USF to Launch Mitsubishi Airtrek Next Month

USF Sdn Bhd will be adding the Mitsubishi Airtrek (launched in Japan in the middle of this year) to its line-up of imported models. As many will have noticed, the company has been advertising the model in some papers but the vehicles are not actually in the country yet.

“We have begun our advertising campaign to create awareness that the new model is available from USF and the main reason why it is not available for delivery immediately is because we realise that many customers would prefer to have the registration date in 2002,” explained Doreen Wan, Marketing Manager at USF. “It is unlikely that many will want to have the model registered as a ‘2001 model’ which can have implications on the resale value later on.”

She said that the shipment from Japan is already ‘on the water’ and the vehicles will be in USF showrooms sometime in January.

It’s quite a surprise to see USF importing a new Mitsubishi model so soon after its launch and it could well be that the company doesn’t want to let the private importers have a ‘free run’ selling it. Typically, the private importers will bring in the vehicles from Japan shortly after their launch to exploit the eagerness of enthusiasts to have the latest and greatest. And for that privilege, the buyers also usually have to pay a hefty price.

However, Ms Wan warns that buying from private importers may not be a good idea even though they can offer the product right away. She told AUTOWORLD.COM.MY that USF, being the authorised importer and distributor of Mitsubishi vans, pick-ups, light commercial vehicles and sport-utility vehicles (SUVs), can provide buyers with full documentation for the imported models they buy.

“We deal directly with Mitsubishi Motors and all documentation is processed carefully. Therefore, we can assure customers who buy from USF or its authorised dealers that they won’t have problems with documentation, customs or import permit issues,” she said.

Furthermore, she added, USF will only offer after-sales support and servicing to its customers and not those who buy Mitsubishi vehicles from the parallel importers. This statement is mentioned in the advertisement for the Airtrek which makes it clear that USF won’t honour Mitsubishi Motors’ warranties for vehicles not sold by it.

“It should also be noted that while Mitsubishi vehicles are of high quality, there may be times when a component is found to be defective and has to be changed. The manufacturer will then announce a recall and its official distributors will contact all owners on their records. These owners will receive all the necessary assistance to replace the part from USF, usually free of charge” said Ms Wan.

“But for those who buy from the parallel importers, we can’t help them since we don’t have their details. In fact, officially, their vehicles are supposed to be in Japan because they are usually bought through dealers there who are supposed to sell the units only in Japan. So how are they going to get the replacement done?” she warned.

“It can be a serious issue so we urge customers to think carefully whom they buy their Mitsubishi vehicles from,” she suggested.

Anyway, enough of marketing talk… what about the Airtrek?

The Airtrek began as the SUW Active concept car at the 1999 Tokyo motorshow and was one of three concepts which Mitsubishi Motors was examining then. The SUW proved to be the one which visitors were most positive about so further development was carried out. By the end of last year, the design was finalised and as a final market test, a prototype known as the ‘ASX’ was displayed at the Detroit Motorshow in January 2001.

New generation RV
Though most people would regard it as a ‘sport utility vehicle’ (SUV), the popular term nowadays, Mitsubishi Motors has described the Airtrek as a ‘new-generation all-round cross-over Recreational Vehicle’. It is a sort of hybrid with dual roles and the ability to perform well on the highway or off it. Thus it is not some luxurious Pajero but more of a rival for the likes of the Subaru Forrester.

Like the Forrester, the Airtrek has a more stationwagon profile and sits on a wheelbase of 2625 mm which is claimed to be the longest in its class. It is also set higher than a car with a generous 195 mm ground clearance, placing the driver’s eye level high for better all-round visibility.

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