This is the strategy of Atsushi Kurita, the new managing director for…

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This is the strategy of Atsushi Kurita, the new President Director of Mitsubishi Indonesia

Each manufacturer has a specific strategy to win the competition in the Indonesian automotive market, and it turns out that the strategy of Atsushi Kurita, President and Director of New Mitsubishi Indonesia is interesting to watch.

Each manufacturer has a specific strategy to win the competition in the Indonesian automotive market, and it turns out to be a strategy AtsushiKuritathe new managing director of Mitsubishi Indonesia proves interesting to watch.

Kurita San’s strategy continues Mitsubishi’s hegemony

“I was the managing president of KTB 2017-2020, at that time I was focused on commercial business, now it’s different again. The focus is on passenger vehicles, it’s quite difficult to compare because the market is different,” said Atsushi Kurita, President Director of PT Mitsubishi Motors Krama Yudha Sales Indonesia (MMKSI).

Atsushi Kurita, President Director of PT MMKSI
Atsushi Kurita, the new President Director of MMKSI

In fact, “I became Chairman Director just three days ago, I’m afraid the answer I gave was not comprehensive. You are right, I see that we will really face many difficulties due to inflation and competition,” said Kurita San, l is Atsushi Kurita’s last name and nickname.

Naoya Nakamura and Atsushi Kurita Mitsubishi
Naoya Nakamura (left) officially replaced by Kurita San

Furthermore, the man who previously served as General Manager – Automotive Business Division, ASEAN Automotive Dept., Mitsubishi Corporation, Japan also said, “Because during yesterday’s pandemic the market fell sharply and government support and good purchasing power have finally rebounded again,” said Kurita San.

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Trust in the power of products

As one of the strategies to excel in the Indonesian automotive market, Kurita San truly believes in the strength of Mitsubishi products. “We have a strong product and will obviously work with the MMKI factory to conduct a manufacturing cost reduction review to cover these increases,” she said.

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However, he also admitted that electrification has changed the map of the competition. “This time the rivals are not only Japan, but also China and Japan. But we are not worried because we also have the best technology in the field of electrification,” the bespectacled man is sure.

Mitsubishi Minicab-MiEV 2024
Kurita San is confident that this car will be well received by commercial vehicle consumers in Indonesia

“We will actually produce Minicab-MiEV, end of this year, start selling early next year, we know the government has a strong desire to become the leading country in electric car industry. We will help Indonesia make it happen We have the product and I will try to sell it,” he said.

“We are also working with financial institutions that we have to provide attractive offers for consumers. Of course, to cover the cost increase is an increase in processing prices, but we are as much as possible to maintain the current price until there is a change later,” concluded Kurita San.

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