In late February, Mitsubishi Motors Corporation announced Ryujiro Kobashi’s successor, who would become the new Mitsubishi Motors North America President and CEO: Fred Diaz.
Diaz has almost three decades of sales, marketing, and customer relations experience in the United States, putting him in the perfect position to build off of the successes of Kobashi’s four-year term, which including the release of the all-new Mitsubishi Eclipse Cross CUV. Kobashi will return to the Tokyo to helm overseas sales from company headquarters.
The appointment of Diaz at the wheel demonstrates the brand’s investment in an American perspective in shaping the future of Mitsubishi Motors North America.
MMC views the United States market as a pivotal point in its strategic growth plan, “Drive for Growth.” The strategy is an intense three-year development plan which aims to deepen Mitsubishi’s network of dealerships and increase sales by 30% to 130,00 units per year. It also aims to enhance the brand image of Mitsubishi and make its vehicles more prevalent within the United States automotive market.
Mitsubishi is well on its way to meeting its Drive for Growth goals. In 2017, Mitsubishi Motors North America surpassed its 100,000 sales mark, earning the title of fastest-growing non-luxury brand in the United States. If you’d like to see why Mitsubishi vehicles are becoming so popular, check out the lineup at Dependable Mitsubishi.