Mitsubishi is eyeing a comeback in the UK market, and it’s not just a casual thought. The Japanese automaker’s European chief, Frank Krol, has made it clear that returning to the UK is part of a broader strategy to revitalize the brand in Europe. But there’s a catch: Mitsubishi wants to ensure it has the right products to make a splash when it returns.
Why Did Mitsubishi Leave the UK?
Mitsubishi’s exit from the UK in 2020 wasn’t a decision made lightly. The pandemic hit the automotive industry hard, leading to a significant drop in sales and prompting a reevaluation of its global strategy. The brand had to rethink its approach, especially in Europe, where competition is fierce and consumer preferences are rapidly evolving.
Since then, Mitsubishi has made strides in other European markets, reintroducing itself with new models sourced from its partnership with Renault. This collaboration has allowed Mitsubishi to tap into Renault’s lineup, offering rebadged versions of popular models like the Renault Clio and Captur, now known as the Colt and ASX, respectively.
What’s Next for Mitsubishi in the UK?
Krol’s enthusiasm for re-entering the UK market stems from its potential. He stated, “If you look at the potential and size of the market, it’s our preferred route to go back.” However, he emphasized the necessity of having a robust product lineup to support this move.
Mitsubishi has already launched the Colt and ASX, but these models are closely tied to their Renault counterparts. The brand is looking to expand its offerings with more distinctive vehicles that better represent Mitsubishi’s identity. Upcoming models like the Grandis compact SUV and a new electric SUV, likely named Eclipse Cross, are on the horizon. Both vehicles are expected to showcase the brand’s values more effectively than the current offerings.
The Importance of Compliance and Innovation
One of the challenges Mitsubishi faces is compliance with new EU regulations. The brand is winding down sales of the Eclipse Cross and the budget Space Star due to non-compliance with the EU’s General Safety Regulations 2. This highlights the need for Mitsubishi to not only innovate but also ensure that its vehicles meet stringent safety standards.
Krol hinted at the possibility of a new Outlander PHEV, which could further bolster Mitsubishi’s presence in the UK. While he didn’t provide a specific timeline for its launch, the current Outlander was introduced globally in 2021, suggesting that a refresh could be anticipated around 2027.
Is There Still a Place for Mitsubishi in the UK?
Despite its absence, Mitsubishi remains a recognized brand in the UK. However, Krol acknowledges that time is of the essence. “It is not preferred to have an extremely long period without any sales presence,” he noted. This urgency underscores the importance of a strategic and timely re-entry into the market.
The big takeaway? Mitsubishi’s return to the UK isn’t just about selling cars; it’s about making smarter adjustments to align with market demands and regulatory standards. If they can successfully launch models that resonate with UK consumers, we might just see Mitsubishi reclaim its spot on the roads. So, keep an eye out—this could be the start of an exciting new chapter for the brand in the UK.