Mitsubishi 2008 Annual Report Download - page 21

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19
annual report 2008 mitsubishi motors corporation
Brazil
฀฀฀฀฀฀฀฀฀฀฀฀฀฀
and other resources. Total vehicle demand grew 27.8% year on year to 2.46 million units in 2007,
surpassing the 2 million unit level for the first time in the nation’s history, and thereby resulting in
฀฀฀฀฀฀฀
Establishing Mitsubishi Motors as a Premium Brand
by Focusing on SUVs and Pickup Trucks
In the Brazilian market, MMC sells imported built-up
vehicles and locally produced models through MMC
Automotores do Brasil Ltda. (MMCB). MMC has estab-
lished itself as a premium brand through a product strategy
focused on SUVs and pickup trucks in parallel with partici-
pation in various motor sports using these same models.
MMC will continue to position Brazil as a core market
for business in Latin America. Following the new
L200
(Triton)
one-ton pickup truck, for which local production
commenced in October 2007, MMC will augment its lineup
with attractive models for a broader range of customers,
mainly by rolling out more variations of locally produced models and launching new imported built-up vehi-
cles. Furthermore, the company is carrying out a strategy of enhancing support for the local production and
sales company with the aim of sustaining and enhancing its brand image and further expanding sales.
Enhancing the FFV Lineup to Capitalize on Rapid Growth in the FFV Market
Specifically, MMC is accelerating the development and production of flex-fuel vehicles (FFVs) that run on
gasoline, ethanol or any combination of these fuels, as our top priority in the Brazil market. FFVs accounted
for 81% of total new vehicle sales in Brazil in 2007, up from 3.5% in 2003. The
Pajero TR4 Flex
FFV
, jointly
developed with MMCB, went on sale in July 2007, becoming Brazil’s first “true 4WD” FFV. Boasting a sales
volume of 7,500 units in its first year on the market, the
Pajero TR4 Flex
FFV
went on to achieve 25% year-
on-year growth in fiscal year 2007. Having proactively captured this market opportunity, MMC will continue
to upgrade and enhance its FFV lineup.
Total Vehicle Demand in Brazil and Share of FFVs
(Calendar year)
07
06
05
04
03
2.46
1.93
1.71
1.63
1.38
81
74
47
20
3.5
■ Total demand
■
Share of FFVs
(Million units/%)
PHOTO ON LEFT PAGE:
ASSEMBLY PLANT OF LOCAL
BRAZILIAN PARTNER MMCB
PHOTO ON RIGHT PAGE:
AN ANNUAL SERIES OF MOTOR
SPORTS EVENTS HELD BY MMCB
(PHOTO BY THOMAS KREMER)