Mitsubishi Fuso: Engaging customers in innovative mobility solutions using e-commerce
Explore Mitsubishi Fuso’s journey with SAP
Mitsubishi Fuso Truck and Bus Corporation is an icon of the Japanese commercial vehicle sector and is equally well known for its commitment to innovation and its strong customer relationships. When the company decided to enhance its customer experience offering, the Mitsubishi Fuso team turned to the SAP Commerce Cloud solution to put the needs of customers first.
| Industry | Region | Company Size |
| Automotive | Kawasaki, Japan | 10,000 employees |
Customer Services Product Management, Mitsubishi Fuso Truck and Bus Corporation
Extending a heritage of innovation and customer centricity
A giant in the Japanese commercial vehicle business for over 90 years, Mitsubishi Fuso Truck and Bus Corporation manufactures trucks, buses, and industrial engines. Best known for its reliable FUSO vehicle range, Mitsubishi Fuso is recognized as a leading Japanese brand across many markets. An integral part of Daimler Truck AG, the company has a presence in over 170 markets worldwide.
The company also serves as a development center for sustainable electric and autonomous drive technologies within the Daimler Truck network, furthering the parent company’s vision to “develop mobility solutions to embrace a better life for people and the planet.”
From this development center, its pioneering eCanter model launched in 2017 as the first series-produced, all-electric light-duty truck created in Japan by Mitsubishi Fuso and made available across Europe, North America, Australia, and New Zealand. The latest model was introduced in March 2023.
Thousands of Japanese businesses depend on the legendary reliability of FUSO vehicles every day. The company forms strong customer relationships that can span multiple generations and naturally require attention and care to properly maintain.
The team behind Mitsubishi Fuso wanted to enhance the customer experience, both to reflect the company’s reputation for innovation and to help preserve the quality of existing customer relationships. Another important priority was mitigating threats to customer confidence as the use of nongenuine parts can lead to breakdowns or decreased service levels and uncertainties surrounding access to commercial vehicle parts.
To provide service innovation with a cohesive and reliable customer experience, Mitsubishi Fuso planned to offer a new e-commerce option for the supply of commercial vehicle parts and accessories to customers across Japan.
Customer Services Product Management, Mitsubishi Fuso Truck and Bus Corporation
Continuing to delight customers today and in the future
Mitsubishi Fuso’s vision for an e-commerce service offering needed to complement its existing sales channels and create an omnichannel experience accommodating traditional ordering methods. The company also wanted an e-commerce Web site tailored to the needs and preferences of its customers. This called for consistent portfolio, price, and service information while providing visibility of every transaction to branch staff, helping deliver a single, cohesive user experience.
A key requirement of the e-commerce service project identified by the Mitsubishi Fuso team was that it would equally benefit both existing and new customers. This meant providing a technology foundation to strengthen existing customer relationships while offering convenience for prospective customers, including an easy sign-up system and credit card payment option.
It was also important to reassure customers that the commercial vehicle parts and accessories they were paying for correctly matched their vehicle and were accurately categorized. With thousands of parts available for any given vehicle and more than 65,000 parts available for purchase across the Web site, this presented no easy feat.
The Mitsubishi Fuso team set out three core criteria for the new technology. First, scalability was essential as future iterations of the Web site could potentially support more than one million products. Second, the solution needed to efficiently integrate with the company’s existing technology landscape, including payment gateways, the SAP ERP application, and its product catalog system. And third, reliability was key to supporting an omnichannel customer experience and future digitalization initiatives.
After careful consideration, Mitsubishi Fuso chose to adopt the SAP Commerce Cloud solution from the SAP Customer Experience portfolio to achieve its business and customer relationship goals.
Customer Services Product Management, Mitsubishi Fuso Truck and Bus Corporation
Establishing a flexible, future-ready experience for its customers
Implementing SAP Commerce Cloud proved a transformative decision for Mitsubishi Fuso. Relationships with customers have strengthened thanks to the freedom and flexibility they experience when engaging with the e-commerce channel alongside their existing service options.
Growing optimism has replaced initial reservations among some staff members and customers about whether an e-commerce Web site could provide and maintain the same high level of service delivery traditionally provided by Mitsubishi Fuso. There’s now a better understanding of how e-commerce can enhance customer relationships in innovative and exciting ways.
Existing customers enjoy greater certainty around the authenticity of the parts and accessories they purchase and are taking advantage of the convenience of transacting 24x7 while using familiar payment options. New customers benefit from a simplified sign-up process, streamlining near-immediate access to Mitsubishi Fuso’s enormous product range.
The integration of SAP Commerce Cloud with the company’s product catalog using SAP Integration Suite means customers can more easily find the part they need without contacting branch staff. This significantly enhances the efficacy and positivity of the customer experience.
The Mitsubishi Fuso team credits the Customer Success organization from SAP and the customer success partner from the Cloud Success Services group at SAP with playing an instrumental role in the success of the implementation and go-live. Customer Success advised the team on the design of the e-commerce site and guided the successful integration with the company’s existing technical architecture.
Customer Services Product Management, Mitsubishi Fuso Truck and Bus Corporation
Moving ahead on a broader vision for digital customer solutions
The capabilities and scalability offered by SAP Commerce Cloud led Mitsubishi Fuso to champion the solution to support its growing needs over the next 10 years and beyond.
Mitsubishi Fuso intends to take a customer-centric approach with its omnichannel e-commerce offering. This means listening and responding to what its customers value most and tracking business metrics to see how many existing and new customers make the switch to digital.
For the team at Mitsubishi Fuso, allowing branches to maintain the same deep, personalized connection with customers while increasing transparency across the business sets SAP Commerce Cloud apart. The collection and analysis of live customer data along with surveys and other digital engagement methods is enabled through SAP Commerce Cloud and Experience Management solutions from SAP and Qualtrics. This grants the company greater insight into consumer behaviors than ever before.
Once customers are truly thriving and fully using the e-commerce service, the company plans to expand its product offering and potentially introduce improved order tracking, shipping options, and payment capabilities.
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