IN THE vibrant tapestry of the Philippine automotive industry, few names shine as brightly as Mitsubishi Motors. In February this year, this automotive giant celebrated its 60th anniversary of operations in the country, marking over half a century of innovation, reliability, and exceptional engineering. This milestone not only commemorated the brand’s legacy but also highlighted its enduring commitment to delivering quality vehicles and driving technological advancements.
Like many Filipinos, I grew up with Mitsubishi vehicles myself.
My personal list of Mitsubishis includes my dad’s first car, a 1976 two-door Galant coupe, and a two-door 1978 Mirage I bought from a friend. He also had a red 1995 Lancer before he worked for Nissan. His brother used to have the 1980 Galant Sigma and the 1985 Lambda and his last one before he passed away, a 1995 Galant Super Saloon. Another grand uncle who worked at Unilab had both the Lancer 1400 SL and 1600 GSR ‘box-type.’ On my mother’s side I counted five Mitsubishis. There are two L300s–a 1978 and a 1985–which still run, and a short wheelbase 3-door Pajero owned by my brother-in-law. And it doesn’t stop there, my nephews have had Lancer and a Montero.
My father talked about his uncle, Ariel ‘Boy’ Torralba, who would in certain weekends, bring Galants, Lancers and Mirages to my dad’s Quezon City house. He worked at the Canlubang Automotive Resources Company (CARCo) which was the 1978 re-incorporation of the Chrysler Philippines Corporation (CPC) established in February 9, 1963. This lineage makes Mitsubishi Motors Corporation (MMPC) is the longest staying automotive company in the country.
When Mitsubishi Motors Philippines designed their 60th Anniversary Expo, it was clear that they wanted to engage with the many fans of the brands, which spans generations. Many of the visitors to the event were father and sons, who together enjoyed the heritage of Mitsubishis. The diverse range of daily activities. From live displays of commercial vehicles applications of the L300, to a wide showcase of various Mitsubishi models, there were also live performances by emerging and established Filipino artists.
Mitsubishi Motors’ journey in the Philippines began in 1963 as Chrysler Philippines Corporation. Whole generations have known the brand. The early years saw the introduction of iconic models that quickly gained popularity and trust among consumers–among them the Lancer, the L200 Strada, the L300 van, and the mighty Pajero.
The Lancer for example, lasted throughout its whole product lifecycle. From the first rally-winning L-types of 1976 up to last edition of the Lancer (including the Evolultion) which stopped sales in the Philippines in August 2017. With its sleek design and impressive performance, the Lancer became a symbol of class and efficiency on Philippine roads.
Strangely though, one of the most powerful models of the brand, the Mitsubishi Adventure was absent from the display. The AUV was launched in the country on January 1998–competitor to the Toyota Revo which lorded over the AUV market first as the Tamaraw. The diesel powered AUV, made with a lot of components from the previous generation Pajero, snatched market leadership and was responsible for Mitsubishi’s regaining its No. 1 position in the Philippine automotive industry sales.
The milestone event earmarks two big achievements–an impressive milestone of 1.2 million cumulative sales, and reaching a significant production milestone of 800,000 vehicles of various models. MMPC is the second of only two brands in the country still assembling cars locally.
As the years rolled on, Mitsubishi Motors in the Philippines continued to showcase its commitment to innovation and cutting-edge technology. The launch of the Mirage and Mirage G4, with their fuel efficiency and stylish design, captured the attention of eco-conscious consumers. These models demonstrated Mitsubishi’s ability to adapt to changing market preferences while maintaining its reputation for delivering quality vehicles.
Furthermore, the introduction of electric and hybrid technology further solidified Mitsubishi’s position as a pioneer in the automotive industry. The Outlander PHEV (Plug-in Hybrid Electric Vehicle) made its way into the Philippines, offering environmentally conscious drivers a blend of efficiency and performance. This move underscored the company’s dedication to sustainability and reducing its carbon footprint.
Drawing attention to the forefront of automotive innovation, MMPC will unveil two groundbreaking concept cars at the expo. The first is the Mitsubishi XFC Concept, which serves as a preview of the forthcoming 5-seater SUV’s design concept.
The second, the Mitsubishi XRT Concept, will introduce the platform for the brand’s next-generation Pick-Up Truck. Alongside these visions of the future, the expo will also pay homage to MMPC’s heritage by displaying a selection of iconic Mitsubishi vehicles that have shaped the Philippine automotive landscape over the past six decades.
The expo offered two distinct test drive experiences: a conventional road test on nearby streets and an obstacle-filled test drive track within the premises of the World Trade Center. Mitsubishi car clubs were also invited and they proudly displayed their cherished vehicles and availed of complimentary check-ups at the dedicated booth set up on-site.
The 60th anniversary of Mitsubishi Motors in the Philippines marked not only a remarkable milestone but also a testament to the enduring legacy of a brand that has become an integral part of the country’s automotive culture. With a rich history, commitment to innovation, strong customer relationships, and community engagement, Mitsubishi Motors stands poised to write new chapters of success in the years to come, embracing challenges and opportunities alike on the road ahead.
