Mitsubishi 2002 Annual Report Download - page 7

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5
What is the new appeal that you are bringing to customers? How do you
want the MMC brand to be perceived?
ANSWER
The main change is captured in our new phrase, “Spirited Cars for Spirited People.” First, this says that we
must make cars designed more for the needs of the people who drive them—and not the other way around,
as MMC was sometimes doing in the past. Second, it captures the energy, flair and sporty feel that we are
putting into our new cars. And third, it expresses the renewal of our company and our way of thinking.
In terms of brand identity, we want to build cars that have a broad-based appeal across customer seg-
ments, but which also have a strong Japanese feel. This will help differentiate our brand and expand sales.
We are already seeing the early effects of this stance in the success of our
EK-WAGON
mini car in Japan,
which was launched after the October 2001 Tokyo Motor Show and sold over 100,000 units by May 2002,
much more than we had projected. The same approach is also reaping rewards in the U.S. market, where
we have the brand with the broadest appeal, particularly among younger customers and different ethnic
groups. Actually, we have the youngest customer base in the U.S. This spells huge growth potential. I think
this combination of accessible design with Japanese flair will be appreciated around the world. I think our
customers will really start to notice the difference over the next year as we launch new products.
We have to continue our restructuring, but this is only a repair of the past. The real business comes from
products and markets, and this is why we need to become a strongly market-driven enterprise. We really
have to look hard at customers and their needs. We also have to take a long look at our competitors in the
marketplace so that we can be faster and more innovative.
QUESTION