Colmobil imported the Mitsubishi Pajero, the first comfortable family sport utility vehicle, which changed the Israeli consumer’s perception of all-terrain vehicles forever. The Pajero became a hot seller, and since then, it has become common to consider a 4X4 utility vehicle to be appropriate for families as well as rugged enough for rougher uses.
At the beginning of the ‘90s, there was fierce competition among vehicle importers to acquire the rights to import vehicles from Korea. Dr. Shmuel Harlap managed to subdue all competitors, and obtained the rights to import the highly desired Hyundai brand into Israel.
Four years after its launch in Israel, Mitsubishi succeeded in undermining Subaru’s status as the most popular vehicle in Israel when annual sales surpassed Subaru. The ascent was complete: the Mitsubishi brand was crowned the sales record holder for 1992.
Branching out into other necessary services related to transportation, Colmobil established “Colmobil Insurance”, an auto insurance agency that provides a variety of insurance services and solutions for customers who purchased vehicles imported by the company.