Mitsubishi: We will not withdraw from U.S. market


7967Mitsubishi ASX-1″ /Mitsubishi-ASX-11

Mitsubishi has finally decided to give the U.S. market another try after sales have fallen since its peak of 2002. Rumors have been on the air that for quiet a year now that Mitsubishi may be pulling out of the U.S. market due to dismal sales. But According to Automotive News yesterday, Osamu Masuko, President and CEO of Mitsubishi Motors Corporation, says he is often asked if the Japanese automaker is ready to pull out of the U.S. market. “It never enters my mind,” he says. Sure, pal.

But that’s just confirmed Mitsubishi is willing to give the U.S. market another try. Its current plan is to push the 50,000 vehicles per year  to 200,000 vehicles – an increase of 400 percent. Osamu Masuko believes the path to his goals is through new products and moderate incentives, both of which will help drive steady and sustainable growth.

One thing is for sure of the sales decline of the Mitsubishi cars in the U.S. market is that Mitsubishi got lazy with its design. Nothing was exciting that came out after the 1998 Mitsubishi Eclipse and the 3000GT. The Mitsubishi Eclipse was pretty much the bread and butter for the company at the time, and Mitsubishi trashed that winning design and introduced an awful looking 2000 Mitsubishi Eclipse. Well, things went spiral down there on, because the U.S. customers have lost interest in Mitsubishi. The Mitsubishi Eclipse identified the Mitsubishi Company in the U.S., which the U.S. customers no longer can relate the two.

But what is worst of all, much of new the designs from Mitsubishi were bland and out of style. And when it got an exciting product like the Lancer Evo, it costs more than other brands. Then you end up with a watered down Lancer, which looks crappy. Not only that, the product lineup has shifted away to crappy larger sedans and SUVs, which plaque with problems.

Well, hopefully Mitsubishi has learned its lesson, and do well on its new 2011 Outlander Sport crossover.