Brazil : New Mitsubishi plant starts on ASX, Lancer follows

As part of its plan for a BRL1.1bn (US$450m) spend that began in 2010 and runs to the end of 2015, the Souza Ramos Group-owned Mitsubishi Motors plant in Catalão, Goiás state (312km or 195 miles south of Brazilian capital Brasília) last month started assembing the ASX SUV [Outlander Sport in some markets] in both two and four wheel drive versions.

Five models will be produced eventually. Three were launched earlier – the L200 Triton medium size single and double cab pick-ups plus the Dakar mid size SUV. The Lancer will follow the ASX in a year.

Prices of the new model line will range from BRL83,490 (US$37,000) to BRL105,990 (US$47,100), about 5% less than the version until now imported built up from Japan.

The ASX is also assembled in Japan, the US, Indonesia and China.

The larger Outlander, which shares architecture with the ASX/Lancer, is being reengineered as this segment is declining here in Brazil. Since opening 16 years ago, the Catalão plant has buult over 330,000 vehicles.

ASX local content is about 60% and includes engine assembly using some locally made ancillaries. Plans call for localising most components.

For now, the all aluminium two litre/122 cu in engine will run only on petrol but a flexfuel version will be available within the year before the Lancer arrives.

Brazilian engineers last year reengineered the Mitsubishi 3.5 litre/213.5 cu in petrol V6 used in the Triton and Dakar as a flexfuel unit compatible with the local sugar cane derived ethanol. From this month, a flexible fuel 2.4-litre/146.4 cu in I4 will also be offered for both.

Catalão current capacity is 100,000 units a year. A large additional hall housing a new paint shop will be ready in 2014, boosting capacity to 140,000. The automaker expects to employ 4,500 directly by the end of this current investment phase in 2015.

As for assembling the Mirage compact locally, the Brazilian importer is reticent. It would require a large investment to robotise both assembly and body shop/welding lines to assure a competitive entrant in this hard fought, high volume but low price/low profitability segment.

A decision will not be made - publicly - before 2015. If competitive prices for exports around South America at least can be achieved (this will depend on the Brazilian real exchange rate), a Mirage project might yet take off.

Mitsubishi Oman launches three new versions of Lancer EX

Mitsubishi Oman has launched three new versions of the hugely popular Lancer EX and has put a personal face to the launch of the new car. Mitsubishi Oman believes that the owner of a new Lancer EX in Oman is likely to be one of five very distinctive and individual personalities. He or she may be Ambitious; Bold; Calm; Practical or Mysterious. 

The calm driver is likely to opt for the new GLS 2.0 that gives them space and luxury but with a six speaker sound system to block out the noise of the city and help them savour a journey that for an individual like this is far more important than the destination itself.

Combing elements of both mystery and practicality is the GLX 2.0 that features a Reinforced Impact Safety Evolution body for safety, ergonomic design, the choice between a 5-speed manual INVESCHI or 4-speed automatic MIVEC gearbox, and roomier interior and manual air conditioning with filter to stay cool this summer and all year round.

Mitsubishi Oman believes that for both the ambitious and the bold driver - there is no option but the Lancer EX GT 2.0. The ultimate driving machine of the range, it has stunning looks and aggressive styling with aerodynamic lines, a racing inspired paddle shift gear changer to shift into overdrive, a Rockford Fosgate premium sound system and a cockpit full of gadget and features that will ensure every drive is a truly memorable experience.

Commenting on the new Lancer EX, Mitsubishi Oman General Manager Mark Tomlinson said: "If ever one of our models had a personality - it is the Lancer EX. This is a fabulous range of a car that through its incarnation as the 'Evo" has become an iconic vehicle around the world."

"This has been loved by Omani drivers in particular for many years and our new and exciting marketing campaign is a way to show to our customers that we recognise it is not just one type of individual who wants to experience the magic of the new 2011 Lancer EX - but a multiple range of personalities. That is why we believe that whatever an individual's personality across the three models of the GLX 2.0, GLS 2.0 and GT 2.0 there is a car that will suit whatever they need," Mark Tomlinson added.

Mitsubishi Oman is introducing a Micro website that will allowing people to down load images, get screen savers of the Lancer EX for their laptops or their mobile phones and be part of the online conversation and find out what kind of personality they are.

Mitsubishi Oman has showrooms in Muscat, Sohar, Musannah, Nizwa, Ibri, Sinaw, Samail, Barka, Ibra, Sur, Jalan Bu Ali, Salalah, Buraimi and Dibba.