Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • Munich Auto Show
    • Geneva Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Technology
    • Segment Analysis
    • Cars & Concepts
    • Supplier Spotlight
    • Europe By The Numbers
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
  • Podcasts
  • Car Cutaways
  • Resource Center
  • EVENTS
    • ANE Congress
    • ANE Rising Stars
    • ANE Eurostars
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: All or nothing: Why circular business models require a holistic approach
    • Capgemini: Invent Head on automotive takeaways from CES 2023
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Capgemini: The circular economy is spurring new thinking on EV batteries
    • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
    • HEXAGON: Plugging into data is the only way to make winning EVs
    • PUBLICIS SAPIENT: The power of post-purchase: How automakers can maximize customer lifetime value
    • TOYOTA EUROPE: Toyota Motor Europe's next-gen C-HR: sensory innovations revealed by Vehicle UX leader
    • TUV Rheinland: Ideas, services and certifications for smart mobility
    • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
    • Toyota Europe
    • UFI Filters
    • SENSEAUTO: Driving the future of mobility with SenseAuto: The AGI power behind the wheel
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Automakers
March 12, 2019 08:03 AM

Why Mitsubishi gave its new Europe boss more control

Nick Gibbs
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    Bernard Loire: "I'm trying to bring some European-ness to Mitsubishi."

    Mitsubishi has run its network of private European distributors from Japan for years. That changes starting this month with a shift to a European organization based in Amsterdam headed by Bernard Loire, a longtime executive with Mitsubishi’s alliance partner, Nissan. Loire, who left Nissan as managing director of its Western Europe region, joins the much smaller manufacturer during a period of growth led by the Outlander plug-in hybrid SUV. He told Automotive News Europe Correspondent Nick Gibbs how he intends to build on that car’s success.

    Why did Mitsubishi decide to establish sales and marketing operations in Europe?

    Until now we only had aftersales and logistics operations based in Europe. All car sales and marketing were handled from Tokyo. My mission is to set up a business starting this month. It’s definitely the right time. Why? We are mostly operating with private distributors and we deal with them on a daily basis. It’s much easier when you are in the same time zone. I also think we can be much closer in terms of consumer understanding and marketing programs than when you are in headquarters in Japan.

    Is Europe profitable for Mitsubishi?

    We don’t disclose profits per region. It is clear that if we decide to invest in Europe it’s not to lose money, so we need to have additional volumes. Our business is very dependent on volume, but it’s volume and mix.

    The Outlander has been Europe’s best-selling plug-in hybrid for a number of years. Will it be able to stay on top with so many new arrivals poised to enter the market?

    I think it will accelerate. Last year we sold nearly 25,000 and for this year we can do at least 35,000 to 40,000. In the last four months [November 2018 through February 2019], it has been our top-selling model.

    In the Outlander’s best-selling market, the UK, the government has removed plug-in hybrid incentives. Will that harm sales?

    The UK accounted for a third of our sales last year, and it will be less this year, probably a quarter. But some markets are starting to grow. Germany has new support for company car drivers choosing PHEVs [plug-in hybrid electric vehicles]. We can see demand raising significantly. In France we foresee demand going much higher. Our new homologation in WLTP at 46 grams per kilometer of CO2 means we meet the threshold to qualify for incentives in most markets.

    Who are your competitors? Plug-in hybrids or regular SUVs?

    Our immediate competitors are the plug-in hybrids, mainly from premium brands, but we can see a new buyer who is looking for an SUV and switching from a diesel to a plug-in hybrid, bypassing gasoline. CO2 at 46g/km provides a strong reassurance that you can drive a family SUV anywhere in Europe – the mountains, on the highway and in city centers [unlike a growing number of diesels, which are being banned from downtown areas in European cities]. A true go-anywhere vehicle.

    Is the plug-in hybrid a stop-gap technology for you? 

    We are interested in the technology for the long term. We have said every new Mitsubishi in the future will have an electrified solution. Full-electric is good for small cars and small SUVs. Plug-in hybrids are good for bigger SUVs.

    When is your next PHEV coming?

    Next year. It will be smaller than the Outlander

    Can you tell us whether it will be a version of the Eclipse Cross compact SUV?

    Obviously this is one segment we are looking to provide electrification via a plug-in hybrid.

    Meet the Europe boss

    NAME: Bernard Loire

    TITLE: Mitsubishi Europe President and CEO

    AGE: 53

    MAIN CHALLENGE: Maintaining Mitsubishi's tight grip on Europe's plug-in hybrid sector as more challengers debut.

    Are you dropping diesels?

    We have diesels in the Eclipse Cross and ASX [small SUV]. There are still markets where diesel is important. Our mix of diesel was less than 20 percent last year and it will drop further this year. We prefer to concentrate on electrification.

    How are you leveraging alliance partners Nissan and Renault to bring down costs?

    I have nothing to share with Renault or Nissan. In pure commercial terms we are competitors. My areas are everything which is visible to the consumer, so we are completely autonomous. But when it comes to sharing everything that’s not visible to the consumer -- platforms, purchasing, technologies -- why not?

    What about logistics?

    We are studying this. It’s absolutely on the table.

    What will be your first vehicle on an alliance platform and when will it come?

    The next Outlander in 2020.

    What about local production? Will you get to the volume level needed to restart output in Europe? 

    [Mitsubishi Chief Operating Officer] Trevor Mann said we would have to get to something like 85,000 units for one model before that could happen. When you look at our sales figures, the Outlander PHEV has the potential to grow to 40,000, so we are still far away from that [reaching 85,000]. There is no plan at the moment.

    What was the biggest difference for you when you moved to Mitsubishi after spending most of your career with Nissan?

    Mitsubishi and Nissan have a lot in common, but Nissan is a global company which can be European in Europe and American in the U.S., whereas Mitsubishi is a more Japanese company. I’m trying to bring some European-ness to Mitsubishi. It reminds me of when I joined Nissan in 2002 when the operations were being set up, because then Nissan Europe was really taking off. This is quite similar. It’s exciting.

    AUTOMOTIVE NEWS EUROPE MONTHLY MAGAZINE

    This story is from Automotive News Europe's latest monthly magazine. To view the new issue, as well as past issues, click here.

     

    RECOMMENDED FOR YOU
    Interactive data dashboard: Get the latest Europe sales and other key statistics
    Recommended for You
    Interactive data dashboard: Get the latest Europe sales and other key statistics
    Interactive data dashboard: Get the latest Europe sales and other key statistics
    Seres SF5 2023 IAA Mobiity auto show
    Germany signals China EVs probe will have high burden of proof
    Toyota bZ4X driving down steep incline 2022
    Toyota to speed up EV production, aims for over 600,000 vehicles in 2025, report says
    Main Image Cars
    Sponsored Content: Driving the future of mobility with SenseAuto: The AGI Power Behind the Wheels
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • Advertise with us
    • Advertise with Us
    • Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Munich Auto Show
        • Geneva Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Technology
      • Segment Analysis
      • Cars & Concepts
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • Resource Center
    • EVENTS
      • ANE Congress
      • ANE Rising Stars
      • ANE Eurostars
    • More
      • Publishing Partners
        • Capgemini: All or nothing: Why circular business models require a holistic approach
        • Capgemini: Invent Head on automotive takeaways from CES 2023
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Capgemini: The circular economy is spurring new thinking on EV batteries
        • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
        • HEXAGON: Plugging into data is the only way to make winning EVs
        • PUBLICIS SAPIENT: The power of post-purchase: How automakers can maximize customer lifetime value
        • TOYOTA EUROPE: Toyota Motor Europe's next-gen C-HR: sensory innovations revealed by Vehicle UX leader
        • TUV Rheinland: Ideas, services and certifications for smart mobility
        • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
        • Toyota Europe
        • UFI Filters
        • SENSEAUTO: Driving the future of mobility with SenseAuto: The AGI power behind the wheel
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us