Mitsubishi: Growing demand for plug-in hybrids

Mitsubishi dealer day
“Success will return in 2024”

Mitsubishi fell far short of its targets in 2023. The gains should return in 2024. Since the environmental bonus ended in December, demand for plug-in hybrids has been increasing again, reported managing director of imports Jens Schulz at the brand’s dealer day in Wiesbaden.

About ten years ago, the Emil Frey Group took on the responsibility of bringing the Mitsubishi brand into Germany and putting the brand back on the road to success. By the time the coronavirus pandemic broke out, sales had risen to more than 50,000 units in 2019. The fact that importer boss Jens Schulz looked back at 2014 at the dealer day that took place on Saturday in Wiesbaden was not just because of the important anniversary. With only 19,020 units sold in 2023, Mitsubishi is back to its 2013 low in terms of volume – even lower.

In the years after the Swiss group joined, Mitsubishi achieved results that no one would have expected the brand to achieve, recalled Schulz. And just like in the past, the Frey Group now has to restore confidence in the retail sector. Because in 2023 Mitsubishi remained below expectations. The importer wanted to sell about 36,000 units. But things were different: 2023 was the most difficult year he could remember, said the manager.