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While in Jeddah, Saudi Arabia, on business, Midwesterner Jerry Berwanger and one of his engineers popped into a store to buy a T-shirt. The store clerk was mildly alarmed at the presence of an American and questioned the engineer - who grew up in the region and speaks Arabic about what they were doing there.
"We're from Mitsubishi in the United States," Berwanger's colleague explained.
"Really?" said the clerk, suddenly intrigued. "Are you the guys who make the Eclipse?"
"That wouldn't have happened three years ago," muses Berwanger, COO of the manufacturing division of Mitsubishi Motors North America Inc. The Normal, DL, company makes the Eclipse and Eclipse Spyder sports cars, Galant sedan and Endeavor SUV.
Three years ago, Berwanger wouldn't have been in Saudi Arabia. His Jeddah business trip, like many others he takes these days, was to visit one of the expanding roster of markets to which the Illinois plant exports.
So far this year, Mitsubishi's U.S. exports are going to 17 world markets. Russia leads the list, followed by Ukraine, then the Persian Gulf region. The plant has just added Brazil and is preparing to put China on the list Other markets are soon to follow. Exports in 2008 wul total about 17,000 cars.
Small numbers, big help
That total might seem small to a major global auto producer. Some high-volume plants might even consider it an unwelcome nuisance. But for Mitsubishi's U.S. operations, it is good news in an era of financial uncertainty.
Exports are more than a temporary lifeline for Mitsubishi as it plans its long-range future in North American manufacturing. Exports also are its new strategic approach.
Since its opening...