Mitsubishi Motors Thailand Hosts the 25th Mitsubishi Motors Skills Contest to Elevate Employee Development to Global Customer Service Standards,

Bangkok — January 23, 2026: Mitsubishi Motors (Thailand) Co., Ltd. has announced 7 winners at the 25^th Mitsubishi Motors Skills Contest, held at the Mitsubishi Motors Education Academy, underscoring the company’s commitment to enhancing the capabilities of its staff across both sales and after-sales services, in order to deliver consistently exceptional customer experiences. This year’s competition was organized under the concept of “Connect Expertise, Experience, and Excellence to Customer Impression.” The company also celebrated the achievements of Thai representatives, who brought international recognition to the country by winning 1^st Runner-up in the Diagnostic Technician category and 2^nd Runner-up in the Service Advisor category at the Global Service Skills Contest 2025 in Japan, further affirming the world-class quality of Thai staff.

 

Mr. Ryoichi Inaba, President and CEO of Mitsubishi Motors (Thailand) Co., Ltd., stated,
"The Mitsubishi Motors Skills Contest is a key platform for strengthening service standards across every stage, from customer consultation and maintenance work to every step of operations.
We firmly believe in our philosophy of ‘KOE’ (声): Listening to the Voice of Customer and
‘KANDO’ (感動): Creating Memorable Impressions at every touchpoint across all services and products. True quality is achieved through continuous practice and improvement, supported by heartfelt service that emphasizes close attention to detail and a deep understanding of each customer’s needs and feelings.

 

This competition goes beyond skill development for our dealer staff, it serves as a critical foundation for success on the global stage. The awards earned by Thailand’s representatives demonstrate that Thai service standards meet international benchmarks. We are ready to deliver these world-class standards through a nationwide network of 185 Mitsubishi dealerships, ensuring every customer receives a smooth, reliable, and highly satisfying experience wherever they are.”

 

The 25^th Mitsubishi Motors Skills Contest attracted over 4,235 dealership employees nationwide and underwent a rigorous selection process, narrowing down to only 65 finalists to compete for the 7 top winners across each service category. The competition comprehensively covered 7 customer service test stations. It begins with Sales Consultants, who demonstrate their ability to provide product information, understand customer needs, and conduct test drives to support purchasing decisions. This is followed by Customer Relations Officers, responsible for customer communication and service appointments, as well as easing customer concerns. During the service reception stage, Service Advisors play a key role as the main link between customers and technical teams, listening to customer needs and providing tailored guidance to ensure accurate problem resolution. In the inspection and maintenance stage, Periodic Maintenance Technicians are responsible for carrying out scheduled inspections and maintenance correctly and systematically, with a strong focus on speed and safety. Meanwhile, Diagnostic Technicians work closely with service centers to accurately analyze and resolve complex technical issues, in parallel with Parts Officers, who manage parts inventory and ensure timely parts availability to support repair and maintenance work in line with customer needs. In cases involving accident damage, Service Advisors (Body & Paint) oversee body and paint repairs to ensure quality in accordance with the brand's standards, supported by
a nationwide network of over 90 body and paint repair centers.

 

A key highlight of this year’s final round was the use of the ALL-NEW MITSUBISHI XFORCE HEV as
the main vehicle for simulated competition scenarios. Widely praised by customers for its
new-generation full hybrid technology and versatile functions that suit a wide range of lifestyles,
the model provided an effective platform to effectively test the contestants’ knowledge, accuracy, and technical readiness in analyzing and resolving a wide range of real usages, reflecting their service capabilities and their ability to confidently handle new-generation automotive technologies.

Moreover, the success of the contest in Thailand provides an opportunity for international recognition for dealer staff in the “Service Advisor” and “Diagnostic Technician” categories. At the Global Service Skills Contest 2025, a biennial competition held in Japan, Thai representatives won award in both categories. Mr. Phairat Hongjoho of R.M.A Trading Co., Ltd. (Lumpini) won the 1^st Runner-up award in the Diagnostic Technician category, and Ms. Kanjana Pitiya of TKC Mitsutak Co., Ltd.
(Head Office) received the 2^nd Runner-up award in the Service Advisor category.These achievements clearly reflect the capability and professional standards of dealer personnel across Thailand.

Mr. Phairat Hongjoho of R.M.A Trading Co., Ltd. (Lumpini), the 1^st Runner-up in Diagnostic Technician category, shared his thoughts on the achievement, saying: “This award reflects continuous practice and self-improvement. My role is to analyze problems as accurately as possible because the clearer the diagnosis, the greater the customer’s confidence. Skills are not built overnight, they come from repeated learning and hands-on practice, which allows us to apply our skills in real work situations and build lasting trust with customers.”

 

Ms. Kanjana Pitiya of TKC Mitsutak Co., Ltd. (Head Office), the 2^nd Runner-up in the Service Advisor category, shared her perspective on the experience, saying: “Service begins with making customers feel comfortable from the very first step, through attentive listening and clearly explaining every process. Competing at the global level in Japan was a valuable experience that broadened my perspective on service standards. I am grateful to Mitsubishi Motors Thailand for the opportunity to develop my skills, and I will apply what I have learned to continue delivering the best possible experience to customers.”

Photo caption:

Mr. Ryoichi Inaba (center), President and CEO of Mitsubishi Motors (Thailand) Co., Ltd. and Mr. Sarote Maartlert
(4^th from left), Executive Vice President of Sales & Aftersales and Customer Experience, Mitsubishi Motors (Thailand) Co., Ltd., celebrate the achievements of the 7 winners of the 25^th Mitsubishi Motors Skills Contest at the Mitsubishi Motors Education Academy.

The winners of the 25^th Mitsubishi Motors Skills Contest across all 7 categories are (from left to right)

- Ms. Ratchadaporn Sommao, Thaitada Motor Co., Ltd. (Phanom Sarakham), Chachoengsao, Winner of the Service Advisor (Body & Paint) category

- Mr. Surasak Aeamyai, AGE Auto Gallery Co., Ltd., Bangkok, Winner of the Periodic Maintenance Technician category

- Mr. Anurak Maichan, Sangchai Motor Sales Co., Ltd. (Mae Jo), Chiang Mai, Winner of the Diagnostic Technician category

- Mr. Poramet Yutthanan, Mitsu Ch. Erawan Nakornpathom Co., Ltd., Nakhon Pathom , Winner of the Sales Consultant category

- Ms. Thanapan Jindapol, Tiansin Motors Co., Ltd., Phuket , Winner of the Service Advisor category

- Ms. Butsaya Sutthinan, Mitsu Nongkhai Co., Ltd. (Head Office), Nong Khai, Winner of the Customer Relations Officer category

- Mr. Chaweng Dangsathan, Soonlee Autohause Co., Ltd., Samut Prakan, Winner of the Parts Officer category

About Mitsubishi Motors Thailand (MMTh)

Mitsubishi Motors (Thailand) Co., Ltd., the largest facility in the MMC group and an export hub to more than 120 countries, is one of Thailand’s leading automotive companies committed to produce and sell a range of vehicles that are eco-friendly, high in quality, performance, safety, comfort, technology, and customer satisfaction. In 2018, MMTh officially opened the Education Academy in Pathum Thani. At the beginning of 2024, the company celebrated a total production of seven million units. MMTh’s current range of vehicles includes the MITSUBISHI TRITON, MITSUBISHI PAJERO SPORT, MITSUBISHI ATTRAGE, MITSUBISHI MIRAGE, MITSUBISHI XPANDER HEV, and MITSUBISHI XPANDER CROSS HEV. And most recently, MMTh underlined its leadership in HEVs with the debut of the ALL-NEW MITSUBISHI XFORCE HEV to the Thai market for the first time, reaffirming its leadership in full-hybrid vehicles. To ensure the highest quality, MMTh uses its proving ground in Si Racha, Chonburi, to assess products from design to product development stages to ensure customers take delivery of vehicles that are second-to-none in all aspects of quality.

 

Stay updated with Mitsubishi Motors Thailand.