LyrArc Article Gist
How Hiroshi Harunari is changing the way Mitsubishi is doing business. He personally answers emails from employees and dealers from 7 to 9 am every day to know what frustrated employees and dealers are thinking and have to deal with. He flies into Dallas and personally drives an Outlander to dealers in Dallas, San Antonio, Austin and other cities to talk to them and listen to what they are struggling with and what their customers are telling them. In 2 months in early 2006 his first 2 months on the job, Hiroshi visited 139 Mitsubishi dealerships in 29 states. He has launched a dealer co-op program to help dealers with advertising (as dealers had suggested) and Mitsubishi uses an upbeat advertising slogan " the next 25 years begin today" suggesting a completely new way of doing things. Hiroshi came from the Mitsubishi Group which financed struggling Mitsubishi Motors with $3 billion infusion after Daimler Chrysler pulled out in 1995. As part of the new plan for Mitsubishi it decided to get out of the old situation where younger drivers with bad credit had been targeted resulting in bad consumer loan losses. It now targeted more financially able customers with the Lancer sedan. It had Merrill Lynch do the financing of customer loans. For the year ending March 31, 2007 Misubishi sold 124,000 cars up 8% over the previous year with sales at dealerships increasing 24%, reversing a 4 year decline in sales, and pulling Mitsubishi USA to a $5 million profit. In 2005 Mitsubishi had lost nearly $2 billion so its quite a reversal. Hiroshi says he had to show that he was ready to pick up the chestnut from the flames, that he had the courage and energy to go out and listen to hundreds of dealers and customers and employees in 29 states in the USA and act immediately to satisfy their concerns.