Fuso launching new Canter light truck generation on North American market
Mar 16, 2011
  • New Canter available for the first time outside Japan
  • Introduction of BlueTec emissions control system combined with 4P10 engine
  • New Canter is first commercial vehicle in North America to be fitted with dual clutch transmission
  • Market upturn with 80.8% increase in sales; market share also rose in 2010
Stuttgart/Kawasaki/Indianapolis - The Mitsubishi Fuso Truck and Bus Corporation (MFTBC), one of Asia’s leading manufacturers of commercial vehicles, has presented the new Canter light truck generation for the North American market. Following its premiere in Japan in November 2010, the new Canter generation is now being launched for the first time on an international market.
This launch is also connected with a number of other "firsts" for Fuso and the North American commercial-vehicle market. This is the first time the company has used the BlueTec® emissions control system in a vehicle for the North American market and in addition the new Canter is the first truck in this region to be available with dual clutch transmission. What’s more, MFTBC is now using the name "Canter" for the first time in North America. At the beginning of March, the truck will be presented to dealers, customers and members of the media at the Work Truck Show in Indianapolis, Indiana, USA.
"By launching the new Canter generation in North America, Fuso is introducing one of the most advanced and efficient light trucks in the world to the markets in the USA and Canada," said Kai-Uwe Seidenfuss, MFTBC Vice President Sales & Service International. "We have been able to boost our sales and share of the market appreciably and assume that the extremely low pollutant emissions and low running costs of the new Canter will give fresh impetus to this market."
As Seidenfuss explained, Mitsubishi Fuso was able to boost its sales to 2981 units in both countries, which constitutes a total increase of 80.8% (compared with January to December 2009: 1649 units). Here the increased demand from private and fleet customers and the economic recovery were contributory factors. Last year the company was also able to increase its market share in the USA and Canada in the segment for low-floor, cab-over-engine trucks in the classes 3 to 7 to 21.4%. Worldwide, MFTBC was able to increase its sales by 41.6% to 140,403 units (January to December 2009: 99,877 units).
The new Canter for North America
The new Canter now being launched in North America is the eighth generation of the well-known light truck. It is the first time since 2004 that the company has launched a new generation of the vehicle on the US market. Among its most important features are: 
  • New economical 3 l diesel engine, type 4P10
  • BlueTec® which combines exhaust gas cleaning based on SCR technology (SCR = Selective Catalytic Reduction) using a urea solution and a diesel particulate filter (DPF) with regeneration control system. It is the first time that the company has used this system in a truck for the North American market.
  • DUONICTM dual clutch transmission: it is the first time worldwide that this kind of transmission has been fitted in a commercial vehicle.
  • New interior and exterior design which has received the Good Design Award 2010 presented by the Japan Industrial Design Promotion Organisation (JIDPO).
During the development of the new truck, MFTBC concentrated on keeping its running costs as low as possible for the whole of its operating life. This aim is to be achieved by using a new integrated drivetrain, greater durability, an increased payload and longer service intervals.
Now also in North America with the name "Canter"
This new light truck is the first vehicle to be offered on the North American market with the name "Canter". Up to now MFTBC vehicles sold in the USA and Canada have only been known as "FE and FG" trucks. However, with the new product generation Mitsubishi Fuso is now also relying on the image of the renowned brand "Canter" for the North American market as it has a global reputation for its efficient performance and reliability in the commercial segment.
Sales and marketing through MFTA
Sales and marketing for the new Canter will be the responsibility of Mitsubishi Fuso Truck of America, Inc. (MFTA). The company is a fully-owned subsidiary of MTFBC and has its head office in Logan Township, New Jersey. During the 25 years MFTA has been operating in North America it has sold over 100,000 vehicles. Nowadays the MFTA network includes more than 200 dealers all over the USA, Canada and Puerto Rico.
In North America, vehicles produced by the brand Mitsubishi Fuso are used in many lines of business for a wide range of operations including drinks and catering services, delivering chilled and dry cargoes, breakdown and recovery services, pest control, in the health and hygiene branch, as light plant vehicles and for horticulture and landscape gardening.
Additional international launches planned
Following the launch in North America and in the period up to the end of 2011, MFTBC also intends to launch the new Canter generation in Europe, Australia and a number of other international markets and by the end of 2012 the Canter will be on sale in over 40 new markets.
More about MFTBC
Headquartered in Kawasaki, Japan, the Mitsubishi Fuso Truck and Bus Corporation (MFTBC) is one of the leading manufacturers of commercial vehicles in Asia. In 2010 the company sold a total of about 140,700 vehicles – including light, medium-heavy and heavy goods vehicles and buses. Daimler AG holds a 89.29% share in MFTBC. The remaining 10.71% is held by various companies in the Mitsubishi Group. MFTBC forms part of the Daimler AG division Daimler Trucks.
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