To further support that is a value parts programme, with cheaper wear and tear items such as clutches, exhausts, engine belts and brake pads. In two years it has grown into £1m of sales.
Mitsubishi dealers are supported in providing aftersales for any used cars they sell.
This month the importer has launched a used car Mitsubishi Service Plan programme, linked in with breakdown cover and other benefits, which can be sold with the non-franchise used cars a Mitsubishi franchisee may sell.
“We’re not aiming to become Kwik-Fit, but where people have bought another used car from a dealer, it would be nice to offer programmes that keep them coming back to that dealer.”
“That’s a demonstration of how focused we are on dealer
profitability,” said Bradley.
“It’s also an investment, if that customer keeps coming back maybe one day they'll buy a Mitsubishi."
What does Mitsubishi stand for?
Three quarters of its models are four-wheel driven and it sells the market-leading pick-up truck yet it has a couple of relatively low cost, functional runabouts in its range and even an electric car too. How does that all fit together?
Lance Bradley admitted it’s most famous as a manufacturer of 4x4s and said that is hugely important for the brand. Yet in recent years it has made strides for efficiency, predominantly to improve its 4x4s, but also using its knowledge to create the Mirage range with every model coming under 100g/km CO2. He also expects every model line in Mitsubishi’s range to have a hybrid or full electric powertrain option within five years.
This starts with the launch of the Outlander PHEV plug-in hybrid this year, which offers 32 miles full electric range and potentially 148mpg on the official European test cycle. Bradley described it as “a serious game-changer” and said he’ll strive to ensure it is priced competitively against diesel SUVs. IMiev, Mitsubishi’s electric city car, still has a place in the range and since last year has now been stocked by every dealer in the network.
Bradley said that decision was made to “normalise it” and help everyone understand it in preparation for the plug-in models.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
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