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Cook leaves Mitsubishi Motors NZ in great shape

Mitsubishi Motors New Zealand (MMNZ) regretfully announces the resignation of its

passionate and influential Chief Operating Officer Daniel Cook.

Cook, who has been with the Porirua-based company since 2001, is departing to take up an

exciting and challenging new role leading New Zealand company Power Farming’s American

tractor distribution operation based in Atlanta Georgia, USA.

MMNZ CEO Warren Brown said: “Dan has made an immense contribution to MMNZ and our

brand over 20 years. His expertise, infectious personality, and passion for the Mitsubishi

Motors brand has left an indelible mark on all of us. It has been a pleasure to serve alongside

him and transform our small business into the best Mitsubishi Motors company anywhere in

the world.

“Although his departure is a significant loss for our family, this is a once-in-a-career

opportunity, which he could not ignore, and is thoroughly deserved recognition of his very

successful tenure at MMNZ.”

Cook leaves a legacy of success, culminating in Mitsubishi selling 23,899 vehicles in 2022 to

become New Zealand’s No.1 selling passenger vehicle brand.

“In 2008, we sold 3,420 vehicles,” said Cook. “At the end of that year, we knew something had

to change both for the survival of our business and our dealers.

“We put in place a long-term plan that focused on people – our customers, our staff and

helping our dealers build strong, resilient businesses.

“It had to be a team effort and I commend our dealer network and staff for their passion and

hard work, and for chasing down some of the pretty audacious targets we set for them.

“I have a huge amount of respect and gratitude for the role they played in the brand’s success

over the past decade.”

There have been many milestones achieved in the past ten years; however, Cook says some

that he’s most proud of concentrated on customer relationships.

“MMNZ was one of the first automotive brands in New Zealand to establish our own internal

Customer Care Centre. The team won a host of awards and set the focus on customer service

across our business, which culminated in MMNZ winning the Canstar Blue Award in 2021 and

top Automotive Brand (and No. 3 across all industries) in the 2022 Kantar Customer

Leadership Index.

“Those awards validated what we’d set out to achieve in 2009 and, along with some fortuitous

forecasting, the sales records began to fall. It’s been a crazy and hugely satisfying few years,

seeing our long-term plan come to fruition.

“There are now 78,948 Mitsubishi vehicles younger than four years old in New Zealand. That

provides an almost guaranteed pipeline of aftersales work for our dealers in the mediumterm.

“The brand is strong in the eyes of the customer and MMNZ has the team, structure and

processes to continue breaking records for the foreseeable future.”

In his new role as President of Power Farming America, Cook will seek to grow the sales of

German-built Deutz Fahr Tractors in a market that buys more than 330,000 units annually.

“I leave MMNZ with mixed emotions,” said Cook. “I’ll be sad to leave behind an amazing family

but feel hugely gratified with what we’ve achieved together and I’m very excited about the

challenges of a new role, in a new country, selling a very different product.”


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