The first-quarter automotive sales report for 2024 revealed a stark reality for Mitsubishi Motors North America, Inc. (MMNA), with only 28,403 deliveries, reflecting a meager 38 percent increase. Despite this uptick, MMNA’s future in North America appears uncertain, with dwindling sales raising concerns of a potential retreat from the market.
Unlike its competitors like Toyota, Mitsubishi struggles to gain traction, offering limited options beyond the Outlander. Despite the affordability of models like the Mirage, consumers seek vehicles with better performance and aesthetics, leaving Mitsubishi with a shrinking fan base.
In a bid to revitalize interest, digital car content creators like Theottle envision a future where the Mitsubishi Mirage receives a makeover, drawing inspiration from the Renault 5 E-Tech. By reimagining the Mirage as an electric vehicle based on the Renault platform, Mitsubishi could breathe new life into its lineup, catering to modern preferences while paying homage to its heritage.
The concept proposes badge engineering the Mirage as a tribute to Mitsubishi’s iconic Colt/Mirage from 1978, tapping into nostalgia while embracing innovation. With the potential to rejuvenate the brand, Mitsubishi faces a critical decision in redefining its identity and relevance in the evolving automotive world.