Mitsubishi 1999 Annual Report Download - page 28

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North America
Mitsubishi brand car sales in North America were 190,515
units in fiscal 1998, an increase of 1% over 1997. This per-
formance was helped by the introduction of the new Galant
model in August 1998, and by continuing strong sales of the
Montero Sport and Eclipse Spyder models.
Mitsubishi Motor Sales of America, Inc., the company's
sales unit in the United States, returned to profitability, and
moved onto a much firmer financial base in fiscal 1998. This
was the result of a new marketing strategy introduced by
chief operating officer Pierre Gagnon, designed to get closer
to dealers and the customer.
MMC enjoyed sales growth in North America, Europe and
Australia, together with record exports from its global pickup
truck production hub in Thailand. The GDI eco-engine
helped increase sales in environmentally-aware Europe. The
company's units in North America, Europe and Thailand all
returned to profitability in fiscal 1998.
Total industry exports from Japan in fiscal 1998 were
4,519,289 units, 3.3% down on 1997 and the third fall in as
many years. This was mainly due to declines in shipments to
Asian, and Central and South American markets.
MMC export shipments totaled 511,409 units, a drop of
8.2% on 1997. Shipments to the United States and to Central
America rose by 13% and 20% respectively. Shipments to
Asian and to South American markets fell by 52% and 18%
respectively.
MMC production overseas was 592,595 units, a drop of
21% on 1997. Production rose by 12% at NedCar in Europe,
but fell by 13% in the United States, and by 42% and 31% in
Asia and Australia respectively.
Sales of trucks in the United States, Europe and Australia
were encouraging. While sales volume dropped in the eco-
nomically-stricken countries of Asia and the ASEAN block,
MMC secured a 50%-plus share of the market in Indonesia
and Taiwan.
Operational review
26
(1,000 units)
Africa & Middle East
Central &
South America
Oceania
Asia & ASEAN
Europe
North America
Japan
0
500
1,000
1,500
2,000
9897969594
1,625
1,803
1,846
1,843
1,792
Global sales
Production outside Japan
OthersOceania
Asia & ASEANEuropeNorth America
0
200
400
600
800
1,000
9897969594
594
801
716
683
591
(1,000 units)
Pajero Pinin debuts at 1999 Geneva Motor show
International operations