This iconic utility van remains as deeply embedded in the Filipino way of living as it was when it first launched in the country more than three decades ago.
Touted as the workhorse of the modern era, the Mitsubishi L300 continues to be favored and trusted by many Filipinos for its versatility, durability and affordability—so much so that this reliable workhorse has become a regular fixture in local roads, delivering goods and transporting people across steep uneven roads, floods, and difficult terrains in different parts of the country.
For families, it has become their safe ride, a trusted companion for their trips. For businesses, however, the Mitsubishi L300 goes beyond being a vehicle used to haul and deliver goods—it has become a dependable partner that has seen them through the best and worst of times.
Market leadership
It thus comes as no surprise that the Mitsubishi L300 is currently the No. 1 selling utility van in the country today, preferred by many companies and entrepreneurs. Even during the pandemic, Mitsubishi Motors Philippines Corp. (MMPC) saw brisk sales, enabling it to retain its leadership in the utility van market with a hefty 40 percent segment share.
According to MMPC, one of the oldest automotive brands in the country, sales of the L300 grew 11 percent last March versus the previous month. Sales of this best-selling nameplate also saw steady growth since December, which MMPC has attributed to the ongoing recovery of businesses from the pandemic.
“We are truly happy that the L300 is performing well during these trying times. We believe that the sales performance of its segment is a reflection of how well the economy is recovering given that the primary use of the vehicle is for business,” Mutsuhiro Oshikiri, president and CEO of MMPC, said in a statement.
“The continuous patronage of a locally produced vehicles like the L300 also helps the Philippine economy as it provides jobs to local talents and generates substantial revenue for the country. Our customers can rest assure that the L300 is highly dependable and we are committed to provide excellent service to deliver convenient ownership experience,” he further said.
Positive spillover effect
The L300, along with the Mirage, is proudly Filipino made as it is assembled at MMPC’s 23-hectare manufacturing plant in Sta. Rosa, Laguna. Beyond creating jobs, the MMPC facility also has positive spillover effect across different manufacturing subsectors.
That’s because a car has over 30,000 parts and its construction is dependent on manufacturing subsectors including metal, chemical, plastic, textile, rubber, glass, steel, electrical, among others. This large multiplier effect thus benefits millions of Filipinos, with MMPC tapping local suppliers from different industries.
Last year, MMPC marked a significant milestone as it rolled out from the Sta. Rosa facility its 200,000th manufactured L300 unit. At that time, the running total of L300 units sold in the market was already at more than 200,000 units, as many Filipinos continue to trust this vehicle due to its dependable engine, durable quality and affordable price.
This was despite the fact that it was taken off the Philippine market for two years—from 2017 to 2019—as the L300 was being reconfigured to be complaint with government regulations on emission standards. Today, the new Mitsubishi L300 can produce 40 percent more power and torque that come very handy when hauling heavy loads.
Heartfelt stories
All these claims by MMPC are not without basis. Besides the numbers, the heartfelt stories from L300 users themselves present an even more compelling case that it is indeed the most reliable vehicle partner for the Filipinos today.
Ric Joseph Incognito, who manages a trucking business, said went so far to claim that when it comes to durability, the L300 is a leader.
“The mere fact that you see so many old L300s still on the streets is clear proof of its toughness. The L300 is so sturdy and reliable that it has become an ideal vehicle whether for business or family use,” Incognito said.
“Another thing is the availability of parts. Because the vehicle is assembled locally, it is easy to repair the L300 since all the parts are easy to find.”
Ernest Yu, also a proud owner, shared that such was his connection to their old L300 that he bought it back from his uncle, did some repairs, and named it “Legend.” This same L300 was used for the family business—a hardware store owned by his father, William Yu, back in the ‘90s. Apart from deliveries, it was then used as a school service and personal van. A financial problem, however, prompted the family to sell their L300.
“When I saw the opportunity to buy it back, I didn’t think twice. It is not just a family van for me but a van that is part of our family,” the younger Yu said.
Indeed, no other utility vehicle connects this strongly to Filipinos as the Mitsubishi L300, and there’s no doubt that it will remain a trusted, reliable partner of generations to come.
