Mitsubishi has been promoting vehicles within the United States longer than a few of its competing Japanese manufacturers and definitely longer than Hyundai and Kia, a pair of Korean automakers. In the Seventies, Mitsubishi started to promote its vehicles via the Chrysler Corporation, with rebadged Plymouth and Dodge fashions filling out the Detroit automaker’s product line. Years later, Mitsubishi went impartial, establishing its personal supplier community and using a crest of demand for its scorching, compact fashions.
These days, Mitsubishi is struggling to search out its place in North America, with one underutilized meeting plant supplying some product, however with demand removed from what it ought to be. Other automakers have caught on and have lengthy since bypassed Mitsubishi, leaving the Japanese automaker to look at whether or not it ought to be a drive within the U.S. Market.
Mitsubishi has no plans to comply with Isuzu by leaving the U.S., however they’re planning to make some vital modifications in a bid to recapture previous glory and to brighten up its mannequin line. Expect the next modifications to assist the automaker improve its presence and relevance within the extremely aggressive U.S. market:
Plant modifications – Mitsubishi’s lone American meeting plant is in Normal, Illinois, and it’s removed from approaching its construct capability. The Eclipse is constructed there, a specialty mannequin that also has some enchantment. However, the aged Galant and dated Endeavor are additionally inbuilt Illinois. All three strains will quickly not be inbuilt Illinois, changed by extra standard fashions, the Outlander crossover and Lancer sedan, by 2013.
Electric car – The identify i-MiEV doesn’t have a hoop to it, however it represents the “Mitsubishi In-wheel motor Electric Vehicle” being deliberate for world launch. This mannequin is already being offered for presidency fleets in Japan, beating the Nissan LEAF and Chevrolet Volt to the market. The U.S. model of this compact automobile is predicted to be bigger and provided on the market someday in 2011. It shall be inbuilt Japan and exported to the states.
New fashions – Mitsubishi is mum on the brand new fashions it has deliberate, however an important one would be the alternative for the present Galant midsize sedan. That mannequin is woefully outdated, on sale within the U.S. market starting in 2003 with minor refreshings since. If Mitsubishi is to make a go of issues, a aggressive midsize sedan is a should. Even smaller Suzuki figured that downside out, promoting its Kizashi sedan in probably the most aggressive car phase.
In 2010, Mitsubishi gross sales rose by 3 p.c in a market the place automobile gross sales rose by 11 p.c to only over 55,000 items. That quantity is a far cry from the 354,111 automobiles it offered in 2002, underscoring that Mitsubishi has its work reduce out for itself it’s to have a viable presence once more within the aggressive American market.