Mitsubishi 2010 Annual Report Download - page 15

Establishing a New Business
Model—Our Primary Focus Today
A New Historical Milestone
Target to Raise Production of Electric
Vehicles and Plug-in Hybrids to 20% or More of Total Production
by 2020 Guides Our Internal Operations
Launching the i-MiEV and Establishing the EV Business Office
Around the year when the i-MiEV was introduced, the focus of social and customer interest began shifting notice-
ably toward electric vehicles as the ultimate next- generation cars. The appearance of the i-MiEV triggered tremen-
dous interest in both the electric vehicle business and in the new social systems that such cars could lead to.
These considerations prompted MMC to set up the EV Business Office in August 2009 to specialize in manag-
ing the overall profitability of the electric vehicles business, as well as to formulate business strategies and explore
and propose related new operations.
Since then, we have focused on trends in electric vehicles from the diverse perspectives of society and customers,
national governments, the automobile and electric power industries, suppliers, venture businesses, and other stakehold-
ers. We have also tackled issues more swiftly, notably those of domestic and overseas sales strategies and alliances.
Most of the people in the EV Business Office formerly worked in the MiEV Business Management Office, but
we increased staffing, which included taking on employees who had never been involved with electric vehicles. I
think that new ideas from such people is complementing MMC’s more than 40 years of experience in electric vehi-
cle R&D so the company can enter uncharted territory.
I think that automobiles will play diverse roles in society over the next 100 years. MMC recognizes that the
electric vehicle will be a pinnacle technology that will take center stage as the century unfolds. This is why we
launched the i-MiEV. In my estimation, the launch of the i-MiEV in fiscal 2009 constituted a new historical milestone
for MMC in firmly establishing the electric vehicle business.
Mitsubishi Motors Group Environmental Vision 2020 (see page 28 for details)
MMC announced the Mitsubishi Motors Group Environmental Vision 2020 on June 5, 2009, which was also World
Environment Day, with a stated objective of “Leading the EV Era, Towards a Sustainable Future.” As part of this,
MMC has a target to raise production of electric vehicles and plug-in hybrids to at least 20% of its total production
by 2020. Our electric vehicle business will remain very important over the medium and long terms.
In-house operations are being aligned toward this target. The EV Business Office has simultaneously undertaken
several minor and major projects in new areas over the past year, and we have progressed steadily with collaboration
from internal divisions. Having the shared target has been a powerful driving force for action inside MMC.
Yoshikazu Nakamura
Corporate General Manager of the EV Business Office
Yoshikazu Nakamura is corporate general manager of the EV Business Office. His
responsibilities include overseeing business strategies and feasibility for MMC’s electric
vehicle operations. Mr. Nakamura explains the business model MMC is pursuing and his
current key initiatives.
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MITSUBISHI MOTORS CORPORATION Annual Report 2010