Mitsubishi to enter South Korea in September

Daewoo Auto Group, responsible for the sales of Saab and Cadillac alongside GM Daewoo in South Korea, has announced the official date Mitsubishi will officially enter the Korean market today. To launch in September, Daewoo plans to price the cars low enough to compete head-to-head with domestic brands such as Hyundai and Kia. As of now, import cars all have tariff premiums plastered on their price tags.

Mitsubishi Korea's inaugural line-up will consist of the Lancer, Lancer Evolution, Eclipse, Outlander, and Pajero (formerly Montero in U.S.). Daewoo officials stated, "Import cars in the Korean market are sold at ridiculous prices, but Mitsubishi will be the first to break the barrier."

Mitsubishi's main rival as of now is Honda. However, that will change as other prominent Japanese automakers are scheduled to enter the heated market too. Nissan plans to release details any day now on its inaugural launch in September. Toyota is also slated to enter the market later in the year. From there, the competition between the first to fourth ranking Japanese automakers will only heat up. But is it enough to give the shivers (or sweats) to the dominating domestic brands?

[Source: Dong-A Ilbo]

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