Mitsubishi 2003 Annual Report Download - page 7

5MITSUBISHI MOTORS CORPORATION
Question: What do you think are the special qualities of MMC and Mitsubishi cars?
There are many qualities but let me mention just three.
First, MMC has a long and illustrious history built on a strong tradition of developing world-class technology. We have
always been a company with a clear engineering philosophy geared toward making products with a distinctly craftsman-
made type of appeal. MMC yearns to make cars of genuine individuality, cars that appeal to customers with high expecta-
tions around the world. You can get a sense of this craftsmanship from the unrivalled success that Mitsubishi cars have
enjoyed in rallies around the world. Essentially, Mitsubishi cars have always emerged from a challenging, sporty culture,
one that still defines us to this day.
Second, we are creating a distinct brand identity through, for example, the use of common styling elements in all our
models. The triple diamond logo forms a central part of this new look. And, from bonnet to tailgate, all our new models
describe a beautiful, dynamic silhouette in profile, as if they had been created with the single stroke of a pen. The designs
are simple but also passionately exciting, evoking the keywords that inspire them—“cool and emotional.” One design ele-
ment is referred to as “Japanese modern.” MMC is a Japanese company, so we believe that our cars should reflect the
beauty and chic of modern Japan. We will market them globally, and we are convinced that they will appeal to customers
around the world. Compared to European or American vehicles, or to the Western styling that other Japanese auto manu-
facturers routinely adopt, I think our emphasis on a modern, sporty, Japanese design ethos will help to differentiate our cars
and to boost Mitsubishi brand awareness globally.
Third, we are different because of the strongly international mix of our workforce. As well as Japanese, Germans and
Americans, we also have French, Chinese, Australians and other nationalities among our staff in Japan. The numerous inter-
national projects in Europe, the U.S., Mexico, China, and elsewhere that we work on with our alliance partner also illustrates
our global outlook. This allows us to make the most of creativity, expertise and other human qualities. When you have this
kind of confluence of variety, it is easy to come up with fresh and spirited ideas. Nationality and age become largely irrel-
evant when you have to face a major challenge together. What is important is to make a success of the business, which in
our case means providing customers with the best cars. In this challenge, each of our employees around the world is one
member of a huge team. MMC is fortunate to have many international teammates of various nationalities working together
and creating the new MMC.
Chairman Sonobe and President & CEO Eckrodt