From cars and utes … to tractors

ANOTHER high-flier of the motor industry has abdicated to a big involver in the rural scene.

Mitsubishi Motors New Zealand announced Daniel Cook, its chief operating officer and with the  Porirua-based company since 2001, is departing to join New Zealand company Power Farming. His new job is to lead the Morrinsville-headquartered operation’s tractor distribution operation in the United States. He will base in Atlanta, Georgia. 

Cook becomes the second major industry figure to go to Power Farming. The first was Tom Ruddenklau, who once headed Hyundai New Zealand and Volkswagen New Zealand and last year was instrumental in returning the Opel car brand to this country. He left the car world to become Power Farming Group’s chief executive.

 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. 

MMNZ chief executive Warren Brown said Cook had made an immense contribution to MMNZ and the Mitsubishi 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.” 

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

“In 2008, we sold 3420 vehicles,” Cook said, via a press release out of MMNZ.  

“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 decade; however, Cook says some that he’s most proud of concentrated on customer relationships, reminding MMNZ was one of the first automotive brands here to establish an internal customer care centre, which won awards.

 “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 medium-term.”

Power Farming Group has operations in New Zealand, Australia and the US.