Mitsubishi will stay in Europe


While the Japanese top management reflected on the relevance of maintaining the brand on the European market, the Alliance’s announcement that Renault models would complete Mitsubishi’s range in Europe probably resolves the issue.

The Mitsubishi Outlander plug-in hybrid was PHEV’s second best-selling product in Europe in 2020, with 26,673 units, behind the Mercedes-Benz A-Class and ahead of the Volvo XC40. © Mitsubishi

Mitsubishi Motors will therefore finally stay in Europe! A happy outcome, especially for the networks and Emil Frey, while under the effect of the crisis and the financial difficulties of the brand, a withdrawal from the market was under consideration. This maintenance in Europe had escaped in the columns of the Financial Times, but no official confirmation had been given, as recalled Patrick Gourvennec, the boss of the brand in France.

To those who forgot, the benefits of the Alliance do exist

As announced by the Renault-Nissan-Mitsubishi Alliance today, Wednesday March 10, Mitsubishi has therefore decided to “Complete its range with Renault brand vehicles, European bestsellers which already meet regulatory requirements, in certain important markets in Europe”.
From 2023, Mitsubishi will market two “sister vehicles” produced in the factories of the Renault group.. While the Alliance is economically weakened, the three groups making it up being in the red, we can see triple good news: the Alliance’s recovery plan (sister vehicles, accentuated synergies, etc.) is rapidly being implemented. square ; these decisions are favorable to Renault’s industrial facilities; the Mitsubishi brand, in particular via its know-how on the plug-in hybrid, the Outlander PHEV being the best commercial illustration, still had a card to play in Europe.

Pragmatic ambition

“I am very happy to see Mitsubishi Motors developing a new range in Europe. The Alliance aims to strengthen competitiveness and enable a more efficient sharing of resources for the benefit of the three companies. Our approach is collaborative, based on mutual respect, with the clear intention to boost the performance of each company, enable them to capitalize on their own strengths, avoid duplication of resources and improve efficiency ”, comment Jean-Dominique Senard, Chairman of the operational board of the Alliance and Renault and great architect of reconciliation after the violent shock wave of the affair Carlos Ghosn.

“Mitsubishi Motors is pleased to welcome models from the Renault brand to expand the Mitsubishi lineup for the European market and ultimately new customers. Mitsubishi Motors has implemented structural reforms in Europe and the decision to freeze the development of new models for the European market, announced in July 2020 in our medium-term plan, remains valid. Thanks to this agreement we will be able to offer new products developed and manufactured in Europe – alongside the after-sales activity of Mitsubishi Motors ”, explains for his part Takao Kato, Managing Director of Mitsubishi Motors. Clearly, investments are constrained in view of the group’s deteriorated economic situation, but the strategy dictates that it be maintained in Europe.

“Our new approach within the Alliance on projects with impact and meaning is becoming reality. This pragmatic initiative driven by value creation will benefit the activity of our factories, the geographic footprint of our partner – and it will be seen in the streets of Europe. This beautiful project meets the expectations of all partners in terms of design, regulations and business. This is what the Alliance is for and we are very happy, within Groupe Renault, to contribute to this new stage in its history of cooperation ”, synthesizes with enthusiasm Luca de Meo, CEO of the Renault group.

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The Renault-Nissan-Mitsubishi Alliance makes it possible to maintain Mitsubishi in Europe, a strong symbol of the efforts made by Jean-Dominique Senard in recent months. © Renault

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