By on September 22, 2017

2018 Mitsubishi Eclipse Cross - Image: MitsubishiBetween its peak in 2002 and the depths of the recession in 2009, Mitsubishi’s U.S. sales plunged 84 percent. Market share plunged from more than 2 percent to less than half of 1 percent. Could the company survive in America?

The loss of product gave observers even more reason to doubt the brand’s staying power. Bigger SUVs such as the Montero and Endeavor disappeared. Mitsubishi’s midsize sedan, the Galant, generated its final sales in early 2014, a decade after the Mitsubishi Diamante departed. The discontinuation of the Eclipse and Lancer Evolution spelled the end of Mitsubishi’s performance bona fides. Then Mitsubishi also ended the Lancer, leaving the Mirage G4 to fight America’s sedan battle.

Meanwhile, Mitsubishi’s plans to bolster its U.S. lineup haven’t always translated to reality. The Outlander plug-in hybrid was initially bound for the U.S. market in 2014 or 2015 — it’s still not here. As for U.S. production, which Mitsubishi’s president Osamu Masuko said in 2013 would not end, the final U.S.-built Mitsubishi rolled off the Illinois line last year.

Despite the heavy load of evidence that would support the belief that Mitsubishi Motors USA was on its death bed, Mitsubishi is on track in 2017 to sell 100,000 vehicles in the U.S. for the first time since 2007, having enjoyed five consecutive years of growth. Settling in for the long haul, Mitsubishi has also signed Mini’s old ad agency, Butler Shine Stern & Partners. (Read More…)

Recent Comments

  • Arthur Dailey: I have been driving for nearly 50 years, bought or leased or arranged/negotiated the purchase/lease of...
  • THX1136: The article reminded me of the ad ‘campaign’ that Ford undertook many years back. The tag line...
  • DenverMike: Congrats Lou, except what’s to stop GM from denying your claim if god forbid, your diesel eats itself and...
  • DenverMike: Is that how trolls get off? It makes no sense to the rest of us, but clearly it’s a major malfunction....
  • SaulTigh: Frankly, the internet raised them and that’s the problem.

New Car Research

Get a Free Dealer Quote

Who We Are

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