Mitsubishi celebrates its Golden 50 in PHL

MANILA, Philippines - Early last week, Mitsubishi Motors Philippines Corporation (MMPC) celebrated its 50 years of service and resilient business (1963-2013) in the country with a nostalgia-filled bash at the new Raffles/Fairmont Hotel in Makati. Present during the event were the company’s stakeholders, customers, media friends, VIP’s (even from rival car companies) and the loyal community. Never has the brand’s iconic triple-diamond logo been more relevant in the Philippines as the company’s milestone of 50 years of operation in the country has become a solid testament of its endurance and fortitude in the local automotive industry—establishing itself as the longest-staying automotive company in the Philippines.

MMPC’s nativity was actually in the incorporation of Chrysler Philippines Corporation back in 1963. With assembly operations immediately taking place a year after, the latter began manufacturing models such as the Dodge Colt, Minica F4, Lancer, Cimarron and a few Mitsubishi trucks. 15 years later, the name Chrysler Philippines Corporation was changed to Canlubang Automotive Resources Corporation (CARCO), and eventually 100 percent ownership was acquired by Mitsubishi Motors Corp. and Nisho Iwai Corp. (now Sojitz Corporation). Beginning in 1985, all manufacturing operations were centralized in their Cainta plant, and remains there till this day.

Come 1987, MMC and Nisho Iwai Corp. formally incorporated the Philippine Automotive Manufacturing Corporation (PAMCOR); and in 1996, with MMC becoming the major shareholder of PAMCOR, the company finally changed its name to what we now know as MMPC.

Mitsubishi has lived through many trying times in the country, including the 1970’s Martial Law era, the early 1980’s political and economic crisis (reckoned as perhaps the greatest local challenge MMPC has ever faced), and the unforgiving Asian financial crisis in the late 90’s. “Now on its 50th year, the company continues to make a big impact in the local automotive industry, despite its struggles amidst the country’s economic and political scenario,” remarked MMPC President and CEO, Hikosaburo Shibata.

The anniversary party revisited Mitsubishi’s iconic cars over the last five decades with evocative video presentations and a cool little exhibit within the ballroom premises. Manufacturing highlights were also presented by several VIP speakers, as well as the company’s outlook for the unfolding year—all amidst the festive spirit of toasting and enjoying good food and congratulating one another for a job well done.

Shibata pointed out that “Our responsibility is not only confined within the premises of our plant but transcends to the larger community. We push the Filipino nation forward as a major exporter of completely built automobiles and automotive components through our sister company, Asian Transmission Corporation.”

Mitsubishi also shared its mother company’s impressive goals of finding solutions for the world’s current environmental issues, by “leading the EV era towards a sustainable future.” Mitsubishi Motors Corporation has already, in fact, started the mass production of the new-generation electric vehicle i-MiEV in Japan and looks forward to expanding its rollout globally. Mitsubishi tickles the fancy of many-a-consumer-environmentalist in saying “around 100 years have passed since the mass production of automobiles began. Today, we see electric vehicles as the pinnacle technology that will play a crucial role in the automobile’s next 100 years. In this sense, we look forward to driving into the next 100 years with customers and stakeholders, as we work to rapidly create a low-carbon society.”