MMPC and its dealership network up the ante

MANILA, Philippines - In our continuing efforts to highlight the progress of our local car manufacturers and their dealership networks, we feature Mitsubishi Motors Philippines Corporation (MMPC) and its dealership network in this month’s edition of Wheels Deals. We sat with MMPC’s VP for Vehicle Sales, Dante Santos, and asked him several questions regarding Mitsubishi’s business plans in the country – with specific focus on their coordination with their dealerships. The arrival of several significant models like the Lancer and the Montero Sport have put MMPC right back in the game – and, judging from Santos’ optimism, they’re looking to up the ante further. Here are some highlights of our interview…

Philippine STAR: How many dealerships are there in the Philippines?

Dante Santos: The Mitsubishi Motors Philippines dealership network is the largest in the Philippine automotive industry with a total of 19 dealers and 42 outlets.

PS: What makes Mitsubishi’s dealership network unique and distinct from other dealership networks?

DS: In terms of market penetration, Mitsubishi outlets are strategically-located in the major island groups in the country from Luzon, Visayas and Mindanao – 13 dealers in Luzon, 6 in the Visayas and Mindanao. In terms of services, all Mitsubishi outlets provide the complete line-up of services from vehicles sales, parts sales and service.

PS: Are there plans to expand the Mitsubishi dealership network? To what extent?

DS: Yes. MMPC have plans to expand its dealership network in the next five years. As to the number of dealers, we regularly review the market situation, conduct feasibility studies of prospective areas for expansion, the model mix that MMPC is selling, and of course, we also look very closely at the country’s economic performance, OFW remittances, etc. before we decide to open up another outlet. For 2010, we are looking at three new dealerships.

PS: In what ways do the Mitsubishi dealership network and MMPC work hand in hand to address customer requirements?

DS: MMPC as the distributor sets the pace and the direction for all the dealers. We conduct dealer conferences twice a year, monthly marketing reviews, monthly Customer Satisfaction (CS) Steering Committee meetings for both sales and after sales to know the customer feedback on our products and services. We also have our website where customers can access to inquire about the location, telephone numbers of the Mitsubishi dealership network, products and services. We have an open line of communication with our dealers via Lotus Notes, etc. We also assist dealers in their marketing campaigns by providing the required collaterals (banners, brochures, leaflets, local media ads, etc.) during mall displays, caravans, sales blitz, etc. We also have incentive programs like the Dealer of the Year, Sales Achievement Award, etc.

PS: Are there certain aesthetic and/or floor area standards that all Mitsubishi dealerships must ascribe to? If so, kindly enumerate.

DS: Mitsubishi Motors Philippines applies established standards in all facets of dealership operations. This involves operations standards, established procedures and even minimum design standards that must comply with the Global Mitsubishi Motors Visual Identity Program.

At the moment, we have started renovating all Mitsubishi outlets that are 10-years old and above to comply with the said MMC Visual Identity Standards. We have also changed the building facade from the “crown-cladded” showroom to a more modern and classic design with trellis accent. We visualize all Mitsubishi dealership outlets as distinct and different from the other brands.

In terms of floor area, we follow certain standards. The ideal minimum lot requirement is about 2,000 square meters. The size of the showroom area, number of work bays depends on the classification which ranges from Class Grouping A to E, subject of course to the market potential of the area. Multi-level facility is an option if the property falls below 1,000 square meters.

PS: What are the more successful dealerships in the Mitsubishi network and what are the specific keys to their success?

DS: Our dealers in Metro Manila are all very adept in catering to the needs of the metropolis and therefore enjoy the highest number in terms of vehicle sales and after sales servicing. As of date, among the Metro Manila dealers, Union Motors, which is based in Manila, holds the Highest Vehicle Sales Record. Perhaps we can attribute this performance to their having the highest number of fully trained sales executives. Diamond Motors, on the other hand, holds the record when it comes to service business as they are able to maximize their shop capacities in all outlets. Citimotors, meanwhile, is able to secure a sizeable number of corporate accounts. The drive for business excellence is very high among these Metro Manila dealers.

As for the provincial dealers, the top performers are the Fast Autoworld Philippines Corporation, which operates in Visayas and Northern Mindanao areas, and the Carworld group, which operates in Central Luzon.

PS: How would MMP like to improve the dealership network framework in order to better serve Mitsubishi customers in general?

DS: Our focus is really on CS or Customer Satisfaction. In fact we want to start elevating this to the next plane which is Customer Delight. This neccitates emphasis on a common platform of standards that results in excellent delivery of products and services to the Filipino clientele.

So far, we were adjudged in the recent JD Power Asia Pacific Survey as No. 1 in the Sales Satisfaction Index and then again in the same period, we also were recognized as No.1 in the Customer Service Satisfaction Index. We were quite pleased with these results as our strategies to recognize and serve the needs and wants of our customers are being addressed nationwide. We thank all our customers who became part of this automotive industry survey.

To retain such honors is a very tall order but all of us at Mitsubishi Motors accept the challenge.