By on April 16, 2018

Mitsubishi Evolution VIII

While Mitsubishi Motors isn’t in the same dire straits it once was, the brand has only recently stopped hemorrhaging sales after doing so for over a decade. After losing half of its annual volume between 2002 and 2004, Mitsubishi trudged further into delivery darkness during the recession — finally dragging itself back into the light after SUV sales improved. Unfortunately, its image has not been so quick to recover and volume has a long way to go before anyone at the company will be celebrating.

However, the brand has a lot of closeted fans over the age of 30 in the United States. There was a time when Mitsubishi offered affordable transportation that you could happily live with and a handful of fun models for those interested in hooliganism. People who remember driving those vehicles don’t see Mitsubishi as a lost cause, but as a formerly important automaker that has seriously lost its way.

Fortunately, the brand now has the means to find itself. With help from the Renault-Nissan Alliance and its own parent company, Mitsubishi Motors may even be poised for a comeback. Last year the company sold 103,686 vehicles inside the United States, a feat which hadn’t been replicated since 2007 when the brand was still losing sales like they were socks in a dryer. 

According to Automotive News, chief operating officer Trevor Mann sees a time when Mitsubishi can return to annual volumes of 300,000 units. There’s already plan in place to bolster the brand’s lineup by platform sharing with Nissan and interesting tech developments coming from Mitsubishi Electric. But the cornerstone of Mitsubishi’s strategy for the next decade will hinge on ensuring its finances don’t get out of whack.

“We are completely on track in terms of the midterm plan that we announced in October of last year. Just to refresh your memory on those numbers, to go from around 1 million sales to 1.3 million sales globally. Also a 30-percent increase in our revenues and to return to a 6-percent margin in terms of level profitability,” Mann explained. “We just collected all of the results for our fiscal year and it’s 1.1 million [units]. We’re ahead of the profit target and we’re ahead of the volume target. Overall, I’m quite pleased. We’re doing well.”

Mann says getting things in order for China and North America will be the next big hurdle. While Mitsubishi has fallen on hard times in both important markets, it still moves over a million vehicles on a global scale. But things have improved. It’s joint partnerships in China yielded a 90-percent increase and the U.S. saw a 10-percent bump.

“Ten percent growth in the U.S. last year without the significant impact of a new model suggests that we are starting to do things right collectively,” Mann said. “We have a lot of work to do still. We’re aiming for significant growth in the future. In the mid to long term, I see us moving over the 100,000 units in the U.S. to really getting towards 300,000 units over the long term.”

Mitsubishi has been in regular talks with its dealer network to improve throughput and take suggestions. Financing ability has been a reoccurring topic, which the company says it has been handling, but dealers also want new models. Crossovers are certainly helping build the business but shops would like to see more of them and maybe a reasonably priced pickup truck (please name it the Mighty Max).

“[A pickup is] something we will look to address in our long-range product plan. It’s on everybody’s shopping list,” Mann explained. “It’s obviously in our long-range product plan to make it work for us in the U.S., but we have nothing to actually announce right now.”

However the brunt of Mitsubishi’s new vehicles will come via Nissan as the pair focus on platform sharing. Fortunately, teaming up is going to save them a bundle. “The alliance is a two-way street. We make contributions to the alliance,” said Mann. “In terms of the benefits we are seeing on our bottom line, we should expect to see around $250 million directly to our bottom line for fiscal year ’17. We would expect that would grow in fiscal year ’18. The bulk of those savings came from procurement in terms of purchasing cost reductions, parts and services.”

“Our engineers are working now on common platforms and common powertrains, so the investments we have to make in those technologies are either a half or a third of what we would have to make if we were doing it by ourselves. We see that today as a cost avoidance instead of a profit improvement. We’ll start to see the benefits of them in the models that will start to hit the streets around 2020, 2021.”

Meanwhile, Mitsubishi Electric is upping its tech game with a new super-accurate GPS system. Mitsubishi Group is still a massive zaibatsu, having many arms that could potentially help one another. The company is currently trying to fill in the gaps to make that happen. While it will still persist as a traditional parts supplier, it’s also diving into new tech. The GPS system is accurate to within just a few inches and could be a major leap forward for autonomous driving.

Mitsubishi Electric is also working on a mirror-less system for vehicles, that uses artificial intelligence. While this also has self-driving applications, it is intended to function as a way to replace traditional mirrors to improve aerodynamics and safety. We aren’t likely to see it in North America anytime soon, but both Europe and Japan have new rules that allow automakers to replace rearview and sideview mirrors with camera monitoring systems.

“Camera systems for mirrorless cars have already been announced, but our system is the first to implement object recognition,” said Hidetoshi Mishima, general manager for smart information processing technology. “We believe that we have a first-mover advantage.”

The company wants to become more than a seller of components, though. Owning the satellites responsible for the advanced GPS system, next-gen mapping hardware, slick cameras with image recognition, and an established supplier network puts Mitsubishi in interesting territory. While still entirely independent, Mitsubishi Motors stands to benefit from these technologies as all of Mitsubishi’s firms are financially linked to a certain degree. If one facet makes money, it’s always better for the whole.


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34 Comments on “Is Mitsubishi Finally Poised for a Comeback?...”

  • avatar

    “There was a time when Datsun offered affordable transportation that you could happily live with and a handful of fun models for those interested in hooliganism.”


  • avatar
    cimarron typeR

    I’ve always felt Mitsu. could turn things around if they could get rid of their ghetto poor , step -up- above BHPH image in the US. They’ve always had a reputation of durability abroad.

  • avatar

    The two Mitsubishi vehicles I owned in the ’80s and ’90s (an’85 and a ’92) were great cars that lasted well beyond 100k miles without any major issues. Their cars after ’95 or so seemed to have taken a nose dive in quality for some reason. A shame.

  • avatar

    Three things Mitsubishi needs – a new Galant, a new Lancer and a new Colt.

    • 0 avatar
      SCE to AUX

      Unless I mistake your meaning, I disagree.

      Mitsubishi needs to hit ’em where they ain’t – not compete as a distant also-ran in a saturated market.

      An often-overlooked virtue of Mitsubishi is their long warranty, something which did wonders for Hyundai and Kia sales for the last 20 years.

      Similarly, they also tend to offer lower prices. But unlike H/K, the value proposition remains questionable, IMO.

      Warranty, pricing, and unique offerings (like the tin-can Mirage) could work in their favor. A unique EV offering would be interesting, as long as people can forget the ultra-quirky i-MiEV.

      But making a ‘Camry-beater’ isn’t in the cards.

  • avatar
    CKNSLS Sierra SLT


    You mean sedans and hatchbacks nobody is buying? From any automaker…….

  • avatar

    Hopefully Mitsu stages its comeback on the back of rebadged Renaults with America approved engines. Megane RS rebadged as a “Lancer EVO”? Yes please!

  • avatar

    A Mitsubishi comeback just as subprime lenders are pulling out of the market? Good luck with that.

  • avatar
    Joey M

    Use the current Z platform but dig up a 4B11/4G63 and awd to create the 5th gen Eclipse, using the Evo dual clutch or 5spd, then later create a 5.5 with upgraded stuff like a 6spd and rwd models

    I’d buy one in a heartbeat

  • avatar

    I’m surprised they haven’t priced the Eclipse Cross more aggressively. Compared to obvious competition like the Crosstrek it doesn’t look like a great value. Of course Subarus sell for much closer to sticker than any Mitsubishi ever will, but still I don’t understand their strategy. Unless they just plan to keep relying on subprime buyers.

  • avatar

    I would buy a Mitsubishi Montero Limited in a New York minute! Assuming of course the updated styling and functionality are clean and contemporary. My 2006 Montero Limited was as good as my 2009 Lexus GX470. I had the Montero Ltd. for 11 years. It flawlessly performed everything from executive duty, to family duty, to pretty serious weekly off-roading. Granted it was slightly less refined than the GX, and the GX V8 could tow more. But in some ways the Monty was better… including price.

  • avatar

    The author gets it. The 3000GT and Eclipse were the iconic cars of a teen driver coming of age in the ’90’s.

  • avatar

    I wanted a Mitsu back when I was in high school. They had just came out with the third generation Eclipse and those stupid commercials of everyone driving around with the loud techno music…..the good old days.

  • avatar

    I walked through my local Mitsubishi lot last weekend. It adjoins a Subaru dealer and a GM commercial truck dealer, all owned by the same company.

    I was surprised that the Mitsubishi dealer’s front row was stocked with used GM and Subaru products, including a 2010 Silverado with rear fender rust – they want $16800 for it.

    The only new Mitsubishi product they had was a Lancer sedan in the showroom, and 1 Outlander Sport on the lot. If you go to the dealer’s Mitsubishi site, they no longer have the option of looking at new inventory and you have to find the link through Google.

    So I think the only Mitsubishi dealer in Southern Maine is going away. I was looking forward to seeing and laughing at an Eclipse Cross in person, but I guess it’s not meant to be.

  • avatar
    Tele Vision

    They should make an FQ400 successor that everyone will talk about endlessly but never buy.

  • avatar

    Maybe they have a solution to the catastrophic depreciation rates also?

  • avatar

    I actually liked Mitsubishi before coming to USA. But still it was couple of generations behind Toyota or Honda, always. But looked good in 90s.

  • avatar
    Dave M.

    Coincidentally I was at our area Mitsubishi-Hyundai dealer yesterday. Hands down the interior was subpar on the Mitsu; Hyundai ate it alive.

  • avatar

    Bring back the Celeste/Arrow! Oh, wait…nobody is buying manual transmission hatchbacks with houndstooth interiors. Bummer…

  • avatar
    Big Al from Oz

    I do think Nissan-Renault will benefit more from buying Bits’n’Pieces (Mitsubishi in Aussie slang) than PSA buying Opel/Vauxhall.

    Nissan and Mitsubishi have been working together for some time now in platform sharing of tiny cars and in light duty trucks. Nissan and Mitsubishi even share a production line that produces both the Navara and Triton ute in Thailand.

    So, there is a connection and Nissan has a good idea on how Mitsubishi runs.

    Bits’n’Pieces has a reasonable lineup of reasonable cheap vehicles that are superior to it’s main competitors, Korean stuff and the “you get what you pay for” FCA (Chrysler/Jeep/Dodge/etc crap).

    There off road vehicles are viewed by some as more than acceptable for the price.

    There cars …………………….. well, they are crap, but many are happy with them.

  • avatar

    Unreliable engines ruined Mitsubishi’s reputation. Unfortunately, those were the engines that made it in everything. My mother had an ’87 Plymouth Voyager with the Mitsu 3.0. The van was great, but even with regular services the engine threw a rod at 100k, blew a head gasket at 150k, and blew both head gaskets at 200k. At the same time My dad’s Toyota made 250k with nothing more than oil changes and a timing belt.

    A couple of my fellow Nissan technicians had worked at the local Mitsubishi dealership, and they loathed the 4G63’s reliability compared to the 4G37. Sure, they’re great engines for racing, so long as you don’t mind tearing them down every other weekend, but if the customer is late to work because his 120k mile Galant is in the shop again, you can bet he’ll be buying from a different brand next time.

    Mitsubishi truly was more expensive at a cheaper price.

  • avatar

    My advice to Mitsubishi if they actually want to make a credible attempt at relevance in the US market:

    You need to try to outflank your competition. You can’t compete head to head at this point, as you will get lost in the noise. A mainstream sedan will be lost in the noise vs. the Accord and Camry no matter how good it is (just ask Mazda). A milquetoast SUV/CUV will get eaten alive by the CR-V, Escape, RAV4, etc.

    The way to begin clawing your way back is to offer something that doesn’t quite exist in the USA, and do it well. Find some niches. Be the only game in town…people will be forced to give you a chance when they otherwise might not. Where is there a chink in your competition’s armor that you can maybe exploit?


    1) Jeep sells a lot of Wranglers. As of right now, there is no real Asian competition to the Wrangler (or much other competition, period). What if an Asian nameplate had a real, rugged, tough 4×4 to go head to head with the Jeep? Not an urban soccer mom thing, I mean a real legit 4×4.

    2) Small truck. I think there is a demand for a truck the size of the old Ranger or Toyota Tacoma from 10-15 years ago. Something smaller than a Colorado is these days. This may even be something like the Ram 700 they have in Mexico. Anyway, I think a fair number of people want a smaller, more basic truck. Think Nissan Hardbody from the 80’s/90’s.

    3) Maybe reinvent yourself as a Subaru clone? Everything with standard all wheel drive. At least it would create some sort of identity for you. You currently have zero identity with 99.9% of the US public.

    4) Suzuki and GM sold a bazillion Sidekick / Geo Tracker thingies in the 90’s. You couldn’t walk 50 yards in the USA back then without tripping over one. I can’t imagine there isn’t a market for a small 2 door soft top SUV that is more economical than a Wrangler, smaller than a Wrangler, with maybe a smidge of actual off road ability like the old Tracker. Reinvent the 1990’s Geo Tracker.

    All of these ideas obviously have major weak points and reasons why they can’t happen. I think there is a shred of merit in some of them, though. Food for thought. Give me a break…I just came off the fourth 12 hour overnight shift in a row. I’m half delirious.

    • 0 avatar

      ” Jeep sells a lot of Wranglers. As of right now, there is no real Asian competition to the Wrangler (or much other competition, period). What if an Asian nameplate had a real, rugged, tough 4×4 to go head to head with the Jeep? Not an urban soccer mom thing, I mean a real legit 4×4.”

      To be fair the departed Xterra and current 4Runner are exactly that, minus the Wranglers shorter 2 door variant and solid front axle. But I get what you’re saying and agree, in the sense that I’d love to see it happen for selfish reasons but I’m not convinced that there is a solid business case based on CAFE regulations. We are seeing Wranglers (primarily in 4 door guise) AND 4Runners selling like never before currently, perhaps someone else would be willing to get back into the compact/midsize BOF 4wd SUV space. We’ll see what Ford’s Bronco reincarnation ends up looking like, but Mitsu could indeed bring over a ready-to-go global product here (Pajero Sport), or even be persuaded to make some kind of dedicated smaller offroader from scratch (less likely).

      • 0 avatar

        Ah, just bring back the Pajero Pinin/Mini

      • 0 avatar

        Part of the Wrangler’s appeal is the timeless styling. It never looks old. It looks easy to fix with parts which appear bolted on, regardless of the reality.

        The XTerra looks like something out of the 1990s.

        The 4Runner’s blandly aggressive styling won’t age too well, either.

        In order to really be a Wrangler competitor, it really does need to look timeless and look field-repairable.

        Yes, I realize this comment is mostly about shallow cosmetics. But, in this case, it’s an important part of “Jeepness”. Mitsubishi would be wise to do.something similar (but their own distinct way).

  • avatar

    When Mitsu was desperate and sold cars with 0-down/0-first-however-many-months it ended up being associated with sub-prime buyers. That’s all I think when I see Gallants and Lancers from the late ’00s to early ’10s.

    They need to reinvent themselves in a big splashy way. Find a gimmick to get people thinking differently about the brand as a whole as well as the individual cars. Nuke their previous ad/marketing company from orbit using a new flashy model as the payload delivery model.

    I like Syncro87’s idea of a Wrangler fighter or small truklet. Steal elements from Hyundai’s Veloster and Toyota’s C-HR. It’ll be ugly as sin but it will generate buzz. Put a 10yr/100k mile powertrain warranty on everything to give people a sense of security.

    I think it’s about time for a brand that isn’t afraid to make fun of itself. Have an ad campaign that starts off with a craptacular Lancer OZ Rally being crushed as its replacement does a handbrake slide to a stop in front of it. Another ad could be an executive admitting that cancelling the Lancer Evolution was a mistake, apologizing for it and having a bunch of enthusiasts throwing cream pies in his face.

    Appeal to a younger generation entertained mostly by Youtube stars and viral videos.

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