually lost interest in this partner, who has cooperated for many years, after the rumors of the restructuring of Dongfeng Motor by Dongfeng.
"For the southeast, because Mitsubishi Motors has a relatively low capital contribution ratio, it is totally absent from Dongfeng's reorganization of the southeast." At the press conference, Ishii??s was more willing to talk to the media about the development plan of Mitsubishi in the future. Take a dodge attitude.
All along, Mitsubishi Motors owns 50%, 25%, and 25% of three-way joint ventures between Fudan, China Motors, and Mitsubishi Motors. Not only has there been a game between the three parties in the equity relationship, Mitsubishi Motors is also in the new car due to lack of discourse power. There have been many missed opportunities in launching and market policy formulation. As early as April 2010, Mitsubishi Motors President Yoshiko Yasawa had publicly stated: “There is no joint-stock company with half-owned equity, which is the main reason why Mitsubishi has obviously lagged behind its competitors in China.â€
In October 2012, Mitsubishi finally reached a long-cherished wish and established a joint venture with GAC with a 50-to-50 ratio. In the industry's view, with GAC, a powerful joint venture partner, Mitsubishi's reliance on Southeast Car is also in line with commercial games.
"This year, Mitsubishi did not introduce a new car to Southeast Motor." Mitsubishi China insiders said that the future of Southeast Mitsubishi will continue the previous product layout, the two sides will not change in the short term. This statement means that Mitsubishi seems to have prepared itself for the changes in Southeast Motor.
At present, Southeast Mitsubishi's product line is dominated by passenger cars. However, due to the lack of new products, the market's response to Southeast Mitsubishi has long been weak. According to statistics from the China Automobile Association, in the first 11 months of 2012, Southeast Mitsubishi sold only 21,348 vehicles, a decrease of approximately 22% year-on-year. Judging from the sales performance of each model, the current Southeast Mitsubishi only has one vehicle with monthly sales of over one thousand.
The introduction of Mitsubishi's SUV models to stimulate sales growth has always been the desire of the Southeast. However, Mitsubishi intends to tilt its own vehicle resources to Guangzhou Automobile. It is understood that after the compact SUV Jinfeng settled in Guangzhou Automobile, Pajero Jin Chang will be the second domestic vehicle produced by Guangzhou Automobile Mitsubishi. In addition, there are rumors that Mitsubishi's Global Small Vehicle Global Small Vehicle will also be introduced into Guangzhou Automobile by the end of 2013, changing the statement that GAC is only Mitsubishi SUV production base.
The southeast seems to gradually fade out Mitsubishi’s strategic vision in China.
The final bet is still the SUV
For Mitsubishi, the 2012 results have been bottomed out. In 2013, Ishii’s growth prospects were pinned on the rapid expansion of Mitsubishi and Mitsubishi’s Mitsubishi imports, and both of their main products were served by SUVs.
Mitsubishi's advantage lies in the SUV. Since 2004, Beijing Jeep started to import the first full-time all-around sedans from China Mitsubishi Outlander. Mitsubishi has always had a certain brand influence in China's SUV market.
“The new Outlander and Pajero in 2013 will be the two most important pillar products for imported Mitsubishi.†In April 2012, Changze Yuchi, who took over as the general manager of Mitsubishi Motors Sales (China) Co., Ltd., took Ijida Kenji as the general manager. It is hoped that the domestic sales of Mitsubishi imported cars will reach more than 25,000. In 2012, the sales volume of imported Mitsubishi vehicles was approximately 15,000 vehicles, which was only 60% of that in 2011.
In order to maximize the advantages of Mitsubishi SUV products, this year not only will the Mitsubishi dealers be able to sell imported Mitsubishi cars, but also Mitsubishi Motors’ Mitsubishi-made domestic cars will be sold in 4S stores. According to Kuang Kuiyi, deputy general manager of Mitsubishi Motors Sales (China) Co., Ltd., as of December 18, 2012, 20 imported Mitsubishi dealers have obtained the qualification to sell Guangqi Mitsubishi. At present, Mitsubishi imports about 103 car network points.
However, the integration strategy of this sales channel excluded Southeast Mitsubishi. An insider of Mitsubishi China stated that "At present, Southeast Mitsubishi's sales of imported cars have not been approved by Mitsubishi Corporation." There are import Mitsubishi dealers also said, "have not received any news to apply for the sale of Southeastern Mitsubishi's domestic cars."
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