Mitsubishi Germany boss Schulz: Customers are back

Like many other manufacturers, Mitsubishi has had a difficult year. But the situation is changing again, as new registrations this year show.

2023 was a challenging year for the automotive industry. The chip crisis and the shortage of parts have caused a huge loss in sales figures. The Japanese car manufacturer Mitsubishi was also affected by this. The importer had to be content with a nearly 45 percent drop in new registrations last year. In total, only 19,020 customers chose the Mitsubishi model.

“We and all other manufacturers have had a difficult year, if you look at the overall market performance,” Mitsubishi Germany boss Jens Schulz said. Despite increased demand, the industry is still far from normal this year. The manager is more confident about business development this year. “The customers are back,” said Schulz at the presentation of the new compact SUV Mitsubishi ASX in Utrecht, the Netherlands. The ASX, which is in the B-SUV segment, is expected to further boost the importer’s sales figures.

A big increase in the first quarter

The first quarter was already a great success for Mitsubishi. With vehicles such as the Space Star, Colt, Eclipse Cross and ASX, Mitsubishi recorded an increase of more than 225 percent with 10,298 new registrations in the first three months of the year.

However, such high growth rates should not be estimated and used as an indicator for the whole year, says Schulz. He says that in the comparable period of the previous year, due to the lack of cars, “registration numbers were below average, and sometimes less than 1,000 units per month”: that is “not enough” for the organization. like Mitsubishi.

Looking ahead to the first quarter of 2024, he sees significant progress. “Sales numbers are increasing again. This year we have decided to fully reorganize.”

This is also important for Mitsubishi sales in Europe. Because Germany is the most important individual market and accounts for more than 50 percent of sales. After Mitsubishi managed to sell 56,000 units (+3.5 percent) across Europe last year, this year it should be 70,000 already, according to European boss Frank Krol.

Largely more than 30,000 cars as a target

And what are the sales targets for Germany? Schulz has set high goals for himself and his retail organization. “I would not be satisfied with 30 percent growth,” says the German boss. “In January we told our dealers that we wanted to get more than 30,000 units.” That depends on further market development. Schulz’s high growth targets should always be seen against the background of the previous year, when the brand performed below average.

Like Schulz, Krol also expects a lot from the new ASX. Hopes are perhaps unfounded: Compared to its predecessor, it now looks more different from the similar Captur from alliance partners Renault. The “Dynamic Shield” front design matches the face of the Mitsubishi brand more closely than ever before. In the stable ASX system, the Japanese rely on integrated Google services such as Google Maps or voice control (Hey Google) for the infotainment system.

Similarity to Captur does not matter to customers

The fact that the ASX is essentially the Renault Captur’s twin brother doesn’t matter to Mitsubishi customers. In some cases, customers don’t even know, says Schulz. “They come to a dealer they trust and see a great car that drives well. That’s important to them.” Mitsubishi also offers a five-year warranty, another selling point for the ASX. Customers can also optionally retain a three-year warranty from the dealer. “This creates more trust and creates security.” The cost of this can be controlled at 180 euros.

Unfortunately, for the new ASX, which will come to the market in mid-June, customers will have to do without the plug-in hybrid will be removed from the Mitsubishi range. “This technology is not suitable for us in the B-SUV segment, it is very expensive,” says Krol. “The cost-demand relationship is no longer the same,” adds Schulz. With the ASX, however, in addition to the 1.0 turbo gasoline engine (91 hp), the 1.3 turbo gasoline engine and the mild hybrid system (140 hp/158 hp), the full hybrid with a total output of 143 hp will also be available. offered: here, in addition to the 1.6 liter (94 hp) gasoline engine, two more electric motors are used.

Electric cars won’t come until 2025

In city traffic it can be driven electrically for up to 80 percent of the time. As a result, fuel savings of up to 40 percent should be possible. The consumption of 4.6 liters (WLTP) should enable a distance of up to 900 km. In Mitsubishi Germany, a full hybrid is expected to account for a share of 20 percent. The manufacturer has not yet said anything about the prices of the ASX, but they are likely to be on the same level as its predecessor: it started for 19,990 euros.

Schulz doesn’t see the fact that Mitsubishi doesn’t have an electric car right now (it won’t be available until 2025) as a loss for the brand’s regular customers, also because of the Space Star minivan. “There aren’t any competitors in this segment anymore, which helps us a lot with sales.” The Space Star also shows an increase in prices in this area. When it was launched eight or nine years ago, it was launched with an advertising price of 7,000 euros and now it costs 11,990 euros.

And then there’s the Outlander, the brand’s flagship. It will come to market this year – and will only be offered as a plug-in hybrid.