Mitsubishi Electric attacks every air conditioning segment, launching the new “KA Series” as a fighting model for the mass market at an affordable price. With integrated solutions to penetrate the B2B sector, the company sets a sales growth target of 10% for 2026.

Redefining its Vision to Drive Business Forward

Mr. Toshiyuki Iizuka, Managing Director of Mitsubishi Electric Kang Yong Watana Co., Ltd., revealed “Over the past year, both the world and Thailand have faced increasing economic uncertainty driven by various factors, including international trade wars, U.S. tariff barriers, as well as domestic negative factors such as low economic growth, high household debt, a slowdown in the tourism industrial sector, and political instability. These negative factors have led to an apparent decline in consumer confidence and purchasing power compared to 2024, affecting the home appliance industry, especially in the air conditioning segment which is our main product category. In addition, the competition in the air-conditioner market has intensified amid a challenging environment. For the fiscal year 2026, we have set a growth target of 10%, aiming to strengthen our business foundation for long-term sustainable growth.”

To achieve these goals and continuously retain our trusted brand for Thai consumers positioning, Mr. Iizuka emphasized key measures: “First is increasing competitiveness and market share in the room air conditioner segment by launching the new “KA Series” an entry-level model designed to make premium products more accessible to a wider range of consumers at an affordable price, while maintaining the core values of “high Japanese quality standard, durable, reliable, and value-for-money in the long run.” It also features EGAT’s Energy Saving No.5 Label, effectively reducing electricity costs for users. Beyond the standout new products, last year, Mitsubishi Electric Mr. Slim premium “AW Series” also won the prestigious ASEAN Energy Awards 2025, as well as consistently receiving the Thailand’s Most Admired Brand and No.1 Brand Thailand awards, proving that Mitsubishi Electric remains the number one brand in the hearts of consumers.”

Secondly, the next key policy is driving long-term sustainable growth, Mr. Iizuka added “The company will move forward with enhancing the B2B businesses in Thailand, which is a part of Mitsubishi Electric Group’s core growth strategies. Such strategies will be deployed through the offering of commercial air conditioners such as Mr. Slim and City Multi, and will further expand our product range to meet the needs of diverse business groups, including Data Centers, Smart Cities, or Green Buildings through comprehensive solutions such as Lossnay heat exchange systems, various models of Air-Cooled Modular Chillers for large-scale air conditioning, including Building Management Systems (BMS) to provide an all-in-one response to every requirement.

Simultaneously, the company continues its mission for social and environmental responsibility through “The Giver Project” which has been ongoing, to deliver social benefits in various dimensions, alongside developing technology that reduces greenhouse gas emissions and optimizes resource efficiency. The company is ready to drive all activities at full capacity to achieve success and create sustainable value for Thai society.”

Elevating Confidence through After-sales Service

Mr. Praphon Potivorakun, MKY’s Deputy Managing Director, said regarding the importance of the service strategy “The company has each year aimed to increase customer convenience and satisfaction by continuously elevating after-sales service. In 2026, we continue to develop every dimension of service, including speed, ease of communication, and enhancing technical expertise of our technicians. Since our core priority is ensuring that customers can use our products smoothly and without interruption, the company has developed LINE Official Accounts for both general customers and service technicians to efficiently and accurately meet increasing demands.”

“Mitsubishi Electric” LINE Official Account for general customers, Mr. Praphon revealed “It was developed to be an intelligent personal assistant that truly meets individual needs, especially for air conditioner customers, where the system analyzes purchase history to send advance cleaning notifications at

appropriate intervals, helping to extend product lifespan and maintain long-term efficiency. Additionally, customers can book repairs, seek usage advice, or request assistance through chat immediately, as well as
booking technicians, checking repair status, and registering warranties via LINE, reducing the issue of lost warranty cards and allowing customers to check information at any time. Meanwhile, we have also developed the “Mr. Slim Technician Buddy” LINE Official Account as a communication channel between the company and technicians nationwide, Error Code providing comprehensive access to installation manuals, standard repair procedures, and error code checks. They can inquire about spare parts and consult on on-site problems via video and images with the central technical team in real time. All these processes will result in faster problem-solving for customers and elevate Thai service standards to an international level.”

Competitively Penetrating the Market with Japanese Quality Standard Products

Mr. Shizuo Nakatsukasa, MKY’s Director & General Manager – Marketing and Sales Division, disclosed the 2026 marketing strategy and product details “Despite the economic slowdown and intensifying competition. Meanwhile, the company continues to move forward with strong commitment, driving business growth to revitalize sales in the residential segment and further accelerating expansion in the B2B segment. For this reason, we are introducing the new “KA Series (Happy Inverter)” at a more affordable price, meeting the needs of consumers seeking value alongside performance under Mitsubishi Electric’s quality standards. It comes with a Sleep Mode function that automatically adjusts suitable temperature for better and more comfortable rest during sleep. The model is also outstanding with very quiet operating noise level of only19 decibels-close to a soft whisper-for quality rest. Furthermore, it cools quickly with “Fast Cooling” feature and provides smooth airflow even in Thailand’s extreme heat, withstanding outdoor temperatures up to 46°C. It also features the V-Air Filter, which eliminates viruses and bacteria at the cellular level for the good hygiene of every family member.

In addition to air conditioners, Mr. Nakatsukasa mentioned innovative line-ups in other product groups that will add more excitement this year, such as the Premium Series refrigerators in the new ‘Matte Black’ color for a modern luxury feel, equipped with the intelligent Neuro Inverter system that learns user behavior to save energy and food preservation technology to keep items fresh. For electric fans, we introduced the new LV16 Slim stand fan in white with a sleek design and added 4 new colors for desk and semi-floor models to fit every modern home decor style.

We are also continuing to work with “Nont Tanont” as the brand presenter for the fourth consecutive year to convey brand values under the concept “All We Do, Designed From You” through new online advertisement series consisting of three clips, showing that every function of Mitsubishi Electric Mr. Slim air conditioner is designed with the user’s life in mind for greater convenience, leading to features that understand real usage needs-a high-quality air conditioner with a long lifespan and durable value. We believe true comfort starts with understanding, which is why we never stop innovating. Not just for the best cooling technology, but to design every function with care for your quality of life, along with a commitment to developing energy-efficient technology, reducing waste, and being eco-friendly. Because in everything we do, we always have you in all our consideration,” concluded Mr. Nakatsukasa.