Mitsubishi will halt Mirage sales in the U.S., shifting towards crossovers amid changing automotive trends.
Mitsubishi announces the discontinuation of the Mirage model in the U.S., redirecting focus towards producing crossovers.
The Mirage’s affordability, starting at $17,340, made it the sole vehicle under $20,000 in July.
Mitsubishi’s strategic shift reflects changing consumer preferences and the automotive industry’s transition.
Mitsubishi Motors is set to discontinue the Mirage model, one of the most affordable vehicles in North America, as part of its strategic focus on producing crossovers in response to evolving market dynamics. This decision highlights Mitsubishi’s commitment to adapting to the changing preferences of consumers and aligning its offerings with current automotive trends. Industry sources indicate that Mitsubishi intends to exit the sedan market in the U.S. by the middle of the decade.
The Mirage, known for its affordability, starts at a base price of $17,340. It stands out for providing cost-effective and efficient transportation, particularly catering to budget-conscious consumers. Cox Automotive data reveals that the Mirage is the sole vehicle in the U.S. market with transactions below $20,000 in recent months.
Mitsubishi’s decision to discontinue the Mirage is part of its broader strategy to revamp and electrify its vehicle lineup. The automaker is prioritizing the introduction of new and redesigned crossover models, including a subcompact crossover tailored to the Asian market. This realignment underscores Mitsubishi’s goal of addressing consumer demand for versatile and practical crossover vehicles while also embracing the shift towards electrification.
As part of its strategic shift, Mitsubishi plans to unveil nine new electrified models globally over the next five years. The company is committing $10 billion to the development of electrified vehicle technologies and battery production by 2030, demonstrating its commitment to sustainable mobility solutions.
2021 Mitsubishi Mirage | Photo: Olivier Delorme
Mitsubishi’s decision to phase out the Mirage model is aligned with similar moves in the industry. The automaker is responding to the preferences of modern consumers, who are increasingly favoring crossovers for their practicality and versatility.
2021 Mitsubishi Mirage – Olivier Delorme
The Mirage’s discontinuation follows a similar decision in Mitsubishi’s home market of Japan. In the U.S., Mirage sales have declined by 44% in the first half of the year, positioning it at the lower end of sales among actively marketed subcompact sedans.
Analysts highlight the Mirage’s discontinuation as a reflection of broader industry trends. Consumer preferences are shifting towards models with enhanced features and driving experiences, even within the affordable new-car market.
2019 Mitsubishi Mirage
Moving forward, Mitsubishi’s strategic shift away from the Mirage model will be balanced by an intensified focus on crossovers. The automaker plans to introduce two new models to the U.S. market, each embodying appealing design and innovative features that cater to evolving consumer preferences. Mitsubishi’s adaptation to changing automotive trends positions it well to meet the diverse needs of consumers in an evolving market.
