Mitsubishi Motors has delivered on the dependability of its name in Switzerland for decades. In 2006 the brand bolstered its presence by establishing a partnership with Safenwil-based Emil Frey AG. The car importer and retailer assumed a majority stake in Mitsubishi Motors’ import arm, operating under the name MM Automobile Schweiz AG and propelling growth in the Swiss market.
Bruno Campino, managing director of MM Automobile Schweiz AG, shares some valuable insight.
Bridges: What key factors underpin the strong and enduring relationship between the Emil Frey Group and Mitsubishi Motors?
Campino: Both companies stand for innovation, sustainability and long-term partnerships. A partnership built through mutual respect and admiration can only grow — and become stronger.
What strategies did your company launch to enhance the brand and overcome the unique challenges of the Swiss market?
Our company always tries to convey Japanese values to the end customer. Mitsubishi is a brand that perfectly represents the Japanese manufacturing quality.
But the new Mitsubishi Motors strategy for Europe (an alliance with Renault and Nissan) brought with it major model changes; it was a big challenge for us to convince the Swiss customers that they will find Mitsubishi “Motors-ness” also in the new models.
Our company always tries to convey Japanese values to the end customer. Mitsubishi is a brand that perfectly represents the Japanese manufacturing quality.
Bruno Campino, Managing Director of MM Automobile Schweiz AG
What features make the Swiss market an ideal fit for Mitsubishi Motors and how are you tailoring your approach?
The Swiss market is extraordinarily complex. We are a small country with high mountains and flat regions. More than 50% of the cars sold are four-by-four. Purchasing power is high in our country, but on the other hand, the Swiss people are also very conscious and always look for the best offer. We score with a particularly good “value for the money” ratio. We offer great products at fair prices.
What makes Mitsubishi vehicles a compelling choice and what are the most popular car models?
Mitsubishi Motors’ most popular models are the Space Star and the Colt. The Outlander — the first four-wheel-drive SUV in the market with plug-in hybrid technology — was also very well appreciated by our customers; we are now extremely excited to introduce the new version very soon. The new Outlander plug-in hybrid is an eco-friendly family car with a bold and premium design that brings everyone everywhere and back home safely. It perfectly embodies the Mitsubishi Motors-ness the Swiss customers want to experience.
