Mitsubishi is also reformulating its global business plan and will reduce its offering

The alliance between Nissan and Renault has gone through critical moments but, the third member of what is known as the Alliance, Mitsubishi, has also established a business reformulation plan that will affect every market where it has a presence.

This is what Takao Kato, head of Mitsubishi, has stated, announcing that the brand of the three diamonds’ strategy involves a commercial pullback worldwide.

So much so that, although it will not be as radical a restructuring as Nissan’s, Mitsubishi will focus on the markets where its sales volume is greatest and will reduce its presence in others, such as Spain, where its economic impact on the brand is minor.

This means that, although it has already been common practice at the brand’s dealerships in Spain, globally the products offered by Mitsubishi will be grouped into three main categories: SUVs, pickups and compact MPVs.

The three-diamond brand cuts its range to three

There is no doubt, if we look at, for example, the Mitsubishi catalogue at dealerships in Spain, that it is practically focused on the crossover range, where, between the entry-level Mitsubishi ASX and the top-of-the-range Mitsubishi Outlander, which electrification has helped establish as one of the most popular hybrid SUVs, the Mitsubishi Eclipse Cross has become the third of the three-diamond models most sought after by the brand’s customers.

Further down, in terms of sales, the Mitsubishi L200 pickup is relegated to an even more specific audience and, at a time when city cars are demanding and embracing electrification, the Mitsubishi Space Star is in something of a commercial dead end.

Whatever the case, Mitsubishi will divide its efforts between the pickups, SUVs, pickups and minivans or kei cars, for markets such as the domestic one, as they are known in Japan: small MPVs suited to Japanese sizing, where demand is high.

This means that Mitsubishi will formulate its commercial strategy for markets such as the domestic one, along with other Asian countries such as Thailand and Indonesia, reducing its presence in the rest.