Mitsubishi Risks Segment Overlap by Delaying Important Outlander Redesigns
Mitsubishi is stalling the much-needed redesigns of its Outlander SUV and Outlander Sport compact crossover as engineers explore ways of sharing components with Nissan.
This means that, until the Outlander Sport gets its proposed downsizing, Mitsubishi could have two vehicles sharing a segment and potential customers when the 2018 Eclipse Cross hits dealerships. Both Outlanders were expected to assume a new form to better distance themselves from the Eclipse Cross compact crossover and each other. While they don’t look much alike, the Cross’ dimensions are only an inch-and-a-half away from the Sport.
It may make good financial sense to appropriate Nissan parts and platforms, but Mitsubishi would be shooting itself in the foot by having two models in the same segment — even if it were only for a year or two. Considering how important crossovers and SUVs are for the North American market, there is little benefit in bringing in the flashy new Eclipse Cross just to rob sales from another model.
The next-generation Outlander was originally scheduled for launch in March of 2019, while the redesigned Outlander Sport was expected the following year. Those dates have both been stretched by an indeterminate amount of time. However, supplier sources speaking to Automotive News suggest a rollout of the larger SUV in 2020 and the compact Sport following a year later.
Meanwhile, the Eclipse Cross is due for U.S. dealerships in early 2018 and could potentially spend the next two years funneling money away from Mitsubishi’s best-selling model. When the company designed the edgy new Eclipse, it was with the intent that the Outlander Sport would morph into a smaller model to give it some space. Now, unless the Cross is also delayed, the two will be parked on dealer lots competing for attention.
[Image: Mitsubishi Motors]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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In Europe this will mean a big lost opportunity. Outlander PHEV was a best seller in UK, Netherlands and other places, ranking first among plug-ins (even ahead of Zoe and Leaf). I can't believe Nissan wants to spoil all this momentum. Any reasonable person would put in bigger batteries, stronger motors and more efficient engine, to keep it up-to-date and sell it to the US. I really can't understand.
Mitsubishi is profitable in the US and Canada. Mitsubishi reliability is better than Mazda, Subaru, Nissan, etc. http://www.jdpower.com/press-releases/2016-us-vehicle-dependability-study-vds 10 year warranty. I say, why not Mitsubishi? They offer vehicles that are safe and reliable and great value (sales price, not MSRP).