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Samuel Ee
Wed, Jan 31, 2007
The Business Times
Mitsuoka offers alternative styling

One month after launching the Mitsuoka line of retro-Eurostyle cars, Advance Automobile is working on another brand, this time a Continental make which it hopes to introduce in one-and-a-half years' time - after its newly acquired Japanese marque is better established.

Advance had previously held the Citroen franchise since 1999, before the French make was taken over by the Cycle & Carriage group in October. The company is now rumoured to be negotiating to become a dealer for a marque which is already represented here.

As for Mitsuoka, Advance approached the Toyoma-based carmaker about a year ago. Toyoma is a city on the fringe of Niigata prefecture, which is located in north-west Honshu along the Sea of Japan.

When asked why, Advance's managing director Chaiyong Chansungsan said: 'The Mitsuoka car is for the person who loves to have something different, something that reflects his individuality. We also looked at it as the smart businessman's business tool to help build his company's image and grow his potential business.'

Mr Chaiyong said Advance plans to sell about 200 units in Singapore annually, but the republic is not the first country outside Japan to have experience with the fancifully designed automobile.

Akio Mitsuoka, president of Mitsuoka Motor, explained that sales began as early as 10 years ago in Malaysia, Hong Kong and Macau. 'The Asian economy has been expanding recently, so there are many countries asking for our cars.

People are starting to like driving them,' Mr Mitsuoka explained through an interpreter during a visit here last week.

The business was started 40 years ago by his elder brother, who is also the chairman, said Mr Mitsuoka. A younger brother is the general manager of the company, whose main business is as a dealership of Continental makes such as Volkswagen, Audi, Lamborghini, Bentley and other European and American brands.

The manufacturing part accounts for only 10 per cent of Mitsuoka Motor's business and last year, it sold 980 units although it has production capacity for 1,600 cars.

Mitsuoka's chairman designed the first car in 1987. Its running gear was based on the chassis of a Volkswagen Beetle and being a fan of classic cars, its bodywork was designed in the style of a 1930s automobile. But a few years ago, outside talent was brought in for the design work and today, Mitsuoka produces two styles of cars - classic and sporty. It takes a mundane Japanese car and redesigns the nose and tail, leaving the doors and cabin intact.

Two classic-style models are already available here - the 2.5-litre or 3.5-litre V6 Galue and the Nouera with a choice of 2.0 and 2.4 engines. Like the original Mitsuoka, their running gear is sourced from more well-known production models. The Galue chassis is taken from the rear-wheel-drive Nissan Fuga, while the Nouera is based on a front-wheel-drive Honda Accord.

In April, a smaller 1.5 litre Viewt four-door model will arrive. Its platform is that of a Nissan March but it has been restyled into a 'mini Jaguar', according to Advance.

Also in April, Advance will put on sale an original Mitsuoka model - the Orochi 'super sports car'. Everything about it is made in-house, with only the 3.3-litre engine and transmission sourced from Toyota. More than 200 units of this extravagant coupe were ordered when it was launched in Japan in October.

'Honda and BMW have a high market share but everyone is driving the same model, which is boring,' says Mr Mitsuoka. 'Mitsuoka has less than one per cent of the market in Japan but it is unique. Those who want to show off their own identity will buy these cars.'

 

 
 
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