Wednesday, August 4, 2021
News New Mitsubishi Outlander is on Fire, but Dealers Worry it’s not Enough

New Mitsubishi Outlander is on Fire, but Dealers Worry it’s not Enough

The current new-car climate is driving traffic in Mitsubishi showrooms but dealers fear this is temporary

  • The all-new 2022 Mitsubishi Outlander is very well received by the new-car-hungry buying public.

  • The Eclipse Cross was recently updated and is doing well too.

  • The other two vehicles in the portfolio are not doing as well.

Mitsubishi dealerships are quite happy at the moment. In fact, many are reporting higher profits so far in 2021 than at any point in the recent past. This is due in large part to the timely arrival of the appreciated all-new 2022 Outlander and the recently refreshed Eclipse Cross. The current new car buying climate is enabling dealers to sell at full- or near sticker price and they’re quite happy.

“The new Outlander is the nicest Mitsubishi we’ve seen in years,” said Ryan Gremore, president of O’Brien Auto Team in Bloomington, Ill. “That has nicely parlayed itself with market conditions and it’s selling very well.”

But dealers are also worried that the good times won’t last. The concerns revolve around the other two, of four, vehicles that Mitsubishi currently offers on the North American market. The Outlander Sport, or RVR in Canada, although it’s received some updates over the years, dates back to 2011. In the other corner in the Mirage which last went under the knife in 2014. What’s more, the existing Outlander PHEV is based on the previous SUV from 2014.

2022 Mitsubishi Outlander First Drive Review: New Dawn

“The Outlander has come out of the gate on fire,” said Mark Chaffin, COO at Mitsubishi Motors North America as reported by Automotive News. “It’s been a long time since Mitsubishi had that level of energy, excitement for a new product.” However, this won’t be enough: “Half the battle is the product. The new Outlander proves that,” said Ayman Moussa, CEO of Carnamic auto group in the San Francisco Bay Area. “Consumers have a low loyalty rate, so if the product is available and they like it, that is step No. 1.”

Going forward, in Europe at least, Mitsubishi will rely heavily on Renault platforms for its next generation of vehicles. As these are unlikely to come to North America, Mitsubishi’s product road map here is unclear. A new PHEV version of the all-new Outlander is on the way but that’s it for now.

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Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai


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