Mitsubishi has not seen much success in recent years. Sales for the Japanese brand have fallen steadily in the U.S., and that has made many wonder if the automaker will even be able to stay in the market.
Despite speculation that Mitsubishi could pull out of the U.S. entirely, the company’s President and CEO Osamu Masuko said in a recent interview that the thought of pulling out “never enters my mind.”
“We’re always talking about what the best scale for our sales in the United States would be,” Masuko said. “But my personal opinion is that in the United States, I don’t know how many years it would take, but our target could be around 200,000 units.”
Judging from what Mitsubishi has in development, there’s definitely some fight left in this brand yet. Masuko is committed to delivering new products and moderate incentives in the near future, which are believed to be the key ingredients to steady and sustainable growth.
One of the first products to hit the road will be the Outlander Sport. Competing in one of the most lucrative and competitive segments, this compact crossover is just one of the many new products that are intended to recapture past success. Mitsubishi Nashville welcomes the resurgent product lineup.
Mitsubishi also wants a more fuel-efficient lineup and all-electric vehicles like the i-MiEV will help achieve that goal. Utilizing global platforms, as opposed to regional vehicles, is another tactic the automaker is working on to curb costs and fuel growth.
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