Longevity and reliability
Last November 2025, Mitsubishi Motor Philippines Corp. (MMPC) launched the all-new Mitsubishi Destinator at the Ayala Malls Manila Bay grounds in Parañaque City.
It was also during this launch that a representative from the global headquarters of Mitsubishi made a big announcement.
He stated that our very own MMPC raked the biggest sales volume of Mitsubishi vehicles for the fiscal year 2024—worldwide.
The representative was none other than Mitsubishi Motors Corporation’s corporate officer and assistant executive, Zenta Ishikawa.
“Since its establishment in 1963, the Philippines has always been the most important market for us,” he proudly shared.
Ishikawa said that MMC has maintained local production since 1971 and that Mitsubishi is the only brand that has maintained local production since.
“In 2019, Mitsubishi accumulated sales of over one million units in the Philippines, marking a significant growth in the region. We faced difficult times during the pandemic. But thanks to your unwavering trust and support, we achieved the highest sales last year, reaching 20 percent,” he furthered.
“Today, among Mitsubishi’s global markets, Philippines stands as the number one sales volume. This is made possible only because of your continued trust and partnership.”
Ishikawa also highlighted that back in October 2024 it was the first time that MMC held a world premiere in the Philippines during the Philippine International Motor Show. And this was for the DST concept vehicle, now known as the “Destinator” production model.
For the fiscal year 2024, the country achieved record retail sales of 91,639 vehicles (improving by as much as 12 percent), the highest sales volume for the company’s global markets. This is a remarkable achievement that highlights the strategic importance of the local market for Mitsubishi Motors.
The Philippines has been Mitsubishi Motors’ top global market in recent years, with record sales reported for fiscal year 2023 and 2024.
Particularly, the top models were the Mitsubishi Xpander, Xforce, Mirage G4, and L300 with their strong performances in that year.
To put this into perspective, during the previous year, Mitsubishi Motors sold over one million vehicles worldwide. Its number one sales driver that time was Japan with 120,538 units, followed by the US with 109,843 units. The Philippines then sold 89,124 units. Fourth place went to Australia with 74,547 units, while rounding the top five was Indonesia with 72,218 units.
Now, the following year, the Philippines improved by a 12-percent increase with 91,639 new proud Mitsubishi vehicle owners, thus, making us number one.
Comparing how small our country is in terms of size and economy already says a lot.
Dealers likewise say a lot
“The brand itself has been in the market nearly 70 years already,” shared Citimotors, Inc. vice president, Carlo Ching.
“Since 1988, we have been doing the marketing, sales, parts and servicing of Mitsubishi passenger cars, light commercial vehicles, trucks and buses,” he added, referring to how long they have been doing business with the carmaker, taking charge of various known Mitsubishi dealerships in the metro.
“It’s like the ‘Aristocrat’ of the local automotive industry,”meanwhile, for his part, imparted Autohub Group of Companies president, Willy Tee Ten, referring to the near-centenerian iconic Filipino restaurant, established in the 1930s.
“It has been there ever since. It has longevity. It has history,” he then added.
“The brand stayed when all other brands, at that time of turmoil and everything else, left.”
The prominent multi-brand automotive conglomerate, despite only handling the Mitsubishi Valenzuela dealership just after the pandemic and carrying a number of brands under its wing, believes in the brand.
“It has all the qualities that’s why the brand is, no doubt, one of the top in the country,” he continued.
On the other hand, Gateway Motors executive vice president, Michael Goho, said: “Mitsubishi’s strength in the Philippine market comes from a few fundamentals that have been built consistently over time.”
According to him, Mitsubishi, first, has product reliability. Its vehicles have earned a reputation for durability and practicality that fits Philippine road conditions and daily use. This has translated into strong trust among Filipino buyers.
Second is its long-standing presence in the country. With over six decades in the Philippine market, Mitsubishi has become a familiar and proven brand. That history matters, customers know what they’re getting, and many are repeat buyers.
Third is competitive and sensible pricing, supported by products that are well thought out for the local market.
“Mitsubishi positions its vehicles clearly, balancing value, features, and ownership costs.”
Combined with consistent aftersales support and a focused distributor network, these factors have allowed Mitsubishi to remain one of the country’s strongest automotive brands over the years.
“Moreover, they have a very good partnership or relationship and dealer network,” he added.
“A very competent and reliable distributorship team,” Goho continued.
“That’s why, I believe, they are one of the best in the country.”
