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Mitsubishi Motors USA |
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Mitsubishi Motors USA operates the function of Mitsubishi Corporation in the United States. Mitsubishi Motors North America, Inc operates as a division of Mitsubishi Motors Corporation and manages the manufacturing, finance, research, development functions and sales of Mitsubishi Motors Corporation. Mitsubishi Motors USA has its sole assembly plant of passenger cars near Chicago.
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The Mitsubishi Motors North America produces and markets Mitsubishi-branded cars as well as sport utility vehicles across a network of around 700 dealers in Mexico, Canada, Caribbean and the United States. The administrative quarters of Mitsubishi Motors USA are based in the city of Cypress at California. The Mitsubishi Motors Credit of America, Inc, captive finance division of Mitsubishi Motors North America, also has its base in Cypress. This division was founded in 1991. The Californian Research and Design Center of Mitsubishi Motors R&D of America is also located there. The head office of Mitsubishi Motors R&D of America is situated in Michigan’s Ann Arbor.
The only production unit of Mitsubishi Motors North America, Inc, which was earlier called Diamond-Star Motors or Mitsubishi Motor Manufacturing of America, is located in the town of Normal at Illinois, United States. 1,900 workers are engaged here for producing the models of Endeavor, Galant and Eclipse.
In 1981 Mitsubishi Motors North America, Inc was founded after conflict started between Chrysler Corporation, the partner of Mitsubishi in import, and Mitsubishi Corporation, over issues of subcompact at the international market. Thus the independent sales network of Mitsubishi Corporation was founded in North America. The Mitsubishi cars manufactured in the first year of its operation in North America include the Starion coupes, Tredia sedan and Cordia. These were succeeded by an undersized truck. All these vehicles were marketed in 22 states with the help of 70 dealers.
The joint venture of Chrysler and Diamond-Star Motors in the city of Normal started in 1985. The cars manufactured in America were not subject to the same restrictive quotas of cars built and imported into this country from Japan. In 1987 the company marketed 67,000 cars in 1987 in the United States. By 1988 it presented the capacity of almost 240,000 cars. In 1989 Mitsubishi tried freshly to increase its operations in America with this and improved its network of sales with another 40% by extending up to 340 dealerships. It also created its first advertising campaign across the entire nation for expanding its sales operation in North America.
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