Guangzhou Automobile Mitsubishi builds SUV expert image

It is understood that for the Chinese automobile market, the joint venture Guangzhou Automobile Mitsubishi is a latecomer. It will lock its first product in China's SUV market, aiming to build an image of an SUV expert and aim to become China's largest SUV manufacturer within the next five years.

The target set by Guangqi Mitsubishi was surprising: “The next three years, Guangqi Mitsubishi wants (becomes) Mitsubishi Motors’ largest production and sales base in the world and will become China’s largest in the next five years. SUV manufacturer." In the next five years, Guangqi Mitsubishi plans to reach an annual production capacity of 250,000 vehicles.

Under the background of the slightly increasing Chinese auto market, Guangzhou Automobile Mitsubishi has not achieved this goal easily. To this end, Guangzhou Automobile Mitsubishi hopes to start from three aspects: rebranding, product creation, and marketing innovation.

Seizing the fastest-growing and most promising market segments is the key to Guangqi Mitsubishi's inception. Fu Shoujie said that the first product is the new “Jin Hyun ASX”, targeting the largest compact SUV market with the largest growth space. In 2013, GAC Mitsubishi will produce the second SUV product, Pajero. A few days ago, the new "Xin-hyun ASX" was launched, and a total of 1.6L and 2.0L models with two displacements were introduced. The market guidance price was 128,800 yuan to 218,800 yuan.

In building the brand, Guangzhou Automobile Mitsubishi hopes to establish the "SUV expert" image. According to the plan, GAC Mitsubishi products will penetrate the entire SUV, from small SUVs to full-size high-end SUV models. Fu Shoujie said that once Guangzhou Automobile Mitsubishi formed a full range of SUV product camps and highlighted its own product features, consumers could think of Guangzhou Automobile Mitsubishi at the mention of SUVs.

In terms of marketing innovation, GAC Mitsubishi, which has just started, proposed an advantageous post-sales resource shared by GAC Group. Since GAC Mitsubishi has a limited number of models in production, considering the return on investment of distributors, GAC Mitsubishi has proposed ways to combine the resources of GAC Mitsubishi, GAC Chuanqi and GAC Fiat to seek the internal resources of GAC Group to share after-sales resources. It is understood that in the future, GAC Mitsubishi Motors, Guangzhou Auto Transmission Co., Ltd. may form an after-sales workshop and three exhibition halls to coexist in a way that fully reduces the dealer’s land costs and other costs. Guangqi Mitsubishi’s director and general manager Chen Xi Dazhong said that currently there are about 60 distributors of Guangqi Mitsubishi, which will expand to 130 next year.

While sharing after-sales resources, Guangzhou Automobile Mitsubishi hopes to improve its after-sales service standards. Recently, Fu Shoujie announced GAC Mitsubishi's after-sales service "three major promises." “First, customers can enjoy the original 5-year, 100,000-km long-term warranty policy for the same domestic-class models; second, the price of commonly-used spare parts for after-sales service is 20% lower than that of imported Jinxuan; , The "safety and carefree" insurance policy that provides comprehensive protection for the damage caused by vandalism caused by vandalism of the vehicle in a special event.