Mitsubishi 2004 Annual Report Download - page 16

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14
OVERVIEW
In fiscal 2003, MMC focused domestic operations on achieving the highest sales quality in the industry based on the
slogans “Customer First” and “Independent Sales Network.” The Company pushed forward with a renewal of dealer-
ships at sales companies throughout Japan in an aim to create dealerships with a new, unified corporate identity that
evokes a bright, open feeling. At the same time, efforts were redoubled in basic marketing activities to emphasize the
customer. As a result, MMC significantly improved its ranking from below the industry average to above it in the sales
satisfaction index (SSI) survey for Japanese automobiles conducted by JD Power Asia Pacific, Inc., an international
company specializing in market research and consulting on customer satisfaction. First-half sales were boosted by the
release of the new GRANDIS in May 2003. In the second half of fiscal 2003, the Company enticed customers to visit
its dealerships through a nationwide campaign combining marketing and services. As a result, sales volume in fiscal
2003 increased year on year for the first time in eight years, rising 1% to 359,000 cars.
However, MMC’s domestic operations are faced with its most challenging operating environment to date. The
Company’s corporate image was tarnished by directives to repair large-sized vehicles made by MMC in the past, as well
as a series of quality problems that were inadequately addressed in 2000 with the recall of automobiles. As a result,
MMC has lost the trust of its customers, which has inevitably led to an adverse effect on sales. MMC must now make
significant efforts in order to reverse this trend.
CUSTOMER-CENTERED SERVICES
Under these circumstances, MMC is making every effort to restore the trust of customers in its products. The
Company is promptly communicating its current conditions to all customers in order to eradicate their concerns and
gain their understanding and trust. Furthermore, MMC is working as swiftly as possible to address repairs from the
recall, and is offering free inspection services to all customers driving Mitsubishi cars. The Three-Year Full Support
Program, offering free inspections and 24-hour roadside services, was launched for customers seeking to buy MMC
vehicles, to ease any concerns they might have.
Next, the Company is working to rebuild its sales structure and establish a sales cycle centered on customers.
MMC will release automobiles in the Mitsubishi Motors DNA image of power, durability and sporty looks while taking
DOMESTIC OPERATIONS
By the second half of fiscal 2005, MMC aims to have
returned to a profitable structure by implementing
thorough cost reduction measures while maintaining
and strengthening its sales capabilities.
FUJIO CHO
Managing Director
Head of Domestic Operations