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Yontrakit JV serves niche market for Mitsuoka cars Franchise
| Guest post by: Dhawal Shah |
Article Overview: The little-known Japanese auto company Mitsuoka Motors, a specialist in painstakingly handmade cars, and the Thai auto franchisee, Yontrakit Corporation have announced plans for a joint venture. The new entity will produce the Mitsuoka niche car brand in Thailand. The two companies will sign a franchisee agreement next Wednesday at a Bangkok hotel, said a statement from Yontrakit. Yontrakit apart from Mitsuoka, is also runs car dealerships for Audi and KIA.
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Yontrakit JV serves niche market for Mitsuoka cars Franchise
The statement, however, did not give details about the venture's holdings, production capacity or car models.
Mitsuoka's Himiko roadster is expected to be the first model off the Thai assembly plant. Mitsuoka cars built in Thailand will be destined for both local and international markets, especially within Asean through the regional free trade scheme. A lot of Thai cars are being exported to Nepal. There are several automobile franchisees in Nepal. Based on recent reports on Franchising in Nepal, it is definitely flourishing.
The Japanese cars are now marketed in Malaysia, Singapore, Hong Kong and the UAE. The signing follows a letter of intent in early 2008 to collaborate on a future business in Thailand and conduct a study on assembling Mitsuoka cars here.
At the same time, Yontrakit was appointed as Mitsuoka's exclusive local importer and distributor with two models initially offered for sale _ the Galue luxury saloon and the Orochi sports car. The Galue comes in 2.5- or 3.5-litre versions at 3.89 and 6.98 million baht, respectively. The Orochi has a 3.2-litre engine and costs 11.7 million baht. Since their debut, Yontrakit has received orders for about one car a month.
Both models are displayed at Yontrakit's first showroom on Rama IX Road.
If the new venture proceeds as planned, Thailand will become Mitsuoka's production base outside Japan.
Mitsuoka is the first Japanese car marque handled by Yontrakit, which specialises in European and South Korean car brands.
A Yontrakit source said Mitsuoka cars would likely be built at the company's Thai Pradit assembly plant in Bangkok's Lat Krabang district, which now serves as a pre-delivery inspection centre for imported vehicles.
Mitsuoka's Himiko is a convertible roadster with a 1930s retro look. The source said it would likely be built in Thailand this year and sold in Asean markets to cash in on the trade block's preferential tariff system.
Yontrakit has been in a business alliance with Mitsuoka for several years through Advance Automobile, Yontrakit's subsidiary in Singapore that distributes Mitsuoka cars in the city-state.
Yontrakit also owns the franchise to distribute Spyker handmade supercars from the Netherlands, which retail from 30 million baht onwards.
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