By on July 28, 2020

Living in Europe and eager for the next generation of Mitsubishi products? You might end up waiting forever.

As part of a crash cost-cutting exercise designed to stabilize the storm-rocked company, the Japanese automaker has decided to reduce investment in under-performing markets while chopping fixed costs by one-fifth over the next two years.

In Europe, the brand could soon become a ghost. Mitsubishi has hit the stop button on any new product headed in that direction.

Per a brief Monday release, the automaker announced that its board of directors “resolved to freeze the introduction of new models to the European market.”

Sales of existing models, plus after-sales and servicing activities, will continue in the market. If this sounds like the brand’s last gasp in the market, you’re not alone in thinking that. Autocar points out that Mitsubishi’s market share in Europe stands at 1 percent, which is actually a tenth of a point more than in North America.

Once current Mitsu products find themselves out of sync with stringent EU emissions standards, expect a full pull-out, the publication warns.

As you read yesterday, Mitsubishi’s dismal earnings have prompted a new approach. Essentially, Mitsubishi plans to focus on what sells, and where it sells best. The overseas Pajero SUV is doomed to die, with its Japanese assembly plant bound for mothballs. As it embarks on a three-year plan dubbed “Small but Beautiful,” the brand plans to focus its efforts mainly on Southeast Asia, where the automaker’s market share tops 6 percent. The automaker says it has 11 percent in its sights.

Mitsubishi rolled out a raft of refreshed products for the North American market last week, but earlier pronouncements, coupled with the past day’s events, seems to indicate that these models will be America’s last.

Like Europe, there’s no mention of North America in the Small but Beautiful write-up; instead, Oceania, Africa, and South America are seen as second-tier markets primed for growth. Small, eco-friendly models will tempt buyers in those regions. Southeast Asia will see a new SUV, pickup, and MPV.

[Image: Mitsubishi Motors]

Get the latest TTAC e-Newsletter!

10 Comments on “Mitsubishi Puts Europe on Ice...”

  • avatar

    Time for Mitsu to pull out of North America. With just one compact and two SUVs, the writing is on the wall just like Suzuki and Daihatsu.

  • avatar

    “Living in Europe and eager for the next generation of Mitsubishi products? ”

    That’s covers about 3 guys here

  • avatar

    It’s interesting how Mitsubishi does so well in Australia, but not anywhere else.

    Last year, the Mitsubishi Triton was the top 5th selling car in the country and the ASX (Outlander Sport) was #10 and Outlander was #15. For years, they’ve been consistently a big seller. As a brand, Mitsubishi is also the 4th top selling brand of 2019, selling more than Kia, Ford, or Honda.

    It’s a major player in the market. Like the Korean cars from a decade ago, it appeals to a lot of buyers with good pricing, generous warranties, value for the money, and although the designs may be dated, solid engineering that you can count on.

    • 0 avatar

      These articles about the death of Mitsubishi in North America are exaggerated.

      The world’s single largest market for Mitsubishi cars isn’t Japan or China or Thailand or Australia – its the United States. Americans buy more Mitsubishi cars than any other country in the world.

  • avatar

    And unlike Saab, where I presume you could get parts through other GM dealers, any Mitsubishi will be an orphan as soon as they stop selling vehicles! I can’t imagine any existing dealer would just provide parts and service.

    • 0 avatar

      I believe in most countries, the manufacturers are required to continue providing aftermarket service for certain number of years. This may involve the existing dealerships, as in the case of Suzuki in US, or a third party service providers, as done for Ford and Saab in Japan.

      In any case, I’d think it’s easier to get ahold of parts from overseas these days thanks to the internet.

    • 0 avatar

      Would this not be where Renault could shoulder some of that burden in Europe and Nissan could shoulder it here in the states? How similar are Mitsubishis to their alliance-mates?

      • 0 avatar


        In terms of mechanical similarities, not much is shared between Mitsubishi and Renault-Nissan vehicles.

        Many of the base architectures of the current Mitsubishi are from the Daimler Chrysler days which Mitsubishi (and Hyundai) was allied with. The current Mitsubishi Outlander, ASX (Outlander Sport), and Eclipse Cross is based on the Mitsubishi-Chrysler platform shared with Chrysler Sebring and the World Engine co-developed between Hyundai and Chrysler.

        Mitsubishi Shogun/Pajero and L200 pickup is Mitsubishi design, though the latter is occasionally sold as RAM or Fiat. Mirage is all Mitsubishi.

        I hear the next Rogue will be on the CMF-C/D shared with Nissan Rogue, but won’t matter since that won’t be reaching Europe.

  • avatar

    Big deal. Pontiac, Oldsmobile, Mercury and Plymouth also did not sell well in Europe too, did not sell at all thats it.

  • avatar
    Jeff S

    Would most buyers miss Mitsubishi if they disappeared?

Read all comments

Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • Veeg: Sorry we didn’t grow up on third base and act like we hit a homer like the olds. Grew up in the easiest time in...
  • Jeff S: Go ahead and take another shot just make sure it is bourbon and not whiskey. Bottoms up.
  • Jeff S: Lou you might be right about polished slime (also turds) but the older I get the less I trust people and the...
  • EBFlex: 6/21/business/gas-tax-holiday- biden/index.html
  • EBFlex: You realize when you call me comrade you’re calling yourself comrade right? Sit down son.

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber