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Mitsubishi also lost out on its product offerings. While competitors were busy launching one brand after another, Mitsubishi continued to rely on its now obsolete seventh generation Lancer. In its second innings, Mitsubishi fell flat as its eighth generation Cedia too was rejected by the car buyers. The updated eighth generation model further perplexed the consumer as to what the product really stood for! A spokesperson of Hindustan Motors (Mitsubishi’s Indian partner) told 4Ps B&M, “Mitsubishi’s international crises such as the one involving DaimlerChrysler stopped R&D for a while. This led to a reduction in new product launches, affecting the Indian operations as well.” Realising its folly, the Japanese major is now going for damage control and is reportedly readying itself to take the Indian automobile mart by storm.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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