Mitsubishi's first US chairman since 2007 charged with revitalizing brand

Fri, 02 Nov 2012

Have a look at Mitsubishi North America's vehicle page and you'll find seven cars in four model lines: i-MiEV electric hatch, Lancer sedan, Lancer Evolution and Sportback, Outlander and Outlander Sport, and Galant sedan. The Galant has 3.9 tires in the automotive grave, and the only hope for mainstream excitement, the Eclipse coupe and Spyder, had hemlock poured down their crankcases last year. Increasing the quotient of bleak, the Lancer isn't due for a refresh until 2014, the coming Outlander PHEV will sell in miniscule numbers when it does arrive, a little sports car has been nixed and the only other Mitsu being considered for our landmass is the Colt, which, for its stellar fuel economy numbers, looks like a car designed by Pikachu. There's also that matter of declining NA market share in a rising overall market, Mitsubishi's piece of the total pie currently hovering around the 0.4-percent mark according to Automotive News.

The company has decided to do more about it, reassigning Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group Gayu Uesugi to be the new chairman of Mitsubishi Motors North America. It will be the first time in five years that someone has filled the chairman position at MMNA.

The hope is that with Uesugi's 35 years with the company, his experience in the company's global product plan and his success in emerging market strategy, he's the man to "[develop] a product plan and growth strategy for the US market" that will put things right. Or at least better. He will work with Yoichi Yokozawa, who has been CEO of MMNA since last year. There are more details on the move in the press release below.

Mitsubishi Motors Corporation Appoints New Chairman of Mitsubishi Motors North America

Mon, Oct 29, 2012 - Cypress, California - Mitsubishi Motors Corporation (MMC) today announced that effective November 1, 2012, Gayu Uesugi will be appointed Chairman of Mitsubishi Motors North America, Inc. (MMNA).

Uesugi has been working as Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group where he oversaw product strategy and development, cost innovation control, and procurement.

Mitsubishi Motors President Osamu Masuko stated, "With his involvement in MMC's Global Product Plan, Uesugi has successfully achieved a profitable growth in emerging markets. With the new decision from the Board of Directors to appoint him as the Chairman of MMNA, Uesugi's new role will include leadership in developing a product plan and growth strategy for the U.S. market."

Gayu Uesugi brings 35 years of experience to the new position, having worked in various levels of management at MMC for product engineering, new product projects, and strategic product leadership.

"As we commence this year with the production and export of the Outlander Sport at our plant in Normal, Illinois, we will begin a new initiative to further revitalize the plant, demonstrating our upmost commitment in appointing MMC's Executive Vice President to oversee the market and production in North America." says Masuko.

Gayu Uesugi began his career at Mitsubishi Motors Corporation in 1977 as a Project Engineer of Product Development. Uesugi is a graduate of Shizuoka University with a Masters Degree in Engineering.

About Mitsubishi Motors North America, Inc.
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, sales, marketing, research and development operations for Mitsubishi Motors in the United States. MMNA sells coupes, sedans and sport utility vehicles through a network of approximately 400 dealers. In November of 2011, MMNA launched the battery-powered electric vehicle Mitsubishi i-MiEV as part of a corporate mission to offer consumers more environmentally responsible modes of transportation. This battery-powered electric vehicle technology addresses the need for vehicles that produce zero tailpipe emissions and support a growing agenda for sustainability. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.

By Jonathon Ramsey