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September 3, 2009

THAILAND: Mitsubishi repositions ahead of tough competition

Mitsubishi Motors Thailand has repositioned its line-up ahead of expected tougher competition in the market later this year.

Mitsubishi Motors (Thailand) has repositioned its line-up ahead of expected tougher competition in the market later this year.

The company expects Nissan Motors Thailand will introduce its eco-car model late this year with Mazda Sales (Thailand) also to launch the Mazda2 in Q4. Ford is expected to introduce the new Fiesta in the first quarter next year.

Mitsubishi says it is repositioning its Lancer Cedia to expand its customer base into the subcompact or B-car segment to compete head-on with the Toyota Vios and Honda Jazz, and also cover the compact or C-car segment to compete with the Toyota Altis , Honda Civic, Mazda 3, Ford Focus and Nissan Tiida.

As a result, it has reduced the prices of all variants of the Lancer Cedia by 62,000 to 67,000 baht, bringing them close to those of rival brands.

Analysts say the repositioning also reflects an attempt to deal with extended inventory following some slump to demand.

Mitsubishi Motors’ car sales fell 33.6% year-on-year to only 1,656 units in the first seven months, worse than the 12.4% decline of the overall passenger-car market, according to the industry figures compiled by Toyota Motor Thailand .

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