ABM Q4 - Flipbook - Page 19
INT ERVIEW
MITSUBISHI
vehicle sales stopped, its networks
have stayed put, and it has looked after
existing customers.
Sheward says: “Continuity is incredibly
valuable, especially when you are
reintroducing new vehicles into the
market. The response from dealers
when we announced the return of the
new models was hugely positive.
"We have seen that same enthusiasm
with customers.”
He explains that customers’
engagement with the dealers and the
brand has remained through its break
from sales, and added that brand loyalty
has been a large part of this.
The Outlander
PHEV was
designed to provide
flexibility with its
electric capability
Fleet versus retail
When returning to the market, Mitsubishi
made a point to strike the right balance
between fleet and retail, understanding
that both avenues play a key role in a
healthy business.
Mitsubishi has welcomed new dealers
into the network, which now make up
almost 50% of its overall retail network.
Sheward says: “Our focus really has
been about creating a high-quality
sales network, having that strong
geographical coverage of the UK, and
having the right partners for long-term
success. Today we have around 60 sales
dealers across the UK.
“It is changing daily, because we are
bringing new people on board, but we
are pleased with how that network has
developed and how they have engaged
with the marketplace.”
Trying to maintain a balance between
retail and fleet is a feat that many OEMs
have to manage, attempting to keep
both sectors satisfied with the product
range, despite their varied needs and
expectations.
Sheward says: “We have always
worked closely with the fleet sector.
Whether that is understanding finance
solutions, supporting larger corporate
customers or managing the remarketing
of vehicles into our dealer network.
“Overall, I would say that Mitsubishi
is more retail-focused. But we are also
flexible; there will always be a mix that
is influenced by product lifecycle, for
example.”
Illustrating this, Sheward explains
that the fleet market needs proven
products, and to understand a
vehicle’s capabilities in ways that do
not necessarily arise for the average
consumer.
Sheward says: “If we take the L200,
for example, its towing capabilities,
with our Super Select system fitted,
make it a capable vehicle. Not only that,
but it is also proven in the market over
decades."
This is important for fleet buyers
tryng to manage factors like business
demands, downtime and cost-efficiency.
Sheward continues: “Retail focus is
important for us, but the brand will lend
itself to both arenas as it starts to go
forward.
"We are not shying away from either
route to market, but we need to let it
set some trends and understand how
that develops.
“So, for us, the main focus at this
moment in time would mainly be that
retail side of the market.”
Mitsubishi is, however, adding a
commercial variant of the L200 to
its product range to give customers
access to taxation and Benefit in Kind →
Q4 2026
AUTOMOTIVE BUSINESS
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