Friday, September 05, 2008 Car firm to introduce in Cebu mid-sized SUV to answer demand
MITSUBISHI Motors will introduce this month a new middle-sized sports utility vehicle (SUV) that is a fusion of two of its “reliable and durable” units—the Strada and Pajero.
Called Montero Sport, it targets businessmen who could make use of a collapsible cargo space for their hobbies, families who could maximize its seven-seating capacity and drivers who prioritize adaptability of a vehicle toward road conditions.
It is also being positioned as a replacement to an existing vehicle and as a second regular vehicle for drivers.
The new vehicle brand is also aimed at targeting the overseas Filipino workers market whose buying power increased.
Dominate
“We have another winner unit coming in, after Strada dominated the pick-up category for a couple of years. Montero Sport is a combination of the basic genes of Strada and Pajero 4x4,” said Fast Autoworld Philippines Corp. marketing manager for vehicle sales business unit Arthur James Untal.
Mitsubishi Montero was initially introduced in 2005, when it was still a five-seater vehicle with a smaller engine, to test the market for SUVs. The market then, Untal said, was not quite open to mid-sized SUVs.
He noted, though, that there is now an emerging market segment for mid-sized SUVs, which are addressed by other brands, like Toyota Fortuner and Nissan Altera.
“We are coming in strong with our new unit that has the same features with the other types of mid-sized units presented but we have better features and a realistic price for a price-sensitive market. You don’t have to spend too much for a good product,” he said.
Fuel efficiency
Montero Sport costs P1.4 million. Its 3.2-liter engine is bigger than its old model. Untal said it also promotes fuel efficiency, running for 15 kilometers to a liter of diesel fuel.
He added that the new SUV brand has a common rail direct injection for its fuel system that will maximize the power of the vehicle and promote further fuel efficiency.
For its suspension, it has double wishbone coil springs and a stabilizer bar in front and three-link coil springs with a stabilizer bar in the rear.
Untal said that inquiries about the product are growing, although they have not yet placed their target sales. The new Montero Sport
