August 13, 2002
Mitsubishi to enter Mexican market in 2003 with help from DaimlerChrysler
Mexico City, Mexico – Mitsubishi Motors America, Inc. (MMA), announced today that it will begin marketing Mitsubishi-brand vehicles in Mexico in 2003 through its alliance with DaimlerChrysler.
DaimlerChrysler Mexico will select a group from its 122 Chrysler dealers throughout Mexico to sell Mitsubishi-brand vehicles. Mexican Chrysler dealerships selected to distribute Mitsubishi vehicles will build separate showrooms adjacent to their existing facilities and will provide all sales personnel with extensive product and customer service training.
“Mexicans purchase more than 900,000 new vehicles every year, making this a critical market for Mitsubishi Motors’ global expansion,” said Pierre Gagnon, president and chief executive officer, MMA. “We will offer Mexican consumers value through competitive pricing, as well as quality, reliability and style. We expect dealers to be open by January 2003, selling most of our line up of vehicles.”
“Mitsubishi has a very strong brand and an exciting line of spirited products,” said Miles Bryant, president, DaimlerChrysler Mexico. “Drawing upon our global alliance with Mitsubishi Motors Corporation, we expect Mitsubishi-brand vehicles to complement our existing line of DaimlerChrysler products and provide Mexican consumers with a wider range of choices in many important segments.”
In the United States, Mitsubishi has achieved three consecutive years of record sales, profits and brand awareness. From 1998 to 2001, U.S. sales increased 69 percent and are up 16.2 percent year to date, putting the company on track for a fourth consecutive record year. Mitsubishi is expecting its momentum to carry over into expansion plans throughout North America.
“Our North American growth strategy is moving at an extraordinary pace,” said Steve Torok, executive vice president of international car operations for Mitsubishi Motors Corporation (MMC) in Tokyo. “Our continued success throughout the United States, Canada and Mexico is critical for Mitsubishi’s global ambitions.”
Mitsubishi will enter the Canadian market next month, well ahead of schedule, with more than 30 dealers open for business. Mitsubishi’s plan for Canada anticipates a first-year sales volume of 20,000 vehicles and a network of independently owned and operated Mitsubishi dealerships that will grow from 51 stores in 2003 to 150 by 2007.
DaimlerChrysler started operations in Mexico in 1938. The products that it manufactures, imports and markets, with the brands Chrysler, Dodge, Jeep, Mercedes-Benz Automobiles, Freghtliner and Sterling, are sold in the Mexican market through 186 authorized dealers in the country.
More information about DaimlerChrysler in Mexico can be found at.