Mitsubishi 2002 Annual Report Download - page 33

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31
istry of Land, Infrastructure and Transport, having surpassed the 50% emissions-reduc-
tion standard in 2000. The emissions performance of the new version also qualifies it for
special purchase tax reductions introduced by the government as a tax incentive to en-
courage a shift towards more eco-friendly vehicles.
Despite the various introductions of new models, sales of MMC vehicles suffered amid
the general market downturn. Total shipments of passenger cars, including mini cars,
declined 7.7% year on year to 468,000 units.
INTERNATIONAL OPERATIONS
Exports of passenger cars by MMC fell 19.4% in the year ended March 2002 to 354,000
units. Sales in overseas markets accounted for 67.2% of consolidated net sales. In vol-
ume terms, sales remained virtually on a par with the previous year, at 899,000 units.
North America
Partly influenced by the September 2001 terrorist attacks, total auto sales in the U.S. (rep-
resenting the combined sum of passenger cars and small commercial vehicles) dipped
1.3% year on year during calendar 2001 to 17,121,000 units. MMC enjoyed a strong sales
performance as the result of exceptionally clear brand positioning combined with height-
ened brand awareness. The MMC customer base in the U.S. is skewed toward a younger
demographic, and the brand also enjoys support among a diverse variety of ethnic groups.
Based on this favorable brand profile, sales of MMC vehicles grew steadily during the year.
Boosted by the launch of models such as the new
LANCER
, the
MONTERO
, and the
ECLIPSE SPYDER
, Mitsubishi Motor Sales of
America, Inc. (MMSA) posted sales up 2.5% to 322,000 units. The
OUT-
LANDER
(marketed as the
AIRTREK
in Japan) is due to be launched in
the U.S. market in the autumn of 2002.
Production volumes at Mitsubishi Motor Manufacturing of America, Inc.
(MMMA) were negatively affected by the economic downturn, dropping
12.9% year on year to 194,000 units.
Europe
Total auto sales in Europe were flat at 16,681,000 vehicles. Mitsubishi
Motors Sales of Europe B.V. (MMSE) recorded a decline in sales of 17.6%,
to 213,000 units, despite a strong sales performance from the
SPACE
STAR
minivan, which rose 12.6% to 43,000 units. Demand in major Eu-
ropean car markets was as follows: in Germany, total sales declined 1.2%
to 3,616,000 vehicles, while sales of MMC vehicles fell 24% to 39,000
units; in Italy, total sales declined 1.0% to 2,686,000 vehicles, while sales
of MMC vehicles fell 7% to 24,000 units; in the U.K., total sales increased
10.7% to 2,838,000 vehicles, while sales of MMC vehicles rose 22% to