- Mitsubishi Motors Corporation (MMC) today
announced that combined orders for its eK Wagon and eK Sports minicars
reached 200,121 units as of March 12, 2003. The 200,000 unit mark was
reached in eighteen months: eK Wagon went on sale in October 2001 and
eK Sport in September 2002.
In terms of accumulated sales, the eK Series achieved sales of 189,966
units at the end of February this year, clearly over 10,000 units a month - a
figure that defines a hit product in Japan.
The eK Series is well on its way to becoming a long seller in the minicar
category and MMC is aiming to follow this up by turning the Colt compact
car launched in November last year into a long seller in the compact car
segment. Both the eK Series and the Colt are positioned as front running
products in the MMC lineup and are playing a large part in furthering
MMC's ongoing Turnaround.
The eK Series reached the 200,000 unit mark faster than previous hit
models produced by MMC. The Pajero Mini launched in December 1994 took
28 months, while the Toppo BJ minicar needed 26 months to reach the same
level of orders.
Breakdown of orders
|
eK Wagon
| Grade |
Pct. |
| 2WD M |
40%
|
| 2WD M+X Package |
23%
|
| 2WD Others |
18%
|
|
2WD Total
|
81%
|
| 4WD M |
10%
|
| 4WD M+X Package |
5%
|
| 4WD Others |
4%
|
|
4WD Total
|
19%
|
|
eK Sport
| Grade |
Pct. |
| 2WD Z |
10%
|
| 2WD R |
61%
|
| 2WD RS |
4%
|
|
2WD Total
|
75%
|
| 4WD Z |
3%
|
| 4WD R |
20%
|
| 4WD RS |
2%
|
|
4WD Total
|
25%
|
|
|
Body Colors
eK Wagon
| 1 |
Aqua-silver Metallic |
38%
|
| 2 |
Silver Metallic |
18%
|
| 3 |
White Solid |
15%
|
| 4 |
Red Mica |
10%
|
| 5 |
Light Green Mica |
5%
|
| 6 |
Dark Blue Mica |
4%
|
| 7 |
Wine Red Metallic |
3%
|
| 8 |
Rose Pink Metallic |
3%
|
| 9 |
Yellow Solid |
2%
|
| 10 |
Light Blue Solid |
2%
|
|
eK Sport
| 1 |
Dark Blue Metallic |
24%
|
| 2 |
White Solid |
17%
|
| 3 |
Silver Metallic |
16%
|
| 4 |
Aqua-silver Metallic |
13%
|
| 5 |
Black Mica |
13%
|
| 6 |
Light Blue Metallic |
8%
|
| 7 |
Red Solid |
4%
|
| 8 |
Dark Blue Mica |
3%
|
| 9 |
Yellow Solid |
1%
|
| 10 |
Rose Pink Metallic |
1%
|
|
|
Customers by age
eK Wagon
|
|
Age
|
Pct.
|
| Male |
Under 20 |
1%
|
| 20 - 29 |
7%
|
| 30 - 39 |
11%
|
| 40 - 49 |
13%
|
| 50 - 59 |
15%
|
| 60 + |
11%
|
|
Subtotal
|
58%
|
| Female |
Under 20 |
1%
|
| 20 - 29 |
11%
|
| 30 - 39 |
10%
|
| 40 - 49 |
9%
|
| 50 - 59 |
8%
|
| 60 + |
3%
|
|
Subtotal
|
42%
|
|
eK Sport
|
|
Age
|
Pct.
|
| Male |
Under 20 |
1%
|
| 20 - 29 |
16%
|
| 30 - 39 |
20%
|
| 40 - 49 |
14%
|
| 50 - 59 |
11%
|
| 60 + |
5%
|
|
Subtotal
|
67%
|
| Female |
Under 20 |
1%
|
| 20 - 29 |
15%
|
| 30 - 39 |
10%
|
| 40 - 49 |
5%
|
| 50 - 59 |
1%
|
| 60 + |
1%
|
|
Subtotal
|
33%
|
|
