Brand loyalty lets Mitsubishi customers return

  • Dealers experience influx of returning customers
  • Quality and reliability one of the main reasons customers return
  • Longevity of vehicles a key factor

CAPE TOWN. Mitsubishi Motors South Africa dealerships experience an influx of returning customers, highlighting a kind of customer loyalty envied by many of its competitors.

“They keep on coming back thanks to our quality vehicles, and many are kept in families for many years,” says Nic Campbell, General Manager of Mitsubishi Motors South Africa.

This was evident at most of the 40 dealerships all over South Africa when the Mitsubishi Eclipse Cross 1.5 TURBO proved to be the most popular model since its launch.

“Here at our dealership the Triton pick-up was most popular during lockdown, but after we have returned in May customers are also opting for the ASX as well,” says Mark Africa, Dealer Principal at Mitsubishi Motors Paarden Eiland.

New Vehicle Sales Manager Charl Smit, who has been at the dealership since inception, says the quality of all Mitsubishi models is key to loyal customers staying with the brand.

“Mitsubishi is one of the brands in South Africa that experiences the highest return business in the country – once a customer has owned a Mitsubishi, many of them come back to upgrade or expand their Mitsubishi experience.

Smit says the Mitsubishi Motors Corporation in Japan and Mitsubishi Motors South Africa supply “outstanding quality products” and as it operates in a niche market, customers appreciate the fact that the model range offers “something for everybody” without flooding them with choices.

“We have a very loyal following. It is unbelievable,” says the veteran Sales Manager .

As the first contact between MMSA and Mitsubishi owners, the sales staff have a close relationship with existing customers.

“We have a lasting relationship with them and many return to buy a second and even a third vehicle for their family, passing the older models on to adult children,” recalls Smit.

Another kind of loyal customer are people who have owned a Mitsubishi “for years”.

“One of Mitsubishi Paarden Eiland’s most loyal customers is an older lady who bought a Pajero LWB a few years ago. Her vehicle has done over 800 000 km and she still brings it back for each and every scheduled service.”

Africa says many customers “upgrade” their vehicles as they progress in life. “Many then keep their ‘old’ vehicle and buy another, bigger model, and, as we have experience with many families, eventually pass it on to their children or family.”

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