Coming off of huge successes elsewhere in the automotive industry, Fred Diaz is set to become the new president, CEO, and chairman of Mitsubishi North America on April 1st. Diaz. The 29-year industry vet replaces outgoing Mitsubishi President and CEO Ryujiro Kobashi, who is returning to Mitsubishi’s Tokyo operations for an “important role” with the company.
Diaz’s immediate goals include strengthening Mitsubishi’s dealer network, reworking the brand’s image, and increasing sales by at least 30% in the United States. While these goals might sound quite difficult to hit, Mitsubishi feels that it has no better person for the job than it does in Diaz.
“The United States is a strategic market for Mitsubishi Motors in our Drive for Growth plan. With his in-depth background and experience in North America, Fred has a strong ability to proactively engage with Mitsubishi Motors’ dealers and customers as we aim to expand our dealership network, enhance our brand, and drive sales growth,” said Mitsubishi COO Trevor Mann in a statement.
“We are thankful to Kobashi-san for his accomplishments during his four years leading MMNA as he was instrumental in supporting the company’s return to profitability,” Mann added.
Diaz is certain that the launch of two new vehicles in North America—the efficient Outlander PHEV and the sporty Eclipse Cross—will be hugely successful and key toward the company’s goals for growth. Because of its incredible combination of affordability, fuel efficiency, and features, Diaz calls the Outlander PHEV “the greatest thing since sliced bread,” a claim that we are all too happy to help substantiate for you with a test drive at Jeff Smith Mitsubishi.