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Southeast Motor Co., which has been relying on its own brands in the commercial field, has shifted its focus to the Mitsubishi brand. The Mitsubishi Zinger, which will soon be mass-produced, went offline. The Mitsubishi brand's emphasis on Southeast Asian commercial vehicles has become increasingly apparent.
Although the Southeast investment in its own brand has been supported by Mitsubishi, the decline in the strength of its own brand has made the South-Eastern brand, which has been a leader in the commercial vehicle sector ten years ago, no longer.
According to statistics from the National Association of Passenger Vehicles, the sales volume of southeast autos in 2007 was less than 50,000 vehicles. In the first half of 2008, South East Motor sold a total of 20,933 vehicles, while sales of Fulica and Delica were less than 2,000 units in total. This is in contrast to the situation in the early years of 2002 when many cars of the Southeast Asian Auto Company’s self-owned brands dominated the commercial vehicle market. Since the beginning of the year, the sales of the two vehicles, the Fulica and Delica, have begun to decline at more than 30%.
Even so, South East Motor Co., Ltd. decided at the beginning of this year that its own brand will be the main economic vehicle and the Mitsubishi brand will adopt the middle-to-high end strategy. However, developing its own new models and meeting the balance of production, sales, and profit are not the strengths of the southeast. Therefore, relying again on Mitsubishi products and technologies has become a more convenient way to get out of trouble in the southeast. This reliance began to take the MPV market as the first breakthrough.
Mitsubishi Zinger is just the first step in the southeast. The car will compete with mid-end MPV and JAC Refine. In addition, according to Mitsubishi's mid-term business plan “StepUp2010†for the next three years, the company will continue to expand its business in China. In addition to the new Lancer Evolution, Mitsubishi will launch six new cars in China in the next three years.