Mitsubishi launches Mirage in Thailand, likely to bring it to India

Japanese carmaker Mitsubishi Motors Corporation (MMC) is actively considering bringing its new small car, the 1.2-litre Mirage ‘Ecocar’ 5-door hatchback to India. The car, which was revealed in Thailand on March 20, will have its global launch at the Bangkok Motor Show which opens on March 27.

The Mirage is an entry level fuel-efficient model aimed squarely at fast-developing markets like India, China and ASEAN countries which are seeing burgeoning demand for personal mobility through affordable, fuel efficient and substantial yet compact cars.

According to Masahiko Ueki, executive officer and corporate general manager of Asia and ASEAN, MMC, who was in New Delhi recently to launch the Pajero Sport, the Mirage will be made at a brand-new third factory at Mitsubishi Motors Thailand’s Laem Chabang plant in Chonburi, the largest MMC plant outside of Japan.

The Mirage will first be sold in Thailand, followed by ASEAN countries, Japan, Europe, and then expand to other markets. Like Honda, the floods in Thailand last year had adversely affected Mitsubishi’s operations and the company is firming up plans to de-risk the small car business by exploring options of setting up another manufacturing facility in either India, Indonesia or Malaysia. Ueki said Mitsubishi spent 40 billion yen (around Rs 2,400 crore) on setting up the new plant which has a production capacity of 100,000 units per annum. A similar amount could be invested in a new plant for the small car and India could be the chosen location if adequate volumes for the Mirage exist in the country. Thereby, India would serve as a small car hub for the neighbouring markets of Sri Lanka, Pakistan, Bangladesh and Sri Lanka. However, Mitsubishi is still to decide whether it will launch the small car in India on its own or jointly with its Indian partner Hindustan Motors.



Global compact car

Meanwhile, Mitsubishi Motors Thailand has begun production of the Mirage at the new plant. The Mirage was first revealed as Mitsubishi’s Global Small Car Concept for the B-segment at the 81st Geneva Show in March 2011, followed by Auto Shanghai in April and then at the Tokyo Show in November.

Developed at MMC's global R&D centre in Okazaki, Japan, the Mirage has an overall length of 3710mm, width of 1665mm and height of 1490mm.

The Mirage will be Mitsubishi’s first Ecocar for the Thailand market and has to meet that country’s Ecocar norms. These include a minimum fuel efficiency of 20km per litre, CO2 emissions of less than 120g/km, UNECE safety standards and have an engine displacement not exceeding 1.3 litres for petrol engines and 1.4 litres for diesels.

The Mirage clearly is a key car in Mitsubishi’s plan to focus on global models for emerging markets and also start offering electric cars. MMC president Osamu Masuko said Thailand was selected as the first market for the Mirage because the country has a strong Ecocar program. MMC announced its JUMP 2013 three-year business plan in January 2011. A key parameter of the plan calls for putting operating resources into emerging markets with particular emphasis on strengthening its operating base in the ASEAN region.

“The all-new Mirage compact car focuses on premium fuel efficiency and low CO2 emissions, just right for the times where demand for superior fuel efficiency and eco-friendliness are increasing all over the world,” said Masuko.. Light weight and aerodynamic design are key to the Mirage, so expect a sub-1000kg kerb weight. Power comes from a 1.2-litre engine and Mitsubishi claims fuel economy will be about 22kpl. The Japanese manufacturer aims to sell 2,500 examples per month in Thailand. The starting price for the vehicle is 380,000 Thai Baht, which equates to about Rs 6.24 lakh.

THAILAND’S ECOCAR NORMS

Incentives

• Duty exemption on machinery

• 8-year corporate income tax exemption

• 17% excise tax vs. 30%-50% normal rates

Government Requirements

• Minimum investment of THB 5 billion

• Minimum 100,000 production from 5th year on

• 80% local content for cylinder heads, cylinder blocks, crankshafts, camshafts and connecting rods

• Maximum 1.3-litre petrol, 1.4-litre diesel, Euro 4 compliant

• Maximum fuel consumption 5L/100km

• CO2 < 120g/km. UNECE Reg. 94,95 collision standards compliant

(With inputs from Autocar UK)