Mitsubishi Motors (Thailand) Co. Ltd. (MMTh) announced the successful export of one million pickup trucks. In addition, the company announced the new competitive Triton Million Edition, a customized domestic model.
Mitsubishi Motors (Thailand) Co. Ltd. announced the completion of the million-pickup goal after hitting its million-unit milestone (all vehicle types) last June. Mr. Michiro Imai, President of MMTh, released this statement regarding the company's success in exporting to over 140 countries worldwide:
"This success has not only proved the company's capability and potential in exports but has also shown that Thai-built Mitsubishi vehicles are of top quality. Its acceptance by customers worldwide is a credit to the skills of Thai people, and to Mitsubishi's advanced technology, which give the Triton* the attractive appearance, performance, and comfort it is known for. The Triton has become a symbol of MMTh's drive to excel and take its place as a world-leading automaker. Today's success is doubtless another step on that path, as well as a further step for Thailand toward becoming 'the Detroit of Asia'.
As pleased as I am with our current achievements, none would have been possible without the support of the Thai people, especially the government sectors who support our infrastructure and automobile industry policy, suppliers who provide high quality and punctual delivery, and logistic companies who also support that punctual delivery."
Mitsubishi has started business in Thailand since 1961. The company began manufacturing light-duty trucks and later expanded to sedans for domestic markets. Years later, because of the capability and potential of the company, Mitsubishi Motors Corporation Japan made the Thailand operation a production base for worldwide exports. This marked the first time in the history of Japan's automotive industry that pick up truck production was based outside Japan; it was also a first for Thailand.
The company's first export model was the Mitsubishi Champ, which went to Canada in 1988. The company went on to export the Mitsubishi L 200 Cyclone pick up truck to Portugal in 1989. Since then, exports have expanded to more than 140 countries worldwide, covering Europe, Australia, Latin America, Africa, and Asia. Over the years, all Mitsubishi pick up models (Cyclone, L200 Strada, and the Triton) have been manufactured at the production base (Leam Chabang Industrial Estate). Total pick up exports from Thailand in 2006 totaled 133,109 units; in 2007 the target is set higher at 140,000 units.
The new Triton, still just two years old, has already received more than 10 awards both domestically and internationally.