Sales in China have declined for three consecutive years, and this tenth anniversary of GAC Mitsubishi does not look like a good scene. Even not long ago, there were media reports that the shareholding structure of GAC Mitsubishi had "undergone a major change", saying that the shareholding ratio of GAC Group had dropped from 50% to 6.3431%, the shareholding ratio of Mitsubishi Corporation had increased from 20% to 92.4705%, and the shareholding ratio of Mitsubishi Motor Industry Co., Ltd. had dropped from 30% to 1.1864%. Although the GAC Group clarified this news, the follow-up we inquired about the shareholding structure through some platforms and did not change, but this is not a pure catch,At present, through a platform, the status of Mitsubishi Corporation is deregistered.
The Mitsubishi brand actually has a deep relationship with The country, and even now there are some independent brand cars that use Mitsubishi engines. Mitsubishi was also one of the first car companies to set up a joint venture in China. As early as 1995, Mitsubishi cooperated with domestic Changfeng Automobile to produce Cheetah brand cars, and then established a joint venture with Fuqi Group and Taiwan Yulon to establish Southeast Automobile. However, these two cooperations do not seem to have met Mitsubishi's expectations. In 2012, Mitsubishi and GAC Group once again established a joint venture with GAC-Mitsubishi Joint Venture, with 50% of each side.
Although the cooperation has only been ten years, the fatigue of GAC Mitsubishi is difficult to cover. According to relevant data, the sales volume of the models sold by GAC Mitsubishi has declined across the board. In 2021, GAC Mitsubishi's annual sales volume was only 66,000 units, down 11.99% year-on-year. Among them, Outlander occupies the absolute main sales force, selling 56,000 vehicles in 2021, which is 84.8% of GAC Mitsubishi's total sales in 2021. As for the sales of Shin Jin Xuan, Yi Ge, the collector's version of Pajero, Pajero and PAJERO SPORT, they are almost negligible.
Obviously, the disadvantages of GAC Mitsubishi are very obvious, its product support is too single, and There is no successor to Outlander. Although Outlander achieved good sales after its listing in 2017, and even once let GAC Mitsubishi's sales exceed 100,000 vehicles, it is obviously unrealistic to rely on only one model to beat the world. In 2018, with the strong fist product Orlander, GAC Mitsubishi still achieved positive sales growth, but in 2019, as Outlander gradually entered the product cycle but in the late stage, the pressure on GAC Mitsubishi increased sharply, with annual sales of 133,000 vehicles that year, down 7.6% year-on-year. Affected by the epidemic in 2020, GAC Mitsubishi's annual sales plummeted by 44%, with annual sales of only 75,000 vehicles, withdrawing from the stage of annual sales of 100,000. In 2021, it is still trapped by the fact that the product support is too single, and sales have fallen again. After three consecutive years of decline, how much patience do shareholders have left?
In fact, for the current GAC Mitsubishi, if you want to continue to stay in the Chinese market and maintain your competitiveness, the most critical thing at the moment is to launch another fist product to achieve cornering overtaking. During last year's Guangzhou Auto Show, GAC Mitsubishi announced that it would launch a blockbuster model in 2022, but according to the current news, it seems to be a new redesign of Outlander. At the same time, a pure electric SUV, Atukao, was also released. However, the pre-price is as high as 210,000-240,000 yuan, which makes its sincerity seem to be discounted a lot. That is to say, GAC Mitsubishi is going to turn over, still pinned on the new generation of Outlander?
Obviously, in the face of the fierce competition in the Chinese market, GAC Mitsubishi is still too lazy, as Mitsubishi's only joint venture in China, it is too lazy to make progress in new car investment and product lineup construction, in fact, Mitsubishi still has many new models that can be introduced, such as Pajero Jinchang, which has been listed overseas for many years, which is a good choice. However, Mitsubishi has sold through the model of parallel imports, and there has been no domestic planned outflow so far. This time GAC Mitsubishi once again bet on the new Orlander, in the end whether it can be renewed and reborn, we still need to put a big question mark on it, after all, now the speed of survival of the fittest in automobile companies is already quite fast, if GAC Mitsubishi is still weak sales without follow-up power, it seems easier to get out. Eating the old book can't be eaten for long, and it is difficult for a woman to cook without rice! What do you think?