Mitsubishi Electric energetically penetrates Thai market with new 2025

• Spearheading with new Mitsubishi Electric XZ series room air-conditioner as flagship product with outstanding 3D Move-eye Comfort Sensor feature for enhanced convenience and comfort to achieve the sales growth target.

Mitsubishi Electric Kang Yong Watana Company Limited (MKY) strives to expand its B2B and B2C market introducing three new air conditioner series, led by the XZ Series, equipped with "3D Move-eye Comfort Sensor" that precisely detects room temperature and human motion. Other innovations include the MR-WX70C six-door refrigerator imported from Japan, which serves as the flagship model, and a range of fans and ventilators in new colors, along with quieter and higher flow rate water pumps. These products are designed to meet consumers' demands and strengthen the brand's position in the Thai market.

In the B2B sector, the company is expanding its large air conditioning systems, including VRF systems, modular chillers, and air conditioners for data centers, focusing on energy-efficient products to meet customers' needs and increase competitiveness. Additionally, online platforms and social media channels are being utilized to effectively reach target audiences and elevate brand awareness while catering to modern consumer lifestyles.

At the press conference, Mr. Toshiyuki Iizuka, Managing Director of Mitsubishi Electric Kang Yong Watana Co., Ltd., said the past year had been full of challenges, including slow economic recovery, high household debt, and severe floods in the northern and southern regions. Additionally, the air conditioning market continues to face intense price competition. These factors have driven the company to focus on developing high-quality products and enhancing services to increase customers' satisfaction. Being awarded 'No.1 Brand Thailand' and 'Thailand's Most Admired Brand' in the air conditioner and water pump categories last year demonstrated continuous trust from our customers. We could also retain the number one market share room air conditioners, ventilators, and water pumps. For the fiscal year 2024 (ending March 31, 2025), we expect total sales growth to match those of the fiscal year 2023 and target a 10% growth for fiscal year 2025."

"As for our strategic focuses in fiscal year 2025, we will continue to focus on building sustainable brand value and launching new products for both B2C and B2B segments to meet diverse consumers' needs. In the B2C segment, we have already introduced new Mitsubishi Electric Mr. Slim Inverter Air Conditioner XZ Series, featuring the 3D Move-eye Comfort Sensor which can accurately detect room temperature and human movement, working alongside Fast Cooling A.I. to deliver rapid and precise cooling. As a consequence of post-COVID-19 lifestyle changes, home-cooking has significantly increased which has driven the demand for large refrigerators. This year, the company has decided to import the MR-WX70C six-door refrigerators from Japan, equipped with versatile cooling functions to meet all consumers' needs. We also offer a range of refrigerators to cater to all target groups.

For fans, we have added a variety of colors to match the lifestyles of modern consumers. Meanwhile, the new R2 Series water pumps provide better water pressure and quieter operation."

"In the B2B segment, we are introducing energy-efficient air conditioning systems, including the high-performance VRF system 'City Multi,' Air-Cooled Modular Chiller, Water-Cooled Chiller, and Building Management Systems (BMS), to comprehensively address the diverse needs of our clients. Furthermore, in the specialized air conditioning market, we have launched specialized cooling systems for IT segment so as to support the growing data center industry in Thailand. At the same time, we are committed to improving the quality of life for Thai people under 'Always with ME' concept which reflects our dedication to driving positive societal changes and growing sustainably with the Thai community through various CSR initiatives under "The Giver Project"."

Regarding aftersales service strategy for fiscal year 2025, Mr. Praphon Potivorakun, MKY's Deputy Managing Director, said "Our primary focus is on enhancing after-sales services to provide faster, more convenient access for customers. This includes improving the knowledge and skills of technicians across Mitsubishi Electric service centers nationwide to ensure high-quality after-sales service that meets Mitsubishi Electric's national standards.

Besides, we also leverage online systems and the LINE OA application to allow customers quick and easy access to after-sales service information, whether for checking repair status or seeking advice. We are committed to delivering the highest customer satisfaction."

"The company continues to emphasize technician development to support the growth of the air conditioning industry in Thailand. Last year, our training center was certified to conduct national skill standard tests for Residential and Light Commercial Air-Conditioning Technician Level 2. This certification covers both residential and light commercial air conditioning enabling us to provide continuous training for technicians from Mitsubishi Electric service centers and from our dealers' service centers nationwide. Currently, over 80% of the company's technicians have achieved Level 2 certification. We aim to have all technicians at headquarter service center certified by March 2025 to provide more professional service to customers.

On the other hand, the company continues to promote vocational education by continuing its effort to conduct "Bilateral High Vocational Certificate Course" for 13th consecutive years with the objective to teach and transfer knowledge and technology regarding cooling and air-conditioning system to students from leading technical colleges to support the sustainable development of Thailand's air conditioning industry."

Mr. Shizuo Nakatsukasa, MKY's Director & General Manager - Marketing and Sales Division, said "The residential air conditioning market in Thailand is expected to grow by approximately 5% in 2025, driven by positive recovering factors in housing demand as well increasing energy saving requirement. This has led consumers to replace their old air conditioners with new energy-efficient models. Therefore, we target to grow our air conditioner sales by 10% in fiscal year 2025 and have introduced new air conditioners that provide comfort and energy savings, such as:

• Mitsubishi Electric Mr. Slim Inverter XZ Series with 3D Move-eye Comfort Sensor which can accurately detect room temperature and human movement. This innovative sensor features, when worked together with Fast Cooling A.I., can provide rapid and precise cooling airflow. This model comes with a 3-star Energy Saving No.5 label and is available in white and a new black finish to match your interior design.
• Mitsubishi Electric Mr. Slim Inverter GZ Series Re-designed and upgraded from previous XY series, this model is equipped with the Eco-eye Sensor to detect the movement in the room and turn the air-conditioner on-off automatically. In addition, "Fast Cooling Plus" feature enables speedy and comfortable coolness. It comes with a 3-star Energy Saving No.5 label to ensure energy saving effectiveness.
• Mitsubishi Electric Mr. Slim Happy Plus Inverter MZ Series further enhances energy saving with 1-star Energy Saving No. 5 label.
• Mitsubishi Electric Refrigerator MR-WX70C (6-Door) is the flagship model imported from Japan with complete functions including "Super Cool Freezing" which helps preserve the freshness for the ingredients that can be cooked without being defrosted while "Super Chilling" helps maintain the meat freshness at 0 to -3 degree Celsius. Moreover, the model also features "Vitamin Factory" technology for added vitamin value of green leaves.
• Mitsubishi Electric Refrigerator LX50 This new "Premium Series" model features "Rapid Freezing" function that accelerate freezing by 20% and helps better preserve the freshness and tastiness compared to the previous freezing method.
• Mitsubishi Electric new Desk fan and Tatami fan model introduce new tone in "Creamy style" with 4 soothing colors, transforming the room atmosphere into a more relaxing space. The wall fan model has been re-designed with flat-front grill enhancing airflow by 30% and increasing air coverage. All Mitsubishi Electric fan models always retain their unique quality standard. They are quiet operation, durability, premium safety standards and highest energy saving with 5-star Energy Saving No.5 label.
• Ventilating Fan Accessories added interior design options with 2 new colors including brown and black.
• Mitsubishi Electric R2 Series Water Pump has a higher flow rate with quieter operation. It offers better energy utilization. All water pump models are designed and developed with superb safety quality standards for high durability.

For B2B business particularly to serve different requirements in the growing market including hospitals, educational institutes, factories and data centers, the company has expanded the high energy efficiency product line-up such as VRF and commercial cooling system such as "Chiller" system as well as Building Management System, etc.

In the fiscal year 2025, the company has allocated over 1.2 billion baht for marketing and brand building, focusing on online channels to reach new generation consumers with special emphasis on social media. Most recently, the company has introduced its latest video campaign reflecting "Let ME be your comfort" selling point. The video highlight "Live Life with Comfort" product concept with Mitsubishi Electric Mr. Slim air-conditioner which understands all human movements and offers exact coolness for users' comfort through the new song by Nont - Tanont, the popular singer, continues as the brand presenter for the third consecutive year. Furthermore, the company will sustain its marketing efforts to further enhance brand awareness and achieve sales targets through promotional activities and offline media, including billboards and mass transit advertisements.