The new name comes as part of the companys three-year turnaround plan for its operations in Thailand and is intended to reflect the new image of Mitsubishi Motors there while indicating the companys continued commitment to the Thai automotive industry.

I would like to congratulate Mitsubishi Motors (Thailand) Co., Ltd. on the occasion of its formal name change. This marks a new beginning for the company to once again stake its claim as a major player in Thailand, MMC executive vice president for international sales and marketing Steven Torok said at a name-changing ceremony in Bangkok this afternoon.

The restructuring of Mitsubishi Motors operations in Thailand is showing great progress in terms of creating a more efficient management structure, a more cohesive dealer network, and a more effective product planning and marketing program, he added.

The company today also launched the 2.4-liter, 4-speed automatic Outlander, which combines the off-road capabilities of an SUV with the urban style and comfort of a modern sedan. The market launch of the Outlander crossover SUV is the first in a new product offensive that calls for a shift away from the companys traditional reliance on pickup trucks to a broader product mix. The Outlander will be followed by the Grandis minivan slated to go into production at the companys Laemchabang factory near Bangkok next year. This marks the first time the Grandis will be manufactured outside Japan.

Mitsubishi Motors Thailand currently produces over 100,000 units a year for the domestic and export markets. The company expects domestic sales to jump by over 12 percent this year to 36,000 units, which translates to a market share of 8 percent. MMCs operations in Thailand stretch back to 1961 when the company began producing small pickup trucks. In 1987, Mitsubishi cars became the first Thai-built cars to be exported when MMC Sittipol started exporting the Lancer Champ to Canada. The company celebrated another first for the Thai automotive industry earlier this year when its accumulated exports exceeded 500,000 units. Mitsubishi passenger cars and pickup trucks built in Thailand are now exported to over 130 countries.