Report: Mitsubishi looking to claw back to 100,000 sales in U.S. in three years
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Report: Mitsubishi looking to claw back to 100,000 sales in U.S. in three years
When the healthy catches a cold, the sickly contract the flu. Over the past few years, Mitsubishi has been suffering from a degenerative case of bronchial pneumonia, with a side of strep and a nasty rash. In other, less contagious words, Mitsubishi has been faring very poorly during the industry's worst downturn in decades, and it's tough to say if the struggling Japanese automaker will ever leave the intensive care unit.
But to listen to John Koenig, executive vice president of Mitsubishi North America, that will all change over the next few years. Koenig has told Wards Automotive that he sees Mitsubishi hitting 100,000 sales in the U.S. within three years. Mitsubishi only sold 53,986 vehicles in 2009, down 44.5 percent compared to a still depressing 2008, and that's only one sixth of the Japanese automaker's 345,111 U.S. sales in 2002. Koenig says he's had to reassure dealers that Mitsubishi isn't leaving the North American market, adding "that's probably their biggest fear, because they're reading about it in various journals."
To get out of its sales rut, Mitsubishi plans to bolster sales with the help of the Outlander, a vehicle that we found to be pretty entertaining and capable. Koenig also points to the Lancer as another vehicle that could help turn sales around.
Will Mitsubishi return to sales of 100,000 units a year in the States? It's difficult to say, really, but given the automaker's performance over the past few years, we're not all that optimistic. The good news though is that most sales problems can easily be cured with good products, and if the Outlander is as good as we think it is we're thinking, Mitsubishi has a shot at staying relevant - though they had better be readying a few new cannons in their arsenal.
Gallery: First Drive: 2010 Mitsubishi Outlander GT
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