"Mitsubishi Motors-ness" uncovered through collaboration with other companies

As the Kei-car market entered maturity, what users were looking for changed accordingly. How did the eK series evolve in response to these demands for further development? This is Part Two of the eK Series story. (Click here for Part One)

In the 2010s, the Japanese Kei-car market reached maturity and its user base widened. Previously, the main users of Kei-cars had been elderly people and women, but an increasing number of people also began to downsize to them from regular-sized and compact cars. As Kei-cars became a popular choice as first cars, users' attitudes shifted from "a Kei-car is fine" to "a Kei-car is what I want." In addition to the low maintenance costs and ease of everyday use that are the hallmarks of Kei-cars, there was also an increasing demand for Kei cars that could be used for leisure activities and had interior space comparable to compact cars. In addition, more and more users sought advanced safety features.

So, how were we able to meet these needs while keeping prices the same? Our answer was to collaborate with Nissan Motor Co., Ltd. (hereafter, Nissan). In 2011, Nissan and Mitsubishi Motors established NMKV Co., Ltd. as a joint venture company for Kei-cars. With our expertise in Kei-car manufacturing, we took charge of development and manufacturing, while Nissan, which was taking on the challenge of Kei-cars for the first time, was in charge of parts procurement and planning. Sharing platform, which comprise the essential foundations of a car, such as the frame, suspension, steering system, and power train, allows for more efficient development. The number of parts to be procured will also increase, so they can be purchased at a lower cost. These reductions in cost allow for lower prices and more up-to-date equipment.

Under this new framework, we decided on a "height wagon" type, which had come to dominate the Kei-car market. By collaborating with Nissan, we were able to combine the strengths of both companies and compete directly in the height wagon category. Naoya Oshiumi, who worked with the Nissan team on planning as our product planner, felt this was a great opportunity.

"In our daily meetings with the Nissan team, we discussed where we could outdo the competition, and we came to the conclusion that our strong point was the expertise built up by Nissan and Mitsubishi Motors as manufacturers of registered vehicles. This gave us a clear direction for development. We were confident there was a Kei-car that only we, having developed and produced a wide range of vehicles from SUVs to compact cars, could make."

Compared to the 2nd generation, the overall height and wheelbase were increased by 70 mm and 90 mm, respectively, and the space for both front and rear seats was also increased by 107 mm, giving greater comfort in the rear. It was also the first Kei-car to feature a touch panel automatic climate controls, as well as our first to be equipped with a CVT with sub-gear train transmission. By achieving quality comparable to that of a registered vehicle, we were prepares to compete in the mainstream.

However, we also faced a major challenge: how to get customers to choose our car. The 3rd generation eK Wagon and the Nissan DAYZ shared not only a platform but also basic body components. As such, the only parts that we could use to pursue a Mitsubishi Motors-ness were those that attached to the body. This meant differentiating the car by changing things like the bumper, headlamps, and the garnish.

"As a result, the two companies decided to offer four types of front bumpers and two types of rear bumpers. The Mizushima Plant, which manufactured the product, must have had a hard time, but they were very proactive in cooperating with us. Thanks to them, we were able to give shape to a Mitsubishi Motors-ness ."

Even though the manufacturing arrangements have changed, our attitude to development remains the same: to make good Kei-cars by listening to our customers and responding faithfully to their requests. We conducted repeated interviews with customers regarding use and equipment.

"One of the most striking comments was from a customer in Kyushu, where there are many users of Kei-cars, who said, 'children sitting in the back seat get so hot that I have to keep looking behind me.' This was right around the time when we were wondering what the specifications of the new "eK Space" super-height wagon, to be added to the third generation, should be. Accordingly, after listening to the opinions of various users, a rear circulator that blows air to the rear seats through a vent located in the center of the ceiling and a roll sunshade that relieve sunlight were installed to make the rear seats comfortable even in the large interior of the eK Space.

Although we managed to differentiate the 3rd generation model using parts, the Kei-car market is crowded with all kinds of products, and we were unable to produce a car with a distinct enough identity to bring customers to our dealerships. Therefore, we decided that rather than targeting everyone and trying to refine the appeal of our products, we would aim first and foremost to meet the expectations of customers who love Mitsubishi Motors. For this generation, Nissan took over responsibility for development, while we handled production. Given Nissan's desire to make a height wagon that meets every need at an advanced level, how would we differentiate ourselves and what direction would we take? Amid polarized discussions within the company, there were calls to develop a distinctive vehicle with SUV styling, and at that time, we were evaluating competing cars to determine the capabilities we wanted to aim for.

Kosuke Fujii, who was in charge of product planning for the 4th generation, recalls, "To differentiate ourselves, we needed to change our target audience.

The population of car drivers is getting older, but we also need to target younger people for the future. With the eK Wagon, we were targeting a wide range of customers, just like Nissan, but we also thought we needed the eK X ("cross") to target a younger age group. We had many discussions with our co-developer Nissan, but in the end we came to the conclusion that since the brands were different, we couldn't just make the same thing."

The eK X was designed with an active image in mind. When we say outdoor activities, we are not talking about full-scale camping in the mountains, but rather something more casual, like setting up a tent and barbecuing at an outdoor festival. We researched outdoor goods and clothing for young people to give the car a slightly outdoor feel. Particular attention was paid to the color. Chigusa Yasui, who was in charge of color design, says, "The power of color is that it can change your view of the world.

By changing colors and materials, we can create products that give completely different impressions. With the eK X, we envisioned driving through a rich natural environment. For example, to give the Sapphire Blue Metallic a fresh impression to suit the seaside, Sterling Silver Metallic was used for the roof. Conversely, Olive Green Metallic was inspired by the image of an outdoor festival site or a forest, but a silver roof would have been too strong a contrast, so Titanium Gray Metallic was used to give it a more subdued look. Finally, what we obsessed over the most was the yellow. We had originally considered a fresh lemon yellow, but decided on a natural, slightly heavier Sand Yellow Metallic to give it the feel of an SUV. I myself never thought that by being so particular about colors and materials, we could lay out a world so Mitsubishi Motors-ness."

The front design features the same "Dynamic Shield" design as the Outlander and Delica D:5, designed to evoke the joy of off-road driving. Many people involved found it impossible to imagine Dynamic Shield being used on a Kei-car, and it sent shockwaves even through the company.

In addition to a new powertrain that delivers robust driving performance, the wheelbase has been extended by 65 mm to provide a spacious and comfortable interior for four adults. In addition, the eK Wagon is equipped with MI-PILOT, which helps drivers to stay in lane on the expressway, making it a safe, convenient, and comfortable vehicle. The eK X is a Kei-car that combines that appeal with a distinctively Mitsubishi Motors-ness.

In the aging Japanese market, more and more people who have finished raising their children will choose Kei-cars after deciding that they are enough to meet their needs. The eK X is an option not only for the younger generation, but also for customers who have enjoyed the SUV lifestyle with the Outlander and Delica D:5. It can be driven safely at any time in a variety of road conditions, including rain, snow, and mud. We believe that this direction, offering means of travel for everyday use, is the one that Mitsubishi Motors should take.

The DNA of the eK series, which has been reflecting customer input in its products for more than 20 years, will be passed down to the eK X EV launched in 2022.