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Mitsubishi Australian CEO Gives A Frank Assessment

Mitsubishi Australian CEO

William Maley
Staff Writer - CheersandGears.com
August 24, 2012

We do appreciate when a CEO of an automaker is completely honest and frank. But there are times when we're just wondering if a CEO's comments are crossing a line.

Case in point, the new CEO of Mitsubishi Australia, Mutsuhiro Oshikiri.

"The product is old ... and the prices are too high."

Oshikiri became the new CEO of Mitsubishi Australia just ten weeks ago and is eager to get a better grasp of what the brand needs to do for buyers to consider them.

"I don't know why people buy a Mitsubishi. That is a simple question, difficult answer that I have to think about for the next three or four months. What is the benefit? Why do we have to be here? What is the future? I have to find out."

Oshikiri's comments might be seen as defamation, but they're more introspective about where the company stands.

Source: The Sydney Morning Herald

William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.
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12 Comments

I think this man is SPOT ON! A CEO must be blunt and challenge the established thinking when you clearly see your company/product line being way over priced and out of touch with the current market.

Sadly, I do not see Mistu surviving as a stand alone car company. I know they have deep pockets from other divisions to pull on, but will the over all Chairman of Mistubishi Heavy Industries want to continue to dump money into it or would it be better to merge with Mazda and build a broader product portfolio?

I think the CEO should be looking at a partner to lower development costs and grow the product portfolio into something more desirable.
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I don't see how Mitsu continues to hang on in the US..they don't have any distinctive product (the Evo is gone now also, isn't it)? A few bland FWD cars and crossovers that aren't any better than what is offered from the competition...
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I don't see how Mitsu continues to hang on in the US..they don't have any distinctive product (the Evo is gone now also, isn't it)? A few bland FWD cars and crossovers that aren't any better than what is offered from the competition...


The Reason they really need to merge with Mazda, they both have technology that can benefit each other and build some great cars. Just gotta do something better with their lost SkyActive Technology marketing.
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not all global companies need the US as a primary market.....this is a fact a lot of the auto rags and press do not comprehend
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I think this man is SPOT ON! A CEO must be blunt and challenge the established thinking when you clearly see your company/product line being way over priced and out of touch with the current market.

Sadly, I do not see Mistu surviving as a stand alone car company. I know they have deep pockets from other divisions to pull on, but will the over all Chairman of Mistubishi Heavy Industries want to continue to dump money into it or would it be better to merge with Mazda and build a broader product portfolio?

I think the CEO should be looking at a partner to lower development costs and grow the product portfolio into something more desirable.


Agreed!
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I am glad he said what he said. What is Mitsubishi's unique selling point? Why SHOULD anyone buy a Mitsubishi? Merging with Mazda may or may not address this issue. TIme for a rethink.
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I don't see how Mitsu continues to hang on in the US..they don't have any distinctive product (the Evo is gone now also, isn't it)? A few bland FWD cars and crossovers that aren't any better than what is offered from the competition...


No, the Evo is still around.. Just not very many people want a $35 to $45k sport compact
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AT 45K, a Boss 302 Mustang trumps every evo ever built.

Esp. if you get the Laguna Seca edition....
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Great to see Mitsu is starting to admit that producing tonnes of d*ck and having it ride on the reputation of an AWD compact that was cool in Gran Turismo 3 is not good product strategy.
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Damning with faint praise: new Mirage is nowhere near as nice as old one.
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Damning with faint praise: new Mirage is nowhere near as nice as old one.


That is they are looking at ways to build and sell a product so like GM did in the 80's and 90's with many product lines, cheapin up the product and they think it will still sell just as good on the name alone. Yet they are sadly out of touch with society.
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cheapin up the product and they think it will still sell just as good on the name alone.


Is it really, actually possible to cheapen up a Mitsubishi product further?
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