Mitsubishi’s International crisis affected the Indian operations as well

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After the launch of the Montero SUV earlier this year, Mitsubishi will launch close to five models in the next one year! Leading the way is Outlander, which will take on Honda CRV and Suzuki Grand Vitara in the high potential soft roader segment! Next, the company plans to launch the latest edition of its sedan Gallant, which will compete with the likes of Honda Accord, Hyundai Sonata and Skoda Laura. Mitsubishi is also looking at the feasibility of introducing a sub- 1000cc car for the expanding entry level car segment in India. The Hindustan Motors spokesperson reiterates, “The market is booming and we are a global player. Undoubtedly, we want to have a larger market share by offering more products. A larger portfolio will naturally lead to bigger marketing.” Launches apart, what Mitsubishi needs is a new branding exercise, one that can rejuvenate brand Mitsubishi in India. While a slew of new launches will definitely up its ante in the Indian mart, but that is not sufficient for the brand! Unless Mitsubishi can unravel its branding mystery, it can bid adieu to the Indian milieu, and forever!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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