Source: understand the car (id: idongche), understand the car and understand you better!
Author: Wen Zhe, please bring the above information to be regarded as automatic authorization.
In the past few days, Mitsubishi's news has been constant, but unfortunately it is not a good thing, on the one hand, it is a loss of 78 million US dollars, and on the other hand, it is the discontinuation of Outlander.
The discontinuation of Outlander, according to the official version, sales are less than expected, and the company's profitability is expected to decline. However, you know, this car is currently the only sales pillar of Mitsubishi in China.
According to sales data, in the first quarter of 2023, Mitsubishi's sales in the Chinese market were only 3,989 units, of which Outlander contributed more than 3,600 units, and the remaining Jinxuan, Yige and Artuco totaled less than 300 vehicles.
Discontinued Outlander, what does Mitsubishi sell next?
It is estimated that for a long time in the future, Mitsubishi will have no cars to sell.
For car companies, no car is sold and waiting for death is only a piece of paperwork!
Today's Mitsubishi pattern is very similar to the original GAC FCA, first there is no car to sell, then a loss, and finally a difference between two wide, completely bid farewell to the Chinese market, of course, in the future, Mitsubishi can still introduce models like Pajero through parallel imports, which may only be Pajero.
In the domestic market, Mitsubishi has always seemed "niche", and at its peak, it sold 121,000 vehicles a year, which is also brilliant, after all, in the minds of many Chinese people, the influence of the former Mitsubishi engine is still very far-reaching.
However, this impact has long been diluted with the rise of young consumers, and Mitsubishi does not seem to be determined to make changes, in the fuel vehicle market, there is only one new car in recent years, and it is also a model that has bottomed out quickly; In the field of new energy vehicles, the Outlander PHEV model has also been launched, but the dismal is still the same, some time ago launched Artuco this pure electric model, on an evaluation: the price has not lost, product power has not won.
It is not an exaggeration to say that Mitsubishi is rotten, and the loss may only be the size of the amount and the length of time.
If other joint venture brands sell cars by word of mouth, then Mitsubishi is selling cars by "feelings", and a "Bobcat" has been touted for many years, and even every facelift has a sense of déjà vu that lags behind the times. Shout out that phrase every time: Feelings are priceless! Let another kind of "old guns" pay!
When Mitsubishi decided to stop production Outlander, it meant that Mitsubishi was transferred from the ICU ward to the countdown to critical illness.
What is even more incomprehensible is that at this year's Shanghai Auto Show, Mitsubishi was absent. After the Shanghai Auto Show, China's new energy rhythm has been far ahead of other countries and markets, and the trend of global electrification is moving forward, if, in this period, it is impossible to come up with strong new energy vehicle products, the fate waiting for them will be obvious.
According to the previous plan, 16 new vehicles will be released in the next five years, of which 9 are new energy vehicles, including pure electric and hybrid models.
Seeing this rhythm, Brother Zhi just wants to say, as if there is everything, and as if there is nothing!
Some are new cars, not competitive.
With an average of 3 models per year, in today's environment where several new energy vehicles arrive almost every month, it can only be regarded as proof that they are still alive.
In this era of change, the degree of competition is much higher than the era of fuel vehicles, and the transformation of core competitiveness has made traditional car companies have to turn around in great strides to meet the new wave, and emerging car companies spare no effort in order to survive, and the ultimate fate of car companies that want to "lie down and transition" will also be abandoned by this era.
Traditional car companies that are unwilling to give up the interests of fuel vehicles are just holding the last dawn of the carnival, and there is not much time left for them!