Blog

Latest Industry News

Mitsubishi in the USA

Mitsubishi Distributor in USA Reinventing Itself

The latest of Mitsubishi’s rebirths in the USA started with Nissan acquiring control of Mitsubishi in 2016.  Mitsubishi then became part of the Renault Nissan Mitsubishi alliance.  Soon after Nissan took control, Fred Diaz became head of Mitsubishi Motors North America.  Diaz had previously held positions with Fiat Chrysler Automobiles (head of Ram) and at Nissan North America.  After spending about a year in Japan, Diaz was given the job to rebuild Mitsubishi in USA.

Organization Changes at Mitsubishi  Since Diaz became head of Mitsubishi most of the senior management is new to the company or has been promoted from within.  The new management has the charter to change the thinking at the distributor and to implement innovative ways to get the  brand back into the consideration set of the North American consumer.

HQ Relocation to Nashville  Mitsubishi has announced it will move its North American HQ from its long-time Southern California base to Nashville, Tennessee by the end of 2019.  About 60 staffers out of 200 will be offered relocation packages to Nashville.  For those people moving, they will find no income taxes compared with California’s highest rate in the nation.  They will find housing prices at about 50% of Southern California.  They will find living costs about 75% of SoCal.  Gasoline prices are ridiculously cheap compared to SoCal and finally TVA electricity costs are very reasonable.MMNA Moves To Franklin_FINAL 6.25.19

It may be that those offered a transfer perceive Nashville as all big hair and country music.  They will quickly learn that Nashville is a cosmopolitan medium size city with a lot going for it.

Lewisville Mitsubishi in Lewisville, Texas a Dallas Suburb.

Mitsubishi Dealers  Mitsubishi is embarking on a Dealer Visual Identity Program to upgrade the brand’s image and improve customer satisfaction.  Of the 375 Mitsubishi dealers in the USA, about 70 have signed on to the program.  The investment in this program can range from a couple of hundred thousand dollars to millions.  Over time, MMNA plans to have a total dealer count of about 450 and to cover 90% of the major markets in the country.

The Identity program can result in a very dramatic dealership if it implemented in total.  The first example of a complete dealer upgrade was a greenfield showroom in Lewisville, Texas; a suburb of Dallas.  Lewisville Mitsubishi worked with Mitsubishi management in California and Japan to develop the catalog that dealers can select from.  This prototype effort basically used everything in the catalog and had a budget for $13.5 million.

Small Batch Mitsubishi recognizes that they cannot compete with the big boys when it comes to advertising and media dollars.  MMNA brought on Kim Gardner from Kia Motors America as their Chief Marketing Officer.  Gardner’s expertise is in digital media and they have launched a digital program they call “Small Batch”.  Small Batch focuses on carefully crafted products not mass market.  The idea is that, given Mitsubishi’s 125,000 units of sales in the USA in 2018, they should not try to attract mass market customers.  They should instead tightly focus their marketing dollars on prospects who want something different.

Small Batch YouTube spot  https://www.youtube.com/watch?v=8l55dujCEck&list=PL3SYqvN6h3eBBl_ET4OrxCYsgXcUhLJHG&index=2

Studying tech-savvy direct to consumer brands, the strategy aims to efficiently find the right prospect.  The Small Batch video has been running on social media since April, 2019 and is getting wide play.

Mitsubishi Products  Mitsubishi’s present lineup consists of three crossover SUVs and one tiny, cheap car.  The Eclipse Cross XSUV is a year old.  The Outlander Sport XSUV is getting a facelift in Fall, 2019.  The larger Outlander XSUV will be renewed in 2020.  The Mirage small car is targeted at entry level buyers who want a new product with a low price and long warranty.  Mitsubishi is pretty well positioned with its XSUVs, but dealers are crying for a pickup truck.  With Mitsubishi’s relationship with Nissan, there may be opportunity for product sharing down the road, but there nothing they are sharing at this point.

 

 

Leave comments

Your email address will not be published.*



You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Back to top

cbd oil: is hemp oil and cbd oil the same weed and back pain cbd oil medical benefits edible cbd near me where to buy cbd oil in richmond va cbd oil not working for pain leef cbd meta labs cbd oil review singapore hotels cbd oil diffuser can i vape cbd tincture true cbd cbd oil that works pure cbd oils how does cbd affect thc can cbd oil cause irritability cbd low blood pressure best cbd oil for eczema cbd shopping best cbd flower online cbd pills online cbd strains for sale cbd ultrasound images usa hemp bath bomb cbd componente en ingles best extraction method for cbd lucky turtle cbd oil best places to visit in melbourne cbd losartan maximum dose how to get less high neuro xpf cbd oil ignite smoke shop top rated cbd capsules cbl oil cherry cbd healthwise pharmacy greenville nc cbd oil lyme disease massage oil at cvs palmetto cbd compounds in cannabis accommodation in melb cbd comme des garcons hempire cbd melt synonym fda approved cbd oil companies bluebird botanicals hemp cbd oil taking cbd oil orally dosage of cbd oil for gastritis just cbd gummies 1000mg reviews aspergers cbd oil source naturals wellness shot cbd oil brands for vaping elevated wellness cbd oil for mono marijuana oils

weight loss: best foods for weight loss bariatric weight loss chart linzess weight loss workouts for weight loss effective weight loss supplements ultra fast keto boost are bananas bad for weight loss ej johnson weight loss doxycycline weight loss cirrhosis weight loss air fryer weight loss recipes weight loss quit drinking dr oz 21 day weight loss breakthrough island weight loss melbourne fl vitamin c and weight loss where to buy keto boost salt water flush weight loss pot and weight loss effexor reviews weight loss coriander seeds for weight loss best weight loss pills sold at walmart where to buy diet pills in australia two months weight loss green beans weight loss 1 week weight loss diet nv rapid weight loss pills reviews quick weight loss meals weight loss meme weight loss trend blue apron weight loss paxil side effects weight loss grapefruit diet weight loss weight loss magazines xanax and weight loss fast and easy weight loss laser lipo weight loss keely brosnan weight loss vanderbilt medical weight loss does sweating help with weight loss treadmill weight loss plan help weight loss theresa caputo weight loss 2015 weight loss pills for overweight juicing for weight loss master diet pills stimulant diet pills otc keto plus diet pills reviews glucosamine weight loss amazing diet pills that work reviews on rapid tone weight loss safe diet pills prescription kale smoothie recipe for weight loss ayurvedic diet for weight loss plan weight loss hypnosis houston best menopause diet for weight loss top ten diet pills 2016

vape: ecig vape pens cartel revenant 160 tobacco and vape near me can you get secondhand smoke from vaping what is jewel vape fake vape carts reddit cuboid vape mod uwell crown 2 nozzle alternativ vape juice smok update coily vape tool buy e cigarette liquid vape ave hookah and vape phantom vape pen tfv8 tank capacity ecig mod parts uk how much does vape juice cost quitting ecig wax pen price crown vape juice m17 smok coils zemo e cigarette make america vape again juul e cigarette stock prices how long does voopoo pod last does vaping nic salt upset your stomach concrete slab vapor barrier placement best high wattage sub ohm tank smok osub mini nex mesh can vaping cause acne yogi nic salt rafiel uwell how much is a juul pod vapor grande ecigs ebay black and purple smok alien suorin air blinking red light smok cloud machine best squonk mod 2018 taz vapor smok species case yep vape uwell crown replacement coils vandy vape trident uwell nunchaku tank leaking different vape batteries other ways to charge my voopoo mini 510 connector voopoo drag 2 charging issue drag 2 voopoo colors voopoo software not working herakles plus review voopoo firerim vaping rso

male enhancement: young man sex webmd nutrition does prozac cause acne stay hard pills at gas station is sildenafil 20 mg the same as viagra find a sex partner reptile basics promo code does sex boost testosterone mechanism of erection free testosterone booster tamsulosin hcl uses extra long dick penis pump tube poor circulation treatment vitamins can i make my penis larger penial enlargment how to tell how big your penis will be no erection causes male enlargement exercises sildenafil citrate otc natural male enhancers tian men dong homemade penis weights dns olympics meaning vig rx plus side effects loria medical male enhancement reviews boner test male supplements that work red capsule pill male enhancement wholesale viagra trial what is the average girth of a penis what is erectile dysfunction palmetto rhino solutions erectile dysfunction herbs canadian generic viagra when will viagra be over the counter viagra cialis or levitra premature ejaculation supplements sex lab aroused how to get erection naturally sex search reviews small white pill with 10 on it revatio for ed reviews overstimulation sex canadian pharmacy world reviews penis feels sore growth on penis aphrodisiac drugs trazodone sexual side effects king size pill scam dapoxetine and sildenafil super hard male enhancement pills daa max by vital labs increase sperm volume foods that enhance testosterone