1988 – Getting the rights to import Mitsubishi

In the early ‘80s, Subaru cars became popular in Israel for providing basic transportation, ultimately taking over 40% of the private vehicle market. Dr. Shmuel Harlap, Amichai Harlap’s son, realized that there was a need for a better quality car, and despite the many obstacles and objections to importing another new brand to Israel, in 1988 Colmobil introduced the Japanese Mitsubishi brand. Mitsubishi was a huge success, as the Israeli consumer benefited from the competition, and purchased these vehicles in the thousands, enjoying impressive accessories and innovations that until then had yet to be seen in Israel.