Mitsubishi strategy change in Europe
- Mitsubishi made the decision a few months ago to leave the European market in which it has never really succeeded. The strategy was to position the brands of the Renault-Nissan-Mitsubishi group according to their best position on each of the major world markets: Renault in Europe, Russia and South America; Nissan in China and North America; Mitsubishi in South East Asia and Oceania.
- This strategy is already being questioned today. Following negotiations between the three entities of the Renault-Nissan-Mitsubishi group, Mitsubishi will therefore remain present on the European market.
- So what is the group’s strategy for growing the Mitsubishi brand in Europe by 2023? The Franco-Japanese group will create new Mitsubishi models based on Renault-Nissan platforms and produce them in Renault plants, in order to increase the utilization rate of its plants.
- However Mitsubishi's market share in Europe remains very low, around 0.9% in 2018, 2019 and 2020. It will be very difficult to expand the customer base of this brand, which is starting from very low without cannibalizing sales of Renault and Nissan. And we can add, as a recent example, that the Nissan Micra produced at the Renault plant in Flins did not meet the carmaker's objectives at all.
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