Why RP street life is (still) filled with Adventures

[p_borj]

http://business.inquirer.net/money/f...ith-Adventures

By Tessa Salazar
Philippine Daily Inquirer
First Posted 21:21:00 05/18/2010

Filed Under: Transport, Road Transport
ASK ANY PINOY DRIVER (WHO STILL HAS a sound mind) what driving on Philippine streets is like (particularly on Edsa), and the common word would most likely be “adventure.”

Adventure, this time with a capital “A,” would be considered another common sighting on our streets. For 12 years, Mitsubishi Motors’ iconic version of the Asian utility vehicle (AUV) has been shuttling people from all walks of life. Originally thrown into the burgeoning AUV segment to compete directly with the likes of Toyota’s FX (and later on the Revo) and Isuzu’s Hilander and Crosswind, the Adventure’s basic body configuration remains, with just a few modifications through the years. The latest version of the Super Sport, GLS Sport and GLX variants, for example, now sport a new radiator front grille design reminiscent of that of the Pajero, to name a few.
And now, even as Toyota has moved on and phased out the Revos and FXs and replaced them with the IMV vehicles Innova and Avanza, the Adventure remains and still manages a sales average of 500 units a month.
What’s keeping this Adventure alive?

Mitsubishi Motors Philippines Corp., prodded with this question, offers an answer that seems to explain everything: A diverse customer profile that includes deep-pursed, brand-loyal OFWs, small and medium enterprises, and start-up families in the B and C/D segment. MMPC has made sure that these customers get exactly what they want: A workhorse of an AUV designed for a variety of purposes, be it personal or for business. The move has been spot on. In October 2009, during the relaunch of MMPC’s Balik-Bayani Auto Program, roughly half of the hundreds of applications specified an Adventure.

MMPC further explains that as long as there is a demand for a basic vehicle flexible enough to be used for private and business purposes and requires relatively low investments for maintenance, the Adventure will always be on the streets. And with the various upgrades Mitsubishi has done for the Adventure through the years, a strong value-for-money proposition has also been established.
Last year, MMPC was able to secure 28.4 percent of the AUV market share, good enough for 2nd place (Toyota secured the first place with the Innova).

The latest version of the Adventure (for the Super Sport, GLS Sport, GLX) offers enhancements in its in-car entertainment and display features, such as: 2-DIN CD/MP3/Tuner/USB port, Bluetooth-capable audio phone, and new instrument meter cluster design. The steering wheel has also been redesigned (for the GLS Sport and GLX), while the Super Sport spare tire cover has likewise been retouched.
The Adventure’s diesel engine, however, has basically stayed the same throughout the years. With the growing popularity of the common-rail direct injection (CRDi) technology, will Mitsubishi replace the Adventure diesel engine with something similar?

MMPC replies that if the proposed upgrading of Philippine emission regulations to Euro 4 is given the go signal in 2014, MMPC would then have to upgrade the Adventure diesel engine either with Direct Injection or Direct Injection with common rail.

But why not replace it now, with the demand for CRDi peaking? MMPC further explains that upgrading the engine would definitely increase the cost of production, since it would involve not only the cost of the CRDi engine assembly, but also R&D costs. Add to that would be the increased cost of maintaining the Euro4-level engine in a Euro2 fuel environment. So why fix something that isn’t broke (or belching smoke)?

Thus, the Adventure’s retail prices remain right smack within the budgets of its intended markets. As of April, the Adventure GX Dsl carries a price tag of P708,000; the Adventure GLX Dsl P795,000; the Adventure GLS Sport P855,000; and the Adventure Super Sport P918,000.

12 years, over 72,000 Adventures

Since its introduction in 1998, 72,555 Adventures have already been sold. In comparison, the Toyota Revo, introduced in 1998 had 69,959 units sold before being replaced by the Innova. The Isuzu Crosswind, introduced in 2001, had 55,711 units sold as of March 2010. The Adventure played a key role in capturing the number one spot for MMPC in 1998.
In March 2006, MMPC commemorated the 50, 000th unit production milestone for Adventure.

The Adventure was jointly developed by Mitsubishi Motors Corp (MMC), MMPC and MMC affiliates/distributors from Taiwan (China Motor Corp) and Indonesia (PT. Krama Yudha Tiga Berlian Motors). The development and design works for the vehicle started in 1995. In Taiwan, the Adventure is called the Freeca, while in Indonesia it is branded as the Kuda.
In the Philippines, the Adventure has been popular enough for a fan club to be created around it.

The Mitsubishi Adventure Club gathers regularly to share knowledge on maintenance, aesthetic modifications, and troubleshooting tips. It’s enough proof that the resilient Pinoy can’t do without an Adventure or two in his or her life.

whew, nabanggit pa ang MAC hehe. proud member lolz.