Mitsubishi Motors Launches New eK Wagon & eK Sport.
The first eK series debuted in October 2001. It was developed to establish a generation- and gender-transcending "minicar standard" that would enjoy the support of a wide spectrum of users. Features defining the concept and readily embraced by its broad customer base include its "simple, clean and basic" design, its "semi-tall packaging" that is just right for easy ingress/egress and for Japan's multi-level tower car parks and its comprehensive equipment and amenities specification that gives careful attention to owner needs. These selling points drove total eK series sales over 480,000 units to make it one of Mitsubishi Motors best selling models.
Development of the second generation eK Wagon and eK Sport was directed at retaining and evolving the well-received "practical and basic minicar standard" position that defined the first series. Taking its cue from Mitsubishi Motors "Back to the basics of car building excellence" stance, the company conducted extensive research to obtain a detailed understanding of latent needs in a broad spectrum of current and potential owners and users. The research included: conventional user clinics; behavioral studies of consumers at supermarket car parks; interviews with parents at children's class meetings; and interviewing pet owners and vets at veterinary surgeries.
The research led to a number of "discoveries" that had gone unobserved to date and related to unexpected instances of joy, happiness and dissatisfaction on the part of minicar users. These discoveries are reflected in the Multi-position Utility system that allows the interior to be easily customized and other "evolving" changes as well as in the "deepening" detail improvements made to component and parts. The new eK brings a real smile to the driver and passengers as they feel for themselves the evolution in the "convenience," "peace-of-mind" and "feel-good" elements that make it the "great minicar wagon" and the daily life partner it is.
The new eK delivers category-topping levels of environmental performance. The use of a new catalytic converter sees naturally aspirated engine models earn 4-star ratings for emissions that are 75% lower than the requirements of the Japanese 2005 Emission Regulations, while intercooler/turbocharged models earn 3-star rating for emissions that are 50% lower than the requirement. Using a deodorizing head lining and Clean Air Filter with odor-remover the new eK meets in advance the standards laid down in JAMA's Voluntary Requirements of VOC*1 Levels. Other features contributing to its pleasant and comfortable interior include the use of Oeko-Tex Standard 100 certified seat fabric and solar control glass.
*1 VOCVolatile Organic Compounds
For further information, including product features, please visit http://media.mitsubishi-motors.com/pressrelease/e/products/detail1520.html
About Mitsubishi Motors Corporation
Mitsubishi Motors Corporation (TSE: 7211) was established in 1970 and is one of the few automobile companies in the world that produces a full line of automotive products ranging from 660-cc mini cars and passenger cars to commercial vehicles and heavy-duty trucks and buses. The company also operates consumer financing services and provides this to its customer base.
Source: Mitsubishi Motors Corporation
Mitsubishi Motors Corporation Public Relations Department Tel: +81-3-6719-4275 Fax: +81-3-6719-0059 http://www.mitsubishi-motors.com
Copyright [c] 2006 JCN Newswire. All rights reserved. A division of Japan Corporate News Network K.K.
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|Date:||Sep 13, 2006|
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