Mitsubishi Motor Sales of America (MMSA) plans to enter the Canadian market in 2003 through Mitsubishi Motor Sales of Canada. Despite the size and affluence of Canada, it is the one major market the Japanese automaker has not yet contested.
Mitsubishi will offer Canadians a full line of eight passenger cars and sport-utility vehicles similar to the U.S. range, some of which are produced in Illinois.
“Canadians purchase approximately 1.5 million new vehicles a year, making this one of the world’s top 10 automotive markets and a natural choice for Mitsubishi Motors’ global expansion,” said Pierre Gagnon, executive vice-president and chief operating officer, Mitsubishi Motor Sales of America.
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Mitsubishi expects to begin selling cars in Canada in early 2003, with a goal of opening 51 dealerships in the first year, growing to 150 dealerships within five years.
At that level, the dealer network would result in the creation of approximately 6,400 new jobs.
The company projects sales in Canada of 38,000 new vehicles annually by the end of 2007, giving Mitsubishi an estimated two-percent share of the Canadian new vehicle market.
In 2002, the Mitsubishi North American product line will also include an all-new compact car to be unveiled at the New York Auto Show next April 2001 and a new sport-utility vehicle based on the ASX concept car unveiled at the Detroit motor show and currently on display at Geneva.
Randy Sears is being appointed senior vice president and general manager of Mitsubishi’s new Canadian operations. He’s currently MMSA’s regional director for the North Central region.
