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What
aspects of the “i” have been favorably evaluated
by customers? |
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A
key feature is the rear-midship engine layout. Japan’s
mini-vehicle standard imposes strict vehicle size restrictions,
and placing the engine at the rear helps to maximize
passenger cabin space, while also bringing high performance
and highly individual styling. Styling is the primary
purchase motivation for nearly 40% of customers.
The “i” also has a high proportion of unit
sales in metropolitan areas. We initially targeted young
people, but at present the main purchasers are men in
their 50s, who purchase it as a second or third car
for short-distance, day-to-day family use. |
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| Where’s
the engine?! Behind the rear seats, under the trunk
floor… | |
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How
many awards has it won? |
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Twenty,
including awards from public organizations and magazine publishers.
This is unprecedented in the industry. The most gratifying
was the Grand Prize of the Good Design Awards, which encompass
designs for all kinds of products, many of them closely tied
in with people’s day-to-day lives. For instance, the
product that remained in the finals with the “i”
was a robot suit: HAL-5.
The “i” also won J.D. Power Asia Pacific’s
top awards in both the Product and Quality categories. Winning
the latter was especially pleasing, considering that our effort
took place amid a decline in Mitsubishi Motors’s reputation
for quality, owing to the recall scandals in 2004. It feels
great to have won back the positive reputation.
Finally, the “i” won the highest award in the
Consumer’s Choice Award—Car of the Year. This
award scheme began last year, and winners are chosen through
a public vote on a website. |
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What
was the most difficult at the development stage? |
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We had to innovate the engine,
suspension system, platform and production line facilities
as well as certain manufacturing processes, for instance
for the highly curved windshield, the largest of its
type in the industry. Another challenge was the special
shape and motion control technologies for the car’s
single windshield wiper.
We made few compromises in the design, to the great
satisfaction of the designers. However, recouping this
enormous investment was a concern. It was difficult
to predict whether the innovative design and rear-engine
structure would suit the market.
Also, immediately after the project’s initial
activities began at the end of 2000, there was a management
crisis resulting in management participation from DaimlerChrysler.
Under the circumstances, we lacked the leeway to propose
new products. In the enormous, global organization that
was DaimlerChrysler Mitsubishi, a mini-vehicle project
limited to the Japanese market had little priority.
The importance of the “i” concept was finally
recognized in 2004, but then DaimlerChrysler suddenly
withdrew and the management structure changed again.
So the project was actually aborted twice; the decisive
go-ahead did not come until December 2004.
The actual development required repeated trial and error
and fine-tuning, as the car we developed was totally
new. That effort probably greatly contributed to the
high quality.
As the “i” is a rear-engine car, dealers
in Japan’s snowy regions initially expressed concerns
about its performance on snowy roads. However, test
drives in Hokkaido, Tohoku and Hokuriku demonstrated
that the “i” has good traction and stability
even on such surfaces. |
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Have
you set your sights on overseas markets? |
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“i” has met with highly favorable reviews at overseas
motor shows, and we have already begun limited exports to
Singapore, Hong Kong, New Zealand and Brunei, where specification
modifications are not required. We also plan to launch it
in the U.K. In all markets, the “i”’s design
and ride quality have been very favorably rated. |
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Is
there anything else about the “i” that inspires
you? |
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| The strong teamwork of the development
staff was very inspiring. At the time of the release, I was
pleased when company employees voluntarily purchased 100 cars
and held cavalcades on weekends or voluntarily passed out
leaflets at train stations. I am also overjoyed by the many
customers who write about their love for the “i”
on Internet blogs. |
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