Mitsubishi Mirage: Proudly Philippine-made
Officials from the Philippine government led by President Rodrigo Duterte and executives from Mitsubishi Motors Corporation led by its President, Chief Executive Officer (CEO) Osamu Masuko prepare to unveil the first locally manufactured Mitsubishi Mirage G4 under the government’s Comprehensive Automotive Resurgence Strategy (CARS) program.
MANILA, Philippines — As the only carmaker with a continuous presence in the country for the past 50 years, Mitsubishi Motors Philippines Corporation (MMPC) has stepped up its commitment to the country by assembling the Mirage and Mirage G4 at its 21-hectare assembly plant in Sta. Rosa City, Laguna under the Philippine government’s Comprehensive Automotive Resurgence Strategy (CARS) Program.
With the Mirage and Mirage G4 responsible for boosting MMPC to become the Number 2 player in the Passenger Car category, the Japanese automaker is committed to produce and market 200,000 units of their well-received sedan and hatchback over a six-year period. Furthermore, the automaker is also investing heavily to expand its assembly capacity and support facilities.
The CARS Program is a fiscal-capped, time-bound, and performance-based program devised by the government to help elevate the Philippine automotive industry. It is specifically implemented to transform the Philippines into an automotive manufacturing hub in the region. By meeting all of the government’s requirements under the CARS Program, the manufacturers enrolled in the program will receive incentives.
After unveiling the ceremonial model of the locally produced Mitsubishi Mirage G4, President Duterte and MMC President, Chief Executive Officer (CEO) Osamu Masuko walk around the car to inspect it.
Last February, MMPC presented the first Philippine-made Mirage G4 sedan to President Rodrigo Duterte. The ceremony was attended by Mitsubishi Motors Corporation (MMC) President, Chief Executive Officer (CEO) Osamu Masuko, Sojitz Corporation Vice Chairman Shigeki Dantani, and MMPC President and CEO Yoshiaki Kato.
It was only in June of last year that MMPC’s application to participate in the CARS Program was approved by the Department of Trade and Industry’s Board of Investments. Since then, MMPC has gone full speed, groundbreaking a new stamping shop at MMPC’s Santa Rosa facilities. Furthermore, in October, Masuko signed a Letter of Intent with the Philippine government dignitaries witnessed by President Rodrigo Duterte himself. The Letter of Intent reconfirms both parties’ commitment to the CARS Program and to the contribution of the Philippine automotive industry under the Duterte administration. MMC has invested P 4.3-billion to support this program.
MMPC’s participation in the CARS Program is expected to significantly contribute to the local automotive industry and economy. Under this program, MMPC is poised to create more jobs not only for the company, but also to its local parts suppliers. In fact, MMPC has just recently started a second shift for the local production of the Mirage and Mirage G4. A total of 500 assembly workers were added to support this second shift operation. Additional manpower will be required when the stamping plant is operated by early 2018.
President Duterte and MMC President, Chief Executive Offficer (CEO) Osamu Masuko pose for photos inside the Mitsubishi Mirage G4.
Apart from spurring growth in the Philippine economy, MMPC’s participation in the CARS Program would mean that the Mirage and Mirage G4 would be made even more competitive. The Japanese automaker believes that both units can be spec’d to carry more comfort and convenience features which are more tailor-made for the Philippine market. And as the stamping plant comes online, the price of both vehicles may become more affordable.
The localization of the Mirage models will further enhance MMPC’s performance with the robust demand for these passenger cars. Clearly, MMPC aims to fully contribute to the steadfast growth in the automotive industry and fulfill its role in nation-building.
