In recent years, Chinese automotive manufacturers have been making significant strides and increasing their presence in the Southeast Asian market.
Amidst this fierce competition, Mitsubishi remains confident in its position, asserting that it stays one step ahead of Chinese competitors in the ASEAN region due to several crucial factors. These include an extensive service network, superior resale value, and vehicles designed to meet the specific needs of Southeast Asian consumers.
According to Mr. Tatsuo Nakamura, Executive Vice President of Mitsubishi Motors, Chinese automakers, being new entrants to the market, will need time to establish an after-sales service network comparable to that of established brands like Mitsubishi. Only by providing reliable warranty, after-sales service, and repair can they gain the trust and confidence of customers.
Meanwhile, in their domestic market, Chinese automakers are engaged in a fierce price war. Deep discounts offered by dealerships in China have led to anger and a loss of trust among previous car buyers. This has also impacted the used car market. In contrast, Mitsubishi maintains its advantage with more stable vehicle values over time.
Mitsubishi consistently analyzes and understands the Southeast Asian market, launching vehicles such as the Xpander and Xforce, which are tailored to the region’s needs. These models are equipped with robust suspension systems to handle rough roads and have higher ground clearance, making them suitable for challenging terrain and weather conditions like floods.
Unlike Chinese automakers, who are heavily focused on electric vehicle development, Mitsubishi prioritizes hybrid technology. The company recognizes that the Southeast Asian market faces infrastructure limitations regarding charging stations, making consumers hesitant to invest in electric vehicles.
TH (Tuoitrethudo)
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