The strategies include a renewed focus on the dealer network and customers as well as the launch of a variety of new models, with the aim of increasing sales and market share.

The company is hoping to continue building on the foundation it laid in 2022 which saw a roll-out of new and updated models. It included updates to the popular ASX, Pajero Sport Aspire, Xpander, Triton Heritage Edition as well as the roll-out of single cab Triton models.

Globally, Mitsubishi’s current mid-term plan focuses on steadily implementing structural reforms, enhancing growth and focusing on profitability with a target of selling 1.05 million cars during the 2023 financial year.

Mitsubishi Motors South Africa said it remained committed to improving product competitiveness through product positioning and offering. It will place renewed focus on building brand affinity and assisting dealers by way of lead generation.

“Mitsubishi understands that the dealer network is the heartbeat of the business and will be increasing the dealer network. A salesforce retention programme is also being developed to assist with attracting and retaining quality salespeople,” said Jeffrey Allison, General Manager: Marketing at Mitsubishi Motors South Africa (MMSA).

“In recognition of the significance of our dealer network, we have improved the contribution to dealer income and strive to offer a stable and consistent stock supply across our range. As a celebration of our dealer network, we will re-introduce the dealer of the year and diamond club,” added Allison.

The company will also be developing a commercial vehicle range as well as increasing throughput through cross border, fleet and rental channels.

Mitsubishi believes that several trends will impact the new car market this year. According to the company, some of these trends include improvements in production output and lower logistics costs, which will most likely lead to an oversupply of vehicles in the SA market. This, combined with rising fuel prices, increased raw material costs and current dollar strength will lead to increased vehicle prices.

“The rising cost of living is eroding middle class disposable income while low GDP growth will impact business-to-business buying power,” said Allison.

A renewed focus on customers will also see Mitsubishi Motors South Africa launch customer loyalty programmes as well as a number of initiatives aimed at enhancing customer satisfaction.

“Despite these challenges, Mitsubishi Motors South Africa believes that there is still room for growth in the segments that we compete in and will continue to offer our customers the latest in terms of product, while remaining true to the values that make Mitsubishi products what they are,” concluded Allison.