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Mitsubishi brand will withdraw from Beijing Benz brand

Jorvan From Gasgoo.com| February 08 , 2007

Recently, a source from Beijing Benz disclosed Mitsubishi models will withdraw from the Beijing Benz to stick up Benz-Daimler-Chrysler high-end brand image. Meanwhile, Mitsubishi brand is withdrawing from Beijing Benz. From data released by the National Passenger Cars Association, Beijing Benz Mitsubishi Outlander have been stopped its production from the end of last year, meanwhile, Mitsubishi Motors is phasing out the Beijing Benz sales channels.

The complex relationship between Beijing Benz and Mitsubishi derives from the Asia strategy proposed by Jurgen Schrempp, former chairman of Daimler-Chrysler years ago. Before joint venture of Daimler-Chrysler and Beijing Auto Holdings, Mitsubishi brand was the second brand of Beijing Jeep, former Beijing Benz brand. Outlander, which was put into production in 2003 played an important role in Beijing Jeep's recovery from poor performance. In November 2005, sold out Mitsubishi's share by Daimler-Chrysler, Mitsubishi's withdrawal has become a foregone conclusion.
With accelerated market strategy, coupled with a re-presence of Mitsubishi cars in China, it is right time for Mitsubishi to withdraw from Beijing Benz. News from Mitsubishi showed that Outlander, produced in Beijing Benz earlier will be gradually transferred to other Mitsubishi joint venture in China and continue its production within a year, as its base, Southeast Motor is preferred.

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