Mitsubishi Fights Back: Outpacing China in Southeast Asia
Tatsuo Nakamura, Mitsubishi Motors' executive vice president, expressed confidence in the company's ability to compete against Chinese automakers in Southeast Asia, particularly in the Philippines, Vietnam, Indonesia, Thailand, and Malaysia. Speaking to Nikkei Asia, he highlighted Mitsubishi’s strong presence in the region, with an extensive network of over 680 sales and service outlets, as a key advantage. He also emphasized that Mitsubishi vehicles retain their resale value better than Chinese electric cars.
Between April and December 2024, Mitsubishi held a 19.3% market share in the Philippines, making it the top-performing market. In Vietnam, its share stood at 13.3%, while in Indonesia, it accounted for 8.2% of the market.
Southeast Asia, including Thailand and Malaysia, is projected to contribute around 30% (approximately 249,000 units) to Mitsubishi’s total expected sales of 848,000 units for the fiscal year ending in March 2025. In 2024, Mitsubishi manufactured 450,399 vehicles in Asia, with its Thai and Indonesian plants producing 48% of the company’s total output for the year.
Mitsubishi has tailored models like the Xpander and Xforce to meet ASEAN-specific needs. These SUVs feature spacious interiors for large families, robust suspension systems designed for rough roads, and sufficient ground clearance to handle tropical downpours and floods common in the region.
In terms of electrification, Mitsubishi’s ASEAN lineup remains limited to hybrid versions of the Xpander and Xforce. Given the scarcity of charging infrastructure compared to fuel stations, the company believes that high fuel efficiency is a more practical solution for customers in this market.
The Xpander is a key Mitsubishi model in the Southeast Asian market.
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