Mitsubishi Electrifies An Unsuspecting Europe
Mitsubishi started production of the European-spec model of its i-MiEV electric vehicle Wednesday to maintain its lead over rivals in a non-existing market segment expected to grow rapidly. At the same time, Mitsu started production of the iOn, which is an i-MiEV, rebadged for PSA Peugeot Citroen.
According to The Nikkei [sub], the iOn needed “changes from the Japanese version to meet European safety standards.” Let’s hope that the Euro-spec i-MiEV received the same changes, otherwise it will be DOA.
Mitsubishi plans to manufacture the breathtaking number of 5,000 European-spec i-MiEVs and iOn in fiscal 2010, which ends in March 2011.
Mitsubishi Motors has what the Nikkei calls “ambitious production growth targets for the electric car.” They want to sell 18,000 in fiscal 2011 and over 40,000 in fiscal 2012. Following that, Mitsu hopes to boost the output above 55,000 as quickly as possible. Last year, they made 2000. Dream on.
Speaking of dreams, here are Mitsubishi’ nightmares: In December, Nissan will launch its Leaf electric car in Japan and the U.S. If there is even mild eye-movement in Europe, a European version by Renault is a given. Then there is Toyota and their Tesla play. And finally, there is a market that doesn’t necessarily scream for pure plug-ins. In Europe, even Hybrids didn’t make a dent in the market.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Hybrid is something for gasoline Toyota's. If you make miles than you drive diesel in Europe as it is much cheaper and Toyota is a complete nobody in Europe. Others will claim that there is also protection of home-grown car makers but i don't see any proof of that and that Holland buys more Prius than Germany is completely coincidental
Toyota is doing fine in Europe but it is not a large player as they only have 6% of the market. Taxation is very important, see for an example the Dutch market were hybrids have 4%. I expect the same to happen with electric cars. Pre tax the i-MiEV maybe very expensive but it is after tax that is important for the buyer or more likely leaser. ps. It is not only the lack of diesel engine. It is also the lack of brand name recognition