Happy Holidays and end of the Mitsubishi world?

 

We seemed to get thru the real Mayan end of the world just fine.  But again many out there tend to think that Mitsubishi may fall on it’s sword in the new year.  Many posted this video link on the internet which caused a bit of stir lately.  http://finance.yahoo.com/topics/financially-fit/finfit-6-brands-likely-disappear-150000624.html Is this true?  The short answer is…. No.  While yes Mitsubishi is suffering a huge cash crunch as they restart the franchise, and yes their marketing for the past 4 years has been less than stellar.   Mostly because of 3 big factors,  just bad timing, bad luck, and strategic partners that just wasn’t in it to win it.

 

The marketing and selection of cars in 2007 required a bit more of a broader line up.  The Mitsubishi Lancer was launched successful but because Mitsubishi cut of the cars that made its self great without offering greener options.  This hurt Mitsubishi big time.  The EVO, Lancer, and Outlander became its only winners.  Most of Mitsubishi sales have been because of these 3 variants.  Eclipse didn’t really go anyway.  The number one thing that Mitsubishi missed out on was the Mitsubishi Colt which met all of the objectives for what Mitsubishi wanted.  I have been told that at the time Mitsubishi felt the success of the colt would be marginal.  To be honest, if it was me, I think it would have been the gamble that could have changed the tide of the war.  The green push in my opinion is a good thing, but it was too radical and too quick of a timetable.   Mitsubishi released some ads that completely offended their customer base vs. converted their customer base to greener pastures.

Bad luck?  Yes the Earthquake really hit Mitsubishi and it’s semi sister company Nissan very hard.  A lot of production was tide together in Japan, and the earthquake caused massive delays.

 

One of things that really huge Mitsubishi was the world engine alliance.  The birth of the 4B11 engine was both a great thing for the world but a bad bet/ investment for Mitsubishi.  Sharing technology with Hyundai and Dodge was something that definitely benefited the two others.  Hyundai used the technology in their Hyundai Genesis and made a better product as a result.  Albeit an engine with cast internals, they still understood well enough.  Dodge on the other hand. Took the technology and ran.  Buying out Mitsubishi and Hyundai’s share and making a new partnership with Fiat.  In other words, those wonderful people at Dodge ended their alliance with Mitsubishi again…. and bolted.  They executed the plan of smaller cars by themselves leaving Mitsubishi high and dry.

After all these kicks to the nuts.  Mitsubishi keeps on moving.  If Mitsubishi was not balls in to win this, they would not be signing production agreements for North America.  Mitsubishi Japan has an extensive financial arm that keeps pumping money into this fight.  But to be completely open here. Unless Mitsubishi A) brings in sport options to all of its cars.  (cough cough Mitsubishi Colt Ralliart)  B) Reactivates the Ralliart Japan program… I feel Mitsubishi’s days are numbered.

I am still hopeful that new management will see the light and make the franchise successful in 2013/2014 which they release new cars.

 

 

 

 

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