It was 1963, the tail-end of the Baby Boomer generation when Mitsubishi Motors Philippines was incorporated. It went by several names, including Canlubang Automotive Resources Corporation and Philippine Automotive Manufacturing Corporation, before finally settling into what we know now as Mitsubishi Motors Philippines Corporation.
With a ‘Life Made Better for Filipinos’ slogan, MMPC launched several memorable nameplates in the last six decades, including the Lancer and Pajero to vehicles such as the iconic L300, Space Wagon, and the Adventure, and class-leading cars — Mirage, Mirage G4, Strada, Xpander, Montero Sport, and Outlander PHEV.
*The commemorative stone marking Mitsubishi Motor Philippines, Corp.’s 60th Anniversary.*
In a ceremony held at the production line and manufacturing plant in Santa Rosa City, MMPC invited more than 70 suppliers, 25 dealer groups, and MMPC employees and included distinguished guests such as Santa Rosa City Mayor, Arlene Arcillas; PEZA Zone Manager, Mary Jane Sanchez; President of Mitsubishi Suppliers Association, Edwin Gallor; and Mitsubishi Motors Corporation (MMC) President and CEO, Takao Kato, to witness what they have accomplished throughout the years via a video presentation.
In the 90s, MMPC was hailed for its efforts as a manufacturer and employer. It was one of Asia’s top five leading companies for product quality and service and received several awards, including the Sikap-Gawa Industrial Peace Award from former President, Fidel V. Ramos, in 1996.
MMPC was the number one-selling automaker in 1999, en route to becoming the number one brand in J.D. Power Asia Pacific Philippines’ Sales Satisfaction Index in 2004.
Despite the economic crisis in 2008, MMPC remained in the country. In 2013, it became the longest-staying automotive company in the Philippines. Two years after, it inaugurated its Santa Rosa, Laguna plant to further cement its commitment to the Filipino people before joining the Comprehensive Automotive Resurgence Strategy (CARS) program in 2016. It currently makes the Mirage G4 locally, owns the largest stamping machine in the country, and manufactures L300 Colt models here for export to Indonesia.
In 2022, it was given the Outstanding Employer Award by the Philippine Economic Zone Authority and the Bureau of Customs. By July 2023, it will have produced 800,000 units locally and reach 1.2 million units sold by May 2023.
*From left: Takeshi Hara, president & CEO of Mitsubishi Motors Philippines Corporation; Mary Jane Sanchez, PEZA Zone Manager; Takao Kato, Representative Executive Officer, president & CEO, Mitsubishi Motors Corporation (MMC); Hon. Arlene B. Arcillas, mayor, Santa Rosa city; Yoichiro Yatabe, Representative Executive Officer, Executive Vice President (Sales), MMC.*
“I’m very happy to celebrate MMPC’s 60th anniversary as well as witness its strong performance, as MMPC has been one of the biggest automobile brands in the Philippines. I am also pleased and proud that Mitsubishi Motors Philippines Corporation is the only car manufacturer which has never left the country since its founding, even during the economic crisis, and contributed to the economic development of the country for over 60 years. Our commitment to the Philippines will remain unchanged for the future and we will continue to contribute to the country through local manufacturing and providing attractive models to our valued customers,” said Kato.
MMPC is also utilizing internet tools and online apps to modernize the way it offers aftersales service. “Last July, we revealed the new name of its aftersales service arm — Mitsubishi Motors CARES. With Mitsubishi Motors CARES, it is our goal to make our customers worry-free and confident that they are leaving their vehicles in the best hands whenever they enter our service workshops,” said MMPC President and CEO, Takeshi Hara.
After 60 years, both MMC and MMPC look forward to 60 more and beyond as both company presidents state the importance of our market to the brand.
“The Philippines has been and will be one of the most important markets for Mitsubishi Motors. Through our manufacturing and sales operations, we will continue to contribute to the transfer of technology, human resources development, and creation of jobs in the country,” added Kato.
“We have successfully surpassed all the challenges over a period of time, and we will remain steadfast and strong. We will continue to work as a team to further achieve our goals,” concluded Hara.
MMPC continues to expand and currently has 69 dealerships across the Philippine Islands.