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Mitsubishi Canada CEO Randy Sears Leaves

Some Say Randy Sears Had Toughest Job in Canada

Mitsubishi Motor Sales of Canada, Inc. (MMSCAN) is now suffering the loss of President and CEO of Randy Sears, who left the company August 31 to pursue other interests.

Some say the embattled Japanese companys Canadian boss had the most difficult job in the country, and to his credit the automaker arrived on the Canadian market six months ahead of schedule and has since tackled extremely challenging odds to remain above water, and that in the most intensely competitive automotive market our friends to the north have ever experienced.

Its difficult to say whether Sears departure will prompt Mitsubishi Motors North America (MMNA) to focus more attention on

Randy Sears, CEO of Mitsubishi Motor Sales of Canada, Inc. has resigned his position. (Photo: Shawn Pisio, American Auto Press)

its northern subsidiary or not, as it has been left behind the U.S. division with a less enticing 5-year warranty when compared to the American divisions 10-year, 100,000-mile powertrain warranty, and lacks the brands flagship Lancer EVO VIII super sedan.

MMNA has also shown it does not yet fully understand the differences between the Canadian market and its American counterpart, by not designing in Canadian specific tolerances for its all-new Colt subcompact, which would have made an excellent entry-level model to battle the likes of Chevrolets Aveo,

MNA has also shown it does not yet fully understand the differences between the Canadian market and its American counterpart. (Photo: Trevor Hofmann, American Auto Press)

Hyundais Accent, Kias Rio, Suzukis Sprint+ and Toyotas Echo Hatchback, all strong sellers for their respective brands. Mitsubishi has no subcompact entry model, which hurts its chances of attracting first-time new car buyers in a land where the average wage earner lives on 30 percent less disposable income than an equivalent U.S. citizen. In the end, Mitsubishi wont be able to entice as many young, influential buyers into the brand family.

Speaking of families, Mitsubishi also doesnt offer a minivan in the Canadian market. Minivans are extremely strong in Canada, much more so per capita than in the U.S., and something similar to its compact Grandis would give it a unique position in what many feel will become a popular mini-MPV segment. Mazda

With no regard to the popularity of minivans, Mitsubishi doesnt offer one in the Canada despite having the Grandis available in other markets. (Photo: Mitsubishi Motors North America)

will soon be targeting this smaller family market with its Mazda5 6- to 7-occupant minivan, based on Mazda3 architecture.

Some analysts believe that something small and efficient like the new Colt could do well in the U.S. too. It makes sense that buyers would exist for the tiny car, which incidentally shares architecture with the upcoming smart forfour. Mitsubishi needs to separate itself from the crowd more than just by styling, and something truly unique like the Colt would be ideal. For that matter, the Grandis might be ideal for smaller families looking to save on fuel costs. Well just have to wait and see if MMNA steps up to the plate and starts selling something completely unique.

In the meantime, however, bringing new products to market is only one of MMSCANs worries. The automaker is looking to outside sources for Sears replacement, and according to those involved it is business as usual under the interim direction of National Sales Manager Tony Laframboise, who now wears two hats.

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