OREANDA-NEWS. Mitsubishi Motors Corporation (MMC) announced its ASX compact SUV will be locally assembled and sold in Malaysia. The move comes as a new step in following MMC's strategy in emerging markets.

Currently MMC conducts sales of imported vehicles in Malaysia through exclusive distributor Mitsubishi Motors Malaysia Sdn. Bhd. (MMM). Since its establishment in 2005, MMM steadily increased its sales volume focusing on the Triton pickup. However, in order to further expand its presence in Malaysia, boosting operations in the market's main segment - passenger vehicles - is crucial; so a first step towards this goal is to boost sales of the highly-acclaimed ASX by switching from the current Japan-made import to a built-in-Malaysia model.

MMC will collaborate with MMM and assign Tan Chong Motor Assemblies Sdn. Bhd. to assemble the ASX. Tan Chong Motor Assemblies Sdn. Bhd. is a subsidiary of Tan Chong Motor Holdings Sdn. Bhd., a company that promotes development of automobile business throughout Malaysia. Production is slated to start in January 2014; then sale is planned to begin soon after in February.

MMC (through MMM) first started selling the Triton pickup in 2006 and the Pajero Sport mid-size SUV followed in 2009. Then the ASX was introduced in 2010, and the Mirage global compact after that in 2012. This progression of expanding the lineup in Malaysia was implemented to meet to the needs of Malaysian consumers. Moving forward, MMC plans to improve its market share in the Malaysian market by further expanding its product lineup through various measures including but not limited to adding more locally-produced models.

MMC made the concentration of business resources in emerging markets a major strategic pillar of its JUMP 2013 mid-term business plan which the company announced in January of 2011. This strategy focuses mainly on strengthening MMC's operating base in the ASEAN region. Local production and sales of the ASX in Malaysia will be one of many tactics in the implementation of this crucial strategy. MMC will work to strengthen its operations by improving and firmly cementing the Mitsubishi Motors brand in emerging markets with promise of future growth.