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Mitsubishis Month Over Month Sales Up

Mitsubishi Forecasts a Two Percent Gain in U.S. Sales

If youve been seeing more Mitsubishis on the road lately, it hasnt been an illusion. Sales are up due to an aggressive marketing campaign that has included significant price reductions on core models. The result is April sales totaling 9,230 units, led by the compact Lancer at 2,412 units, and followed by the Galant at 2,347 units. Lancer sales saw a 12 percent increase over March, while Eclipse Spyder sales were up 13 percent compared to last month.

"While we await the much anticipated

If youve been seeing more Mitsubishis on the road lately, it hasnt been an illusion. (Photo: Trevor Hofmann, American Auto Press)

launch of the all-new 2006 Eclipse in early June, we are encouraged by the fact that we were able to achieve our retail sales pace that was equal to the average retail sales posted during the first three months of this year," commented Dave

Mitsubishi is facing an uphill struggle at an incredibly difficult time, when their challenges seemed, and still seem almost insurmountable. (Photo: Shawn Pisio, American Auto Press)

Schembri, executive vice president of sales and marketing at MMNA.

Whether or not profits are being made is not known, but at the very least Mitsubishi dealers are starting to turn over their stock and increase cash flow. Difficult is an understatement

Mitsubishi will introduce a redesigned Eclipse in early June. (Photo: Trevor Hofmann, American Auto Press)

for the Japanese brand, facing the most competitive era the automotive industry has ever experienced resulting in a significant drop in sales over the last year.

Mitsubishi looks to attract Honda, Mazda and Nissan buyers who traditionally go for sportier brands, with cars that often perform better and offer a unique design statement and value proposition.

But

An all-new Dodge Dakota-based Raider pickup truck is expected to arrive in October. (Photo: Trevor Hofmann, American Auto Press)

Honda has remained strong despite a lack of inspirational styling, Mazda and Nissan are on the rolls of their respective lives, both rising from near death experiences, and that in mind, Chrysler Group is overwhelming every critic that reported its demise two years ago, with stellar sales. Add to that the high respect North American buyers are starting to deservingly give the Hyundai brand, and are starting to attribute to Kia, now owned by its South Korean

The popular Lancer compact sedan is seeing April sales that are up 12 percent over March 2005. (Photo: Alexandra Straub, American Auto Press)

rival, plus the improvements made by Ford and General Motors combined with the most aggressive incentive programs in history, and Mitsubishis challenges seem almost insurmountable.

Oh, and while Mitsubishi doesnt target Toyota necessarily, the worlds most profitable mass market automaker gobbles up more sales than any Japanese rival, not to mention that for every customer it loses it gains six. With this kind of competition, Mitsubishi should be glad it doesnt target Toyota directly.

All

Next to the 150.6 percent gains made by the Eclipse Spyder, the biggest improvement comes from the midsize Endeavor crossover, up 37 percent from February to March. (Photo: Shawn Pisio, American Auto Press)

of this, of course, makes the North American divisions gains all the more impressive. U.S. sales are expected to rise by 2 percent this year, after a record 37 percent dive last year.

"The lift in sales will come from Eclipse (car) and from the Raider pickup truck," said Rich Gilligan, Mitsubishi Motors North Americas new chief executive. U.S. sales will be "up about 2 percent from 04," Gilligan added.

"Its a very exciting product for us right now," added a Mitsubishi sales executive. "The Eclipse name is well

"We believe in keeping those names that have some staying power," Laframbroise said of the Raiders designation. (Photo: Trevor Hofmann, American Auto Press)

known, and has a very strong, loyal following."

Mitsubishi will introduce its redesigned Eclipse in early June, while an all-new Dodge Dakota-based Raider pickup truck is expected in October.

While losing as much ground as Mitsubishi has is never a good thing, the positive spin is that its making gains without zero profit fleet sales, without hair-brained incentive schemes and without giving away financing to anyone who can breathe; risks taken by former CEO Pierre Gagnon who is now heading up Malcolm Bricklins Chinese concern, Chery in North America.

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