Mitsubishi also reformulates its global commercial plan and will reduce its offering

The alliance between Nissan and Renault has gone through critical moments, but the third member of what has been dubbed the Alliance, Mitsubishi, has also established a commercial reformulation plan that will affect the entire market where it is present.

This is what Takao Kato, head of Mitsubishi, has indicated, stating that the strategy of the brand of the three diamonds involves a commercial withdrawal on a global level.

So much so that, although it will not be as radical a restructuring as that of Nissan, 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 will mean that, although as has already been customary at the brand’s dealerships in Spain, at a global level, the products offered by Mitsubishi will be grouped into 3 large categories: SUVs, pickup trucks and mini vans.

The brand of the three diamonds reduces its offering to 3

There is no doubt, if we look at, for example, the Mitsubishi catalogue at dealerships like those in Spain, that it is practically centred on the crossover range, and that among the entry-level model, the Mitsubishi ASX, and the top-of-the-range model, the Mitsubishi Outlander, which electrification has helped establish as one of the most popular hybrid SUVs, the Mitsubishi Eclipse Cross has been left as the third of the diamonds most sought after by customers of the brand.

Below that, in terms of sales, the pickup truck Mitsubishi L200 is relegated to an even more specific audience and, at a time when city cars demand and gravitate towards electrification, the Mitsubishi Space Star is in a kind of commercial dead end.

Be that as it may, Mitsubishi will distribute its efforts among pickup trucks, SUVs, pickups and ‘minivans’ or kei cars, for markets such as the local ones, as they are known in Japan: small monovolumes, suited to Japanese dimensions, where they have great demand.

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