Mitsubishi European range will be “small but beautiful”June 24, 2020
According to the head of the Japanese brand Takao Kato, the European lineup will be small, but “very beautiful.” Details of the company’s new strategy will be announced shortly.
In truth, Japanese Mitsubishi cars do not sell well in Europe and China. The dominance of the Outlander compact crossover in the plug-in hybrid version of the PHEV on the Old Continent is not enough to maintain the popularity of the entire brand.
In a recent interview, Mitsubishi Motors CEO Takao Kato said that changing the company’s strategy back in fiscal year 2017 only led to a 30 percent increase in costs compared to the most recent fiscal year, which ended last March. Profit growth was inadequate.
“Under current conditions, we will make our European range“ small but beautiful, ”said Kato.
“Small but beautiful” – this phrase is not explained by Kato in the report, although we can assume that he means a small number of cars in the European brand line. A plug-in hybrid version of the compact Outlander PHEV is likely to be offered for Europeans, given that by the end of this year a version of the next generation model will be presented.
However, the exact list of those cars of the Japanese brand that will continue to be sold in Europe is still not disclosed. Mitsubishi said its new medium-term strategic plan will be announced in a few weeks, which is likely to happen around June 30 – in which case, the strategy will be unveiled during the event, which will publish the brand’s financial report for the quarter.
What is definite is Mitsubishi’s emphasis on the ASEAN market (Southeast Asia), especially in the case of sales of mid-size crossovers and pickups, where it currently has a great chance. In accordance with the Renault-Mitsubishi-Nissan alliance strategy, Mitsubishi will lead in ASEAN countries.
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