Mitsubishi Sales Data & Trends for the European Automotive Market
Mitsubishi sales and market share in Europe peaked in 1999 at over 200.000 sales, and have gradually declined to 82.000 in 2013 before recovering to 133.000 in 2015. The following years, sales stabilized around 110.000 annual units as the brand has reduced its model line-up to just crossovers and SUVs and a minicar.
The brand introduced the midsized crossover ASX in 2010, which has proven to be a very stable seller in the second half of its life cycle. After sales plummeted in 2012 and 2013, they rebounded and stabilized the following years. The launch of the new generation Outlander, including the PHEV Plug-in Hybrid version, has drawn new customers into Mitsubishi showrooms. The Outlander became the brand’s best selling model in 2015 but had to relegate that title to the ASX in 2017.
The Space Star minicar also took its time to catch on in Europe, with sales increasing every year since its introduction in 2013 except for 2016, peaking at just over 30.000 sales in 2017, but the minicar couldn’t make up for sales lost by the discontinuation of the Colt subcompact hatchback, the brand’s best seller from 2005 until 2010 which was pulled from the market in 2013. Not replacing the Colt, the brand’s best selling car for years, which topped out at 70.000 sales in 2006 and sold almost 50.000 units in Europe’s most popular segment as recently as 2009, underscores the brand’s drifting model policy, but also the low importance of this continent on Mitsubishi’s agenda. The brand is more focused on high growth markets in South-East Asia than in mature markets like Europe or North America.
The i-MiEV electric subcompact has never been a big seller, topping out at 2.612 units in 2011 and quickly fading after that. The model was even outsold by both its rebadged siblings Citroën C-Zero and Peugeot iOn in 2012, and from 2015 onwards.
It looks like the Japanese brand wants to focus on crossovers and SUV’s as share of this kind of vehicles, which made up just 25% of the brand’s Europe sales in 2009, has grown to over 60% since 2011. Considering there are no plans for a replacement of the aging Lancer sedan, which is getting too old to be competitive any longer, and the new Eclipse Cross crossover to fit between the two existing SUVs, this trend may continue for years to come.
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