Mitsubishi Remains Fastest-Growing Asian Brand in U.S.

Mitsubishi Motors North America, Inc. (MMNA) is entering 2019 with strong momentum,  announcing it was the fastest-growing Asian automotive brand in the United States for the second year in a row.

MMNA reported overall sales volume of 118,074 vehicles in 2018, up 13.9 percent over 2017, and the best annual sales for the brand since 2007.

Two successful crossover utility vehicle launches in 2018 helped propel MMNA to its second consecutive year of sales success. After much anticipation, the all-new Outlander Plug-In Hybrid Electric Vehicle (PHEV) went on sale in the U.S. in late 2017. Combining the benefits of SUV capabilities, EV efficiencies and Mitsubishi’s superior Super All-Wheel Control (S-AWC) system, the Outlander PHEV is the world’s best-selling plug-in hybrid SUV**. In its first year, the Outlander PHEV received top honors and was named Green Car Journal’s 2019 Green SUV of the Year™.

In early 2018 the all-new Mitsubishi Eclipse Cross, a sporty compact CUV that fuses legendary Mitsubishi coupe styling with practical SUV capabilities, hit dealerships. The latest CUV to join the lineup brings a dynamic new design direction to the brand, with a higher level of quality and refinement. Both vehicles bring new customers into showrooms across the country and provide a glimpse into Mitsubishi’s future. Electrification and dynamic design are at the core of the brand’s future product cadence, and will continue to be instrumental in shaping the direction of MMNA.

“2018 was a transformative year for Mitsubishi Motors in the U.S. We introduced two all-new vehicles, and consumers began to take notice of our quality lineup and value proposition again,” said Fred Diaz, president and CEO, MMNA. “We are riding this wave of success with a game plan in place to ensure continued growth in 2019. Much of our success is attributed to having the right product at the right time; we saw the CUV trend coming and ensured we had product in place to meet consumers’ needs and wants.”

The remainder of the lineup also played an important role in establishing the brand as the fastest-growing Asian automotive brand for the second year in a row in 2018. The three-row Outlander posted its best sales year ever, up 6.6 percent over 2017. The Outlander Sport also finished with its best sales year ever, selling 39,153 units, up 18.1 percent year over year. Combined, MMNA’s CUVs posted total calendar year sales of 90,456, up 31.9 percent over 2017.

The Mitsubishi Mirage hatchback and Mirage G4 rounded out the 2018 model year lineup, with sales up 8.6 percent over 2017. In a market where the CUV has become king, the growth in Mirage sales reflects that there is a group of consumers who still want small and affordable cars that deliver excellent fuel economy. The Mirage is the most fuel efficient, gas-powered, non-hybrid vehicle in America, offering an outstanding 36/43 mpg city/highway rating.

Category: General Update, News