Mitsubishi Looks For A Strong Resurgence With Fleet
"We concentrated quite a bit on the rental car business, which is fine but we felt that, with some of our new products coming out, we wanted to get some of them into commercial fleet specifically," said Mitsubishi Motors’ Director of Franchise Development and Corporate Fleet Joseph Delello to NAFAConnection. Delello was candid about where the company has been in recent years.
The hurdle that is before the company right now is that when the subject is "fleet," few immediately think of Mitsubishi. "It’s probably no secret that the company has not been consistent in this area in the past. Our rededication to the segment is one that will require us to get out in front of as many fleets and fleet lessors as possible, to make sure they understand we’re serious with this business," Delello said.
With increased concerns over fuel prices, decreased interest in oversized SUVs, and an overall belief that sustainability is a goal to shoot for, economy and right-sized utility are once again part of the vehicle-buying zeitgeist. To satisfy demands, the automaker is positioning their plug-in electric iMiEV, refreshed 2013 Outlander, and Outlander Sport as alternatives for the fleet segment.
Feeling these models had appeal to commercial fleets, the company took a "divide-and-conquer" approach with their fleet department and divided the country territorially in half. "We have (NAFA Affiliate) Robert Cavalli, who has extensive experience with the fleet lessors, to handle the east coast. Then we have Doug Yordy, who is located here at our Cypress, CA headquarters, to handle the west coast. Understanding that a number of the fleet lessors are on the east coast, and given that Bob had had first-hand experience with them, we felt this arrangement would be the most appropriate."
The company’s first goal will be to get their products on the fleet selector lists. "We want to make certain customers have ready access to the products we offer that have the most appeal to fleet."
The second stage, which is in a final testing phase, is the inclusion of an ambitious automated ordering system that promises to ease the ordering process for the fleet companies and lessors. "(This system) not only offers ease-of-operation but an automated system also prevents errors," he said.
In specific to the offerings, Mitsubishi’s iMiEV plug-in electric vehicle is the carmaker’s bid to attract contained-footprint users like airports, municipalities, and university security motor pools. Delello mentioned that the overall economic benefits and tax advantages would be of particular interest for airport use. "We’ve done extensive testing with (vehicle charger manufacturers) Eaton and AeroVironment, and we’ve established a partnership with both," he said. "Currently, Eaton chargers are being installed in all of our certified dealerships."
For companies that need a small cargo vehicle that doesn’t overwhelm (and overspend) like an SUV, Delello suggested Mitsubishi’s Outlander Sport. He also said that the refreshed Outlander also handles small cargo and is suitable for long-range driving purposes.
"I can’t talk about volume right now because we haven’t finalized our volume plans, but we expect commercial fleet to play a significant part in our overall volume nationwide," Delello said. "It’s important to us because it gives these products professional exposure and additional exposure beyond the retail environment, and that is very important to us."