Mitsubishi Motors Corporation (MMC) announced that it will establish an office in Nairobi, Republic of Kenya with the aim of strengthening its information-gathering capability on the African market as well as further invigorating its local sales network. The office will begin operations in January 2014.

Automobile demand in the African market is expected to rapidly increase, with great potential for economic growth, because of its abundant of natural resources and increasing population, according to MMC. MMC-brand vehicles were first introduced in the African market in the late 1960s. MMC vehicles, typified by pickup trucks and SUVs, have been widely accepted by African consumers for their all-terrain capability and four-wheel-drive technology which are ideal for driving on rough roads. Currently, MMC's sales network reaches throughout 48 countries in the continent.

MMC's African operations including sales, parts, and after-service had been overseen by Mitsubishi Motors Middle East And Africa FZE (MMMEA) in Dubai. However in recent years, detailed and specific market information regarding consumer needs, returning feedback to product development, and closer communication with local sales outlets have all become more and more necessary, according to MMC. Thus MMC decided to reopen an office now after closing the previous office in 1996. The new office will strengthen African operations through various measures including human resource development for local staff, in cooperation with MMMEA.

In preparation for the future expansion of motorization in Africa, MMC will move ahead with upgrading its operating base in Africa during the New Stage 2016 new mid-term business plan, which begins next April.