|The original Outlander|
Mitsubishi has been in Europe since back in the mid 1970's but recently announced it will wind down its operations and at some point stop sales altogether in Europe. That's not a bad move, considering it needs to make money and it appears that isn't happening in this region.
In the decade prior to this century starting, the brand was consistently between 1.0% - 1.5% penetration. Not big but useful. Did it have ambitions to do more than that? I would have thought so but at what price in order to achieve that?
2000-04: The new millennium started off with a thinning of the range. It did have a wide range of vehicles for the sales it was achieving, so a sensible move. That sent its share of the market under the 1% mark. The Space Star was assembled in Europe but with very modest volume and that ended in 2005 .
A major problem was there wasn't a model that really captured the market, like say what the Qashqai did for Nissan. By 2004, all the vehicles were below 30,000 sales and the total had gone from 176,000 to 137,000.
|Model / Year||2004||2003||2002||2001||2000|
|Model / Year||2009||2008||2007||2006||2005|
2010-14: Sales took on a stable look as the ASX and the Outlander became the two most popular within the range. The Space Star returned (Mirage elsewhere) and between the three of them maintained sales at around the 100,000 point. Was that enough?
|Model / Year||2014||2013||2012||2011||2010|
2015-19: The Eclipse Cross joined the team and sales started heading toward 150,000 and Euro market share was nudging 1%. Things were better and one could have assumed that the brand would be sticking around. The downside was the company wasn't in a great place financially, leading to Nissan taking a share to help it survive.
Rationalisation was needed and the company was at its best in the Asia/Pacific region. This was to be its new focus and Europe simply wasn't a justifiable expense. It was time to wind things down and forget the idea of it needing to be everywhere. Profit was the goal and Europe was a hindrance to achieving that.
|Model / Year||2019||2018||2017||2016||2015|
For others in the series, please click on the brand name below.
Alfa Romeo - DR Motors - Fiat Part 1 - Honda - Hyundai Part 1 - Infiniti - Jaguar -
Kia - Lancia - Land Rover - Mazda - Nissan - Opel/Vauxhall - Peugeot Part 1 -
Renault Part 1 - Saab - SEAT - Škoda - Subaru - Volvo
|The current Space Star|