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Celebrating the launch of the all-new Mitsubishi L200 in the Middle East: Exclusive Interview with Yoshiki Masuda, Chief Product Specialist at Mitsubishi Motors Corporation

Maqina Middle East was invited to attend the exciting launch event of the all-new Mitsubishi L200 pickup truck in the Middle East. Tarek Hawchar, Founder of Maqina Middle East, had the opportunity to interview Mr. Yoshiki Masuda, the Global Product Marketer from Mitsubishi Motors' Product Strategy Division, who shared his insights on the development journey and standout features of the latest sixth-generation L200, as well as what customers in the Middle East can look forward to.

 



 

“We spent seven years collecting extensive feedback to ensure the L200 perfectly fits the market's expectations.”


Congratulations on the fantastic launch of the Mitsubishi L200! What message do you have for the Middle Eastern audience about the new L200?


Our core message is that we listen to our customers. Our priority was to understand customer needs and desires from the very beginning. We spent seven years collecting extensive feedback to ensure the L200 perfectly fits the market's expectations. This resulted in a new generation with superior comfort, safety, and driving performance across all terrains. We are confident that Middle Eastern customers will enjoy the new L200.

 

On a personal level, what features of the new L200 are you most excited about?

 

The standout feature for me is the combination of outstanding off-road capability with exceptional ride comfort. The L200 allows drivers to conquer challenging terrain while still enjoying a smooth and comfortable ride. This balance was a technical challenge, but I believe we have achieved a truly exceptional outcome.

 

“The L200 is designed to minimize the risk of breakdowns and to operate continuously, 24/7, anywhere. That is our commitment.” 



It seems the L200 caters to both commercial and individual consumers. What can commercial users expect from the L200?

 

Commercial customers place a high value on durability, reliability, and safety. The breakdown of a commercial vehicle in the middle of the desert or nowhere is unacceptable and shows a lack of trust in that vehicle. The L200 is designed to minimize the risk of breakdowns and to operate continuously, 24/7, anywhere. That is our commitment.

 


“Special editions like the Rally Art Edition are definitely a possibility for the future.”

 

Can you tell us more about the Rally Art Edition?

 

The L200 offers various configurations, with the base model catering to both commercial and private use. Special editions like the Rally Art Edition are definitely a possibility for the future. While details are still under development as we are still in the planning stages, it will likely feature advanced technology, increased power, and a sportier driving experience.

 

 

Are there any plans for a hybrid L200?

 

Electrification is a complex challenge and opportunity for the pickup truck segment. The industry is still exploring the ideal solution, whether it be gasoline, PHEV, full-electric, range extender, or even diesel configurations. However, for many pickup truck users, especially those in remote areas like construction sites and mines, diesel fuel is essential due to safety regulations and range limitations.


A combined diesel-electric option is technically possible, while diesel engines remain the norm for such remote locations. However, affordability is a key factor, especially for large-scale commercial fleet purchases. We are exploring various possibilities to strike a balance between performance, efficiency, and cost.

 

“Even with the use of lighter steel, the L200 maintains a strong structure thanks to a thoughtful design and strategic use of high-strength materials.”




The double cabin is a great choice for families. Can you elaborate on the L200's safety features and certifications?

 

Safety is a top priority for us. The L200 features a full suite of active safety features, including Forward Collision Mitigation, Blind Spot Warning, Lane Change Assist, and Rear Cross Traffic Alert, as well as seven airbags, among other safety features. We have also adopted a new ladder-frame chassis. The upgraded chassis frame now absorbs impact energy and protects the cabin. Even with the use of lighter steel, the L200 maintains a strong structure thanks to a thoughtful design and strategic use of high-strength materials. The new ladder-frame chassis brings a 40% increase in bending rigidity and a 60% increase in torsional rigidity compared to the outgoing model. Also, since the new Mitsubishi L200 has grown in all dimensions, it is a little heavier than the previous model.

 

The new L200 seems to have a lot of potential for customization, especially for camping enthusiasts. What can you tell us about camping add-on accessories?

 

Pickup trucks are an excellent base for customization, and the new L200 is no exception. We are actively developing and introducing various accessories, including canopies, cargo bed options, side door garnish, sports bars, vendor players, and entertainment systems.  We are also encouraging third-party accessory suppliers to join us in creating a vibrant and attractive aftermarket for the L200, particularly in the Middle East. We are already working with established suppliers to expand the available options, allowing owners to personalize their trucks.



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