in the start-up operations of a few companies, not the ongoing operations. That represented an interesting challenge here. But I like the people and the product so I’ve been really happy here.” Today, Simmonds says, the Mitsubishi customer is higher income, looking for high style and leading- technology. We’ve kept our loyal customers who continue to look to Mitsubishi for its reliability and value for money. A new customer base is attracted to Mitsubishi’s recent shift in strategy to SUVs and a commitment by the brand to introduce product innovation like the disruptive Outlander PHEV. But the journey here hasn’t always been easy. Simmonds argues that the Mitsubishi Canada story became charged with optimism with the arrival of the landmark 10-year bumper-to-bumper warranty launched for the 2003 model year. In fact, some around Mitsubishi Canada call him the Father of the 10-year Warranty. Back in the early 2003, he says, Mitsubishi needed to stand out in a crowded market, says Simmonds. “We were not well known,” he notes, describing the internal discussions around “what we needed to do differently. What if we come up with a stronger warranty?” At the time, Simmonds was in charge of after- sales, so it was his job to crunch the numbers – to look closely at warranty costs and determine if the 10-year-warranty would be viable. “The costs were very low and that made the argument easier” he chuckles, though he concedes it took several months to get final approval.
“And it’s been a huge success for us; it’s the strongest (warranty) offering in the industry,” he says. “It remains one of the top purchase reasons to this day.” A second milestone came in 2009-2010 with the establishment of Mitsubishi Canada’s parts and distribution centre which today is highly ranked for operational efficiency and is central to customer satisfaction on the service side of the business. A key supporter in that effort, again spearheaded by Simmonds, was current Mitsubishi Canada President Harada. “We’ve been friends since 2008,” Simmonds says of Harada. “He came over for four years to help get that (parts depot) project approved and launch it with our own systems and processes. It was a big undertaking.” “Now fast-forward to 2022, new President Kenji Harada is charged with leading the company to its next chapter with the launch of the next-generation Outlander PHEV. This vehicle means so much for the company and its going to be incredible. I’m sorry to miss it but I’m also happy to cheer from the side lines…hopefully from some place warm.” Looking ahead to the next phase of his life, Simmonds says traveling, golf, curling, time with family and friends, and lazy days at the cottage, are all on the horizon. And while looking back on all those start-ups and then shifting to ongoing operations at Mitsubishi, he most fondly thinks about the relationships he’s developed over a career. “This is a people business. Cars are our product, but the business is people. Whether a dealer or a customer. Those relationships are what drives the success,” he says.
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