Mitsubishi Motors’ ASX [aka RVR or Outlander Sport] compact SUV will soon be assembled in Malaysia as part of a strategy of strengthening presence and volume in emerging markets.
MMC currently sells fully imported vehicles in Malaysia through exclusive distributor Mitsubishi Motors Malaysia (MMM), established in 2005, with most sales volume focused on the Thai-built Triton pickup.
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“However, in order to further expand its presence in Malaysia, boosting operations in the market’s main segment – passenger vehicles – is crucial; so a first step towards this goal is to boost sales of the highly-acclaimed ASX by switching from the current Japan made import to a built in Malaysia model,” the automaker said in a statement.
MMC will collaborate with MMM which has contracted Tan Chong Motor Assemblies to assemble the ASX in Kuala Lumpur. The assembler is a subsidiary of Tan Chong Motor Holdings which promotes the development of the automobile business throughout Malaysia. Production is set to start in January 2014 with sales from February. The Tan Chong plant is expected to build at least 1,000 units in the first three months of the contract.
MMM started selling the Triton pickup in 2006 and added the Pajero Sport mid-size SUV in 2009. The Japan built ASX was introduced in 2010 and the Thai built Mirage in 2012.
MMC plans to further expand its Malaysia product line with more locally assembled and imported models.
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By GlobalDataMMC made the concentration of business resources in emerging markets a major strategic pillar of its JUMP 2013 mid-term business plan which the company announced in January of 2011. This strategy focuses mainly on strengthening MMC’s operating base in the ASEAN region. Local production and sales of the ASX in Malaysia will be one of many tactics in the implementation of this crucial strategy. MMC will work to strengthen its operations by improving and firmly cementing the Mitsubishi Motors brand in emerging markets with promise of future growth.
