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.”