Mitsubishi has halted new model launches in Europe as part of an overhaul of its global operations to cut costs, which is expected to mark the beginning of the brand's withdrawal from the European market.
Under the 'Small but Beautiful' banner, the Japanese manufacturer plans to reduce its fixed costs by 20% over the next two years. It will shift to a business structure centred on Asia and "improve operating profit by downsizing low-profit businesses”.
The firm will focus its resources on the South-East Asian market, where it currently has a 6.4% market share, compared with just 1.0% in Europe and 0.9% in North America. Its operating profit in the region last year was 63.6 billion yen (£469.6 million), compared to just 12.8bn yen (£94.5m) across all other global markets.
A planned “freezing of the introduction of new products in Europe” means upcoming models such as the next-generation Mitsubishi L200 pick-up truck, Outlander SUV and Mirage supermini are unlikely to be sold here.
Car Dealer Magazine reports that Mitsubishi UK boss Rob Lindley was surprised to hear the news, but that the Colt Car Company - sole distributor of the brand’s models in the country - will now "accelerate" talks it was already having with other manufacturers.
"We did not expect [Mitsubishi] to cease development of models for Europe completely and that was a shock," Lindley told Car Dealer, "but we were talking to other brands that are not yet represented here in the UK yet."
It is not yet known which brands are in line to fill the gap left by Mitsubishi's departure, but Lindley hinted that "if a brand is importing cars to Australia then they are a good fit for the UK as they are right-hand drive and crash tested to similar standards". It is suggested he is referring to top-selling Chinese brand Haval, which announced plans for a global rollout in 2017.
A Mitsubishi UK spokesman was unable to say for how long the European new model freeze will last but said that the situation is “evolving and changing rapidly”.
Mitsubishi plans to achieve “sustainable growth” from the end of 2022 by consolidating investment into core regions and products. Changes in its home market include shifting production of its Pajero SUV from Sakahogi to Okazaki, closing unproductive dealerships and promoting its sharing and subscription business.
The spokesman told Autocar that it's too early to say what the plans mean for Mitsubishi's 114 UK dealerships but that they're “still selling cars for the foreseeable future” and plan to continue to support customers with an ongoing aftersales parts and servicing offering.
However, the new model freeze means current models will not be replaced when they become non-compliant with EU emissions regulations, suggesting Mitsubishi will gradually withdraw from the European market.
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Limited range and poor styling
Mitsubishi were too reliant on selling just two models in the UK. The L200 Pick-up and the Outlander Phev. Their other products were just too weak. When was the last time you saw a new Mitsubishi car on a UK Road? Poor styling was an issue, which the latest Outlander PHev only overcame by providing a tax efficient and VFM product at an opportune time. Even then, high levels of discounts were required in order for them to sell. The lack of a replacement for the ageing Shogun further hindered matters. I am sure SsangYong will see this as a great opportunity for them to increase sales in the UK.
STUPID DECISION
STUPID Decision - They have one of the biggest selling EV's in the world, they shift loads here, and in Europe, they also shift thousands of the Pick Up, as it is one of the best on the market, they have some other good products and lots of new stuff on the way, to pull out of Europe because they dropped a ball bag in the first Q of 2020 stupid, everyone dropped their draws and showed the bottom line to everyone and will do for the rest of the financial year.They say the want to conccentrate of Asia, yet they had the biggest drop in the companies global sales area's Europe dropped but by nowhere near as much as most other brands, there has got to be more to this than just the financial side of things, we have lost so many brands over the years, Daihatsu, Perodua, not a great loss that one, SAAB, Rover, now Mitsubishi, Suzuki is about to rip up its European Passport, they have removed a number of its cars already, Jimny, Ignis and Celariac (yes i know), so, who will be next......
Ignis
Didn't know that one had gone, one of my favourites. Are you sure
Suzuki GB sales
Jimny apart, Suzuki have withdrawn less popular and less profitable models such as the Celerio and Baleno to be more streamlined and profitable. The Ignis is having a minor update, but is definitely staying in the UK. The whole range is now mild hybrid, and the Vitara and Swift are selling reasonably well.
Mitsubishi declining sales