RALLY UNDER PRESSURE

Mitsubishi showcases where it’s best at with revival of Ralliart

Diamonds are one of the hardest, toughest solids on Earth. Still, the toughest can get tougher. The best can get better. Just add some more “pressure.”

This is what Mitsubishi Motors Philippines Corp. (MMPC) is conveying as it showcases the best of its rally heritage, and the vision of its motoring future, at the ongoing 8th Philippine International Motor Show (PIMS) at the World Trade Center Metro Manila in

Pasay City, which is on its final day today.

The three-diamond marque, the offspring of the giant Mitsubishi Heavy Industries, made automotive history by introducing Japan’s first series production automobile in 1917. It subsequently became popular for its decades of innovation in building 4-wheel-drive vehicles, and demonstrated its prowess in international rallies from the 1960s onward. It took on the World Rally Championship and Paris Dakar Rally with gusto, and its many achievements on roads unpaved bethe technological foundacame tions of many of its vehicles in mainstream production.

Apart from its vehicles emerging with flying colors from the pressures exerted by the punishing trails, Mitsubishi as a corporate entity also endured the pressures of global economic competition, forging productive ties with other key industry players. Openness has been its strength.

Mitsubishi’s willingness to cater to international lifestyles has also been the defining trait of the brand over the generations. Automotive historian Paolo Tumminelli, author of “Car Design Asia: Myths, Brands, People,” explained this adaptability by citing the varied designs, forms, and functions Mitsubishi adopted in its vehicles, from the 1978 Colt, a compact car with a European appeal, through the Pajero off-roader and the Space Wagon van, to the Lancer Evolution rally fighter series—whose later iteration was designed by Pininfarina.

At the 8th PIMS, visitors to the dynamic Mitsubishi booth will also get a feel of the carmaker’s proud heritage in technology, versatility, and most especially in motorsport. Alongside its Xpander, which has been its most

From left, Mitsubishi Motors Philippines Corp. executives Cesar Ramirez (FVP, sales and marketing), Takanobu Suzuki (EVP, sales and marketing), Takeshi Hara (President and CEO), Takehisa Usami (EVP, Corporate), Michihiro Toyomizu (EVP, Finance) and Taro Soga (EVP, Manufacturing).