Mitsubishi continues to strengthen its positions in Europe
AUTO CENTRAL, UK -- July 11, 2014: Six months into this milestone year of 2014 (40 years of official presence + return to profit for fiscal year 2013 in the region), Mitsubishi Motors continues to strengthen its positions in Europe with a (retail) sales increase of 23%
The combination of a gradual economic recovery in several European countries, the impact of Outlander PHEV – now available in most MME markets, the continued success of key products such as ASX, L200 and Pajero, more pro-active Sales & Marketing local activities, as well as the Brand’s very good fortunes in Israel – now MME’s Number Three market, after Germany and the United Kingdom, all contributed to confirm the positive trend which began last year.
In detail for the MME 2014 (H1) Top Ten markets – the Top Five representing 60% of the MME volume over the period:
1. Germany: 10,761 units (- 9%) 2. The United Kingdom: 9,184 units (+ 13%) 3. Israel: 7,140 units (+ 185%) 4. The Netherlands: 7,093 units (+ 215%) 5. Norway: 2,927 units (- 19%) 6. Sweden: 2,819 units (+ 73%) 7. Austria: 2,467 units (+ 19%) 8. Poland: 2,387 units (+ 50%) 9. France: 2,374 units (+ 1%) 10. Spain: 2,261 units (+ 19%) Balanced Momentum
On the product front, the current range of vehicles maintains overall a balanced momentum, whether recently launched (Outlander PHEV and Mirage) or current
(ASX and Outlander) whilst L200 and Pajero continue to prove their worth - and the loyalty of their customers – with stable volumes:
The star of the Mitsubishi Motors range continues its progression through a wider availability across Europe.
Taking the United Kingdom as an example, MMC’s local Distributor (The Colt Car Company Limited) has recorded over 1,200 orders since its launch in April this year. In addition there have been over 5,700 customer enquiries whilst a significant increase in showroom traffic has been noticed. The Outlander PHEV has received huge public interest, driven by the vehicles outstanding credentials, unprecedented press coverage and impact from Mitsubishi Motors in the UK’s most successful media campaign ever including TV advertising: MitsubishiTV.
Launched as the 5-door hatchback Mirage a year ago in a limited number of European markets, Mitsubishi Motors’ clever A/B-Segment car has seen three interesting developments:
1) A wider availability in Europe (now 28 of MME34 markets – from 7,206 units to 10,924 units) 2) A multiplication of tailored limited editions such as the “Sélection” program in France 3) The further introduction of the Attrage 4-door sedan variant, first in Israel where the car has met with success (1,720 units since launch in January 2014).
Despite growing competition, Mitsubishi Motors’ C-Segment crossover continues to make new friends in Europe (+ 34%), supported by constant product refinement and active marketing.
L200 and Shogun:
Launched respectively in 2006 and 2007, MMC’s heavy-duties remain stable in the marketplace – a testimony to their abilities and of customers’ loyalty. In the case of Shogun, this constant success is also a function of its evergreen combination of a legendary heritage and of a unique positioning amongst full-size SUVs – one of last remaining authentic off-roaders.
In decreasing order for the Top Five models:
1. Outlander: 18,398 units (9,360 ICE / 9,038 PHEV) + 94% 2. ASX: 17,691 units + 34% 3. Mirage: 12,647 units (10,924 Space Star / 1,723 Attrage) + 75% 4. L200: 7,758 units - 1% 5. Shogun: 2,995 units + 13%  January – June / MME34 countries / excl. Russia and Ukraine / incl. L200 pickup  Shogun in the UK / Montero in Spain