Mitsubishi ready to break Toyota's domination this year<\/p>\n
MITSUBISHI could be set to break Toyota's 11-year stranglehold
\non market leadership in Indonesia this year.<\/p>\n
According to industry records, to the end of September,
\nMitsubishi had edged out its Japanese rival by selling 54,613
\nvehicles compared with Toyota's 54,455.<\/p>\n
While Mitsubishi sales have increased, Toyota has seen its
\nfortunes fall as a tighter monetary policy, the Timor national
\ncar and a proliferation of other small sedans have bitten hard
\ninto its sales figures.<\/p>\n
The vice president director of Mitsubishi's local distributor,
\nPT Krama Yudha Tiga Berlian Motors, Herman Latif, said the
\ncompany had increased its market share from about 20 percent last
\nyear to about 25 percent this year, while Toyota had fallen from
\nabout 27 percent to 25 percent.<\/p>\n
Herman said although Mitsubishi had led the market for the
\nentire year, it would be a close call for the 1996 winner and
\nthere was likely to be little more than about 100 vehicles
\nbetween the two companies at year's end.<\/p>\n
While Mitsubishi has maintained sales in the passenger car
\nmarket and grown its commercial share, Toyota has lost in both
\nareas with Corolla sales falling from 861 vehicles in January to
\njust 261 in September.<\/p>\n
However, the major blow to Toyota has been the significant
\ndrop in sales of Kijang which have been reflected in an overall
\nfall in this sector of the market.<\/p>\n
The Association of Indonesian Automotive Industry reported
\nthat sales of these category one vehicles, which make up more
\nthan 60 percent of the total vehicle market, had fallen by 20
\npercent over 1995.<\/p>\n
Sales of passenger cars, however, had remained reasonably
\nsteady but still account for less than 10 percent of the overall
\nmarket.<\/p>\n
Herman said although he was pleased Mitsubishi had increased
\nits share, it would be of a much smaller base this year as the
\ntotal market would be lucky to reach 330,000 vehicles -- 50,000
\nfewer than in 1995.<\/p>\n
To the end of September the total market was just over 237,000
\nvehicles of which passenger sedans made up 27,000 units.<\/p>\n
\"Certainly the presidential decree in February affected the
\nmarket,\" Herman said.<\/p>\n
\"The national car issue and tight monetary policy have also
\nslowed the market this year,\" he said.<\/p>\n
However, Herman remains optimistic the market can still reach
\nits forecasted 500,000 vehicles by 2000, especially as the
\npassenger sedan market continues to grow.<\/p>\n
Although Herman would not be drawn on new models, Mitsubishi
\nmay have a number of prospects for the future in this market
\nsector which could further provide a sales boost for the company.<\/p>\n
One of these may be the new model Galant which was recently
\nlaunched in Japan.<\/p>\n
The new vehicle shares the same dimensions as the current
\nmodel except for an increased overall height of 20mm, improving
\ninterior headroom.<\/p>\n
Outside, the vehicle maintains the distinctive looks of the
\ncurrent model while interior ergonomics and switchgear have been
\nimproved.<\/p>\n
Safety features abound with all models in Japan featuring
\nantilock brakes with some models incorporating the new active yaw
\ncontrol and active stability control for improved handling.<\/p>\n
The slightly smaller Charisma may also be on the shopping list
\nwith confirmation that the vehicle is headed for Asia --
\nstarting with Singapore, Hong Kong, New Zealand and Brunei --
\nfrom late next year.<\/p>\n
The Charisma is produced in a joint venture between Mitsubishi
\nand Swedish carmaker Volvo in the Netherlands and is expected to
\nmake a big impact on the Asian markets where its European styling
\nwould make it a sought after sedan.<\/p>\n
Meanwhile, Mitsubishi is also believed to be in the process of
\nnegotiations with its Indonesian partner to restructure the way
\nthe business is organized to improve cost savings.<\/p>\n
The reorganization will bring the local manufacturing and
\nassembly operations, parts manufacturers and sales company under
\none roof as a single joint-venture partner.<\/p>",
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"sponsor": "Okusi Associates",
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