Mitsubishi Motors has delivered on the dependability of its name in Switzerland, for decades. In 2006, the brand bolstered its presence by its 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?
Bruno 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 MM Automobile Schweiz AG implement to enhance brand awareness and sales, whilst dealing with challenges unique to the Swiss market?
Our company always tried to convey Japanese values to the end customer. Mitsubishi is a brand that perfectly represents the Japanese manufacture quality.
But the new Mitsubishi Motors strategy for Europe (an alliance with Renault & 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.”
What features make the Swiss market an ideal fit for Mitsubishi Motors and how does MM Automobile Schweiz AG tailor its approach to these specific traits?
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 for the Swiss market and what are the most popular car models?
Mitsubishi Motors most popular models are the Space Star and the Colt. The Outlander PHEV — the first SUV 4WD in the market with Plug-In Hybrid technology — was also very well appreciated by our customers; we are now extremely excited to introduce the 2024 version. The new Outlander PHEV 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.