Mitsubishi Pajero

Mitsubishi Pajero

Parent Company

Mitsubishi Motors

Category

SUV

Sector

Automobiles

Tagline/ Slogan

The Incredible 4x4

USP

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Mitsubishi Pajero

Powerful off-road luxury performer

STP

Segment

Premium SUV Segment

Target Group

Upper middle class executives

Positioning

A strong powerful fully featured four-wheel drive

SWOT Analysis

Strengths

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Mitsubishi Pajero

1.Sold with names like Montero and Shogun in Asia, Europe 2.One of the most popular SUVs since its launch in 1982 3.Strong Mitsubishi brand backing the SUV vehicle 4.Powerful performance and off-road capabilities 5.Consistently producing around 100,000 vehicles annually to meet demand

Weaknesses

1.Hasn’t been able to leverage more on its brand in emerging markets 2. Stagnated market share due to competition from international brands

Opportunities

1.Fast growing automobile market

2.Increasing purchasing power parity

3.Use the strong global brand presence 4.Need to work on bringing hybrid and eco-friendly models

Threats

1.Intense competition

2.Government regulations and increasing fuel prices

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Mitsubishi Pajero

3.Improvement in public transport

Competition

Competitors

1.Toyota Fortuner

2.Ford Endevour

3.Audi Q5 4.Honda CRV

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