Mitsubishi Mirage makes a grand return with festival of sorts at SM Mall of Asia

It was such a big welcome for a small car.

The Mitsubishi Mirage—the subcompact model seen to swing the fortunes of the 3-diamond brand around globally-made its way to the country in a manner even its bigger, more popular siblings couldn’t approximate.

The president of Mitsubishi Motors Corp., Osamu Masuko, came for a welcome festival of sorts for the Mirage that as of the last count has gone past the 2,500 mark in reservation bookings.

Masuko joined the local Mitsubishi officers in the formal ceremony at the SMX Convention Center and just outside the building, a free concert featuring 10 of the country’s most popular rock bands entertained a predominantly young audience all the way until midnight at the SM Mall of Asia concert grounds.

It is the ever-growing market of young workers, especially those in the high-growth BPO sector, young couples and even college-age youth, who might influence car purchases for their household that are seen as the likely buyers of the Mirage, which is making a comeback.

Mitsubishi Motors Philippines Corp. president and CEO Hikosaburo Shibata was optimistic the Mirage will boost their campaign to beat this year its all-time high of 36,500 units, posted in 1996.

Shibata said they were aiming to sell at least 500 units of the Mirage in a month with the full backing of their network of nationwide dealers.

Mitsubishi has chosen the Asean region as the launching pad of its so-called global car not just because it is produced at the new plant Mitsubishi built in Lam Cha Baeng, Thailand, but because of the prevailing economic conditions here.

“After Asean countries, we will be going to Europe, Australia and then North America,” said Masuko, adding that the elimination of import duties on automobiles and parts under the Asean Free Trade Area scheme is also a “big help” to make the region more competitive.—With a report from Riza Olchondra

PHOTOS BY EUGENE ARANETA