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Thailand to export autos to Japan

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Special inspection by Japanese experts will make sure quality is equal to cars built in Japan. 


Photo above of a Mitsubishi Mirage (Source: Wikipedia).

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Economics
AUTOMOBILES

Thai-made Mirage to be shipped to Japan

23/04/2012
Santan Santivimolnat

The new Mirage, Mitsubishi's global compact car built in Thailand, will be shipped to Japan in July this year.

Export volume, however, has not yet been confirmed.

Mitsubishi Motors Corp (MMC) also aims to export the Mirage to Asean, Europe and other markets successively.

The Mirage will be inspected by Japanese experts from MMC before shipments begin to Japan and other markets to ensure quality is on par with that of models built in Japan.

Mitsubishi Motors Thailand held a ceremony last Thursday at its Laem Chabang plant in Chon Buri, with MMC president Osamu Masuko attending.

The Mirage went on sale last month, with 15,000 bookings so far and deliveries expected to start early next month.

The Mirage is designed to meet demand for an entry-level car in emerging markets, while also meeting demand for good environmental performance in advanced markets.

The car is being produced at a new 16-billion-baht plant, MMC's third in Thailand and its export hub outside of Japan.

"As the Laem Chabang plant has started production of the Mirage, it is important to maintain the same level of high quality offered by vehicles produced at plants in Japan," said Mr Masuko.

I believe that the new Mirage is a highly competitive model that will be widely accepted in markets all over the world. We have high hopes that this global strategic model, the new Mirage, will play a big role in further growth of our company.

MMC announced its Jump 2013 three-year business plan in January 2011, and one of its pillars involves putting operating resources into emerging markets.

Among the emerging markets, MMC puts particular emphasis on strengthening its Asean bases. The production and worldwide export of the Mirage from Thailand is a key element in the strategy.

Kyodo News reported that MMC plans to produce 100,000 Mirages in Thailand by next March and to eventually expand annual production capacity to 200,000 units. An electric version will be introduced next year.

The start of mass production at the Laem Chabang plant increases the company's annual capacity in Thailand to 460,000 units from 310,000. The five-seat hatchback will be priced at around 1 million yen (380,000 baht) in Japan.

(Source: Bangkok Post, Economics, AUTOMOBILES, Thai-made Mirage to be shipped to Japan, 23/04/2012, Santan Santivimolnat, link

Automobile Export Production Vocabulary

Mitsubishi Mirage - a popular small car that has gone through many changes since it was first created in 1978 (See Wikipedia)
Mitsubishi Motors Corp (MMC) - the sixth largest Japan-based automaker and the sixteenth largest in the world, measured by production (See Wikipedia)
Thai-made Mirage
Thai-made Mirage to be shipped to Japan


compact car - a small-sized car; international compact cars are somewhat larger than those made in the US (See Wikipedia)
global - throughout the world ทั่วโลก
global compact car built in Thailand

The new Mirage, Mitsubishi's global compact car built in Thailand, will be shipped to Japan in July this year.

export - goods that is sold to another country 
volume - the quantity or amount of something
export volume - the amount of goods produced and sold to other countries 
confirmed - said that something will happen or is true
not yet confirmed - no sure whether something is true yet
successively -
one after another, first one then another and then another .... and so on ....

Export volume, however, has not yet confirmed. Mitsubishi Motors Corp (MMC) also aims to export the Mirage to Asean, Europe and other markets successively.

ensure - to make certain that something happens or is done รับรอง ให้ความมั่นใจ ให้การยืนยัน 
models - different designs or types of a product

The Mirage will be inspected by Japanese experts from MMC before shipments begin to Japan and other markets to ensure quality is on par with that of models built in Japan.

ceremony - a formal public event งานพิธี
plant - factory

Mitsubishi Motors Thailand held a ceremony last Thursday at its Laem Chabang plant in Chon Buri, with MMC president Osamu Masuko attending.

bookings - making an arrangement to buy before it becomes available or use something before it is available for use (example: book a hotel room for a given date, book a table at a restaurant)
expected - believe will happen คาดว่า (จะเกิดขึ้น)
deliveries expected

The Mirage went on sale last month, with 15,000 bookings so far and deliveries expected to start early next month.

entry-level -
the first model of a product that someone buys
entry-level car -
the first car that a person buys in their life (small and cheap)

emerging market - a country with a fast growing economy, in the process of rapid growth and industrialization (See Wikipedia)
entry-level car in emerging markets

demand - the need and desire to buy goods and services by households and businesses
performance - how well or badly something works (or whether an investment provides a reasonable return)
good environmental performance - hurts the environment less than other cars
meeting demand for good environmental performance
hub - the central or main part of something where there is most activity จุดศูนย์กลาง
export hub - a central place with a lot of factories that makes goods for export

The Mirage is designed to meet demand for an entry-level car in emerging markets, while also meeting demand for good environmental performance in advanced markets. The car is being produced at a new 16-billion-baht plant, MMC's third in Thailand and its export hub outside of Japan.

maintain - to keep รักษา
vehicles - machines with an engine used to carry people or goods from place to place ยานพาหนะ

"As the Laem Chabang plant has started production of the Mirage, it is important to maintain the same level of high quality offered by vehicles produced at plants in Japan," said Mr Masuko.

competitive - involving competition มีการแข่งขัน
strategic - done with a special plan to achieve long term goals
role - the purpose or influence of someone or something in a particular situation; function or job บทบาท

I believe that the new Mirage is a highly competitive model that will be widely accepted in markets all over the world. We have high hopes that this global strategic model, the new Mirage, will play a big role in further growth of our company.

pillars - 1. important parts of a plan or a policy, etc;  2. tall solid supports for a building เสาหิน ตอหม้อ หรือ คานรับน้ำหนัก
resources - things such as money, workers and equipment that can be used to help achieve some goal or produce something ทรัพยากร the materials, money, and other things needed for a person or organisation to function properly

MMC announced its Jump 2013 three-year business plan in January 2011, and one of its pillars involves putting operating resources into emerging markets.

emphasis - special importance or attention that is given to one thing in particular การเน้นย้ำ
key - important คนสำคัญ
strategy - a plan to achieve long term goals ('strategy' gives the big picture, 'tactics' the details)
Asean bases - places where a company does business in ASEAN (factories or sales)
strengthening its Asean bases
puts particular emphasis on - puts special stress or importance on
puts particular emphasis on strengthening its Asean bases

Among the emerging markets, MMC puts particular emphasis on strengthening its Asean bases. The production and worldwide export of the Mirage from Thailand is a key element in the strategy.

eventually - at the end of a period of time or at the end of a process ในที่สุด
expand - to become larger ขายตัวออกไป
annual - happening once a year ประจำปี
production capacity - the amount of something that can be produced ความสามารถในการ (ผลิต)
annual production capacity - the amount that can be produced of a product in one year
expand annual production capacity
eventually expand annual production capacity
electric version -
a car that uses electricity (perhaps a hybrid that uses both gasoline and electricity)

Kyodo News reported that MMC plans to produce 100,000 Mirages in Thailand by next March and to eventually expand annual production capacity to 200,000 units. An electric version will be introduced next year.

mass - large numbers จำนวนมหาศาล
mass production - producing large amounts of a good in a factory
annual capacity - the largest amount that can be produced of a good in one year by a company
hatchback - a car with an area to put things that is shared with the passenger area (See Wikipedia)

The start of mass production at the Laem Chabang plant increases the company's annual capacity in Thailand to 460,000 units from 310,000. The five-seat hatchback will be priced at around 1 million yen (380,000 baht) in Japan.

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