While it’s not alone in posting falling sales in 2008, Mitsubishi i s in bigger trouble than other manufacturers, with only one car in demand, the fuel-efficient Lancer in short supply. While the automaker posted an 8.8 percent sales increase in 2007 — its first since 2002 — the 2008 year-do-date results are down 42.4 percent in June.
The automaker’s turnaround plan, headed by North America CEO Hiroshi Harunari, is being criticized by dealers as too stringent, according to Automotive News reports. They name high prices, a low ad budget and little choice in the showrooms as reasons for the slowing sales. The few products they have to sell are aging and based on old technology, they added. The dealers have others reasons to be worried despite the automaker’s commitment to the U.S. market, as the company closed two of its four field offices, eliminated 49 sales jobs and canceled dealer ad associations.
About the only good news retailers of the brand have is the expected return of Mitsubishi Credit, which would allow high-risk customers to finance their vehicles.
The only new vehicles coming to Mitsubishi this September is the 237 horsepower Lancer Ralliart, made to compete with Subaru ’s WRX, with the Lancer Sportback due to arrive in the Spring of 2009.
