A pall of underperformance hung over the US auto industry in the second quarter of 2024. While the market sputtered, Asian carmakers like Toyota defied the trend with impressive sales growth.
However, Mitsubishi Motors North America (MMNA) stands out as a stark exception to this Asian success story. At the same time, an initial glance at their figures might suggest a positive trend a 12.3% increase in sales compared to the first half of 2023 a closer look reveals a cause for concern.
With a total of just 51,130 units sold in the first six months, MMNA falls considerably short of its Asian competitors. Established players like Mazda, Subaru, Nissan, and Honda all significantly outsold them, and the rise of Korean powerhouses Hyundai and Kia further underscores the disparity.
This significant gap in sales performance raises serious questions about MMNA’s ability to compete in the increasingly competitive US auto market.
The company faces a critical juncture, needing to address these challenges head-on and develop a strategic plan to claw back market share. Without a clear path forward, MMNA’s long-term viability in the region could be at risk.
Once a respected competitor to Subaru, Mitsubishi’s sales have lagged. Their current lineup, including the Mirage and Outlander Sport, struggles to compete with Subaru’s offerings. While the Outlander and its PHEV variant perform well, they can’t single-handedly secure Mitsubishi’s future.
In an attempt to reverse this trend, Mitsubishi announced its Momentum 2030 plan, promising new vehicles for the North American market. Some believe significant innovation isn’t necessary for a comeback.
This sentiment is reflected in the digital world, where car designer Theottle has virtually modified the Nissan Evo concept into a new Mitsubishi Lancer.
Theottle clarifies this isn’t a performance-oriented Evolution model, but rather a rival for popular sedans like the Toyota Corolla and Honda Civic.
Interestingly, Theottle based his design on the Nissan Evo concept, incorporating elements from Renault and Mitsubishi.
