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Thursday, March 03, 2011

Mitsubishi: Dead In The U.S.?

Mitsubishi, which is barely hanging on in the U.S. (When was the last time you saw a Galant?), is rumored to be killing off its Evo line, to focus its efforts on EVs and hybrids.

This is nothing less than market suicide, in the U.S. market, because U.S. consumers have note yet embraced electric motoring.  Anecdotally, the only Mitsubishi owners I knew personally were Evo drivers.  

Mitsubishi, already in big trouble, will probably become a niche player, sold as a boutique brand by multi-brand dealerships.  How can they maintain a dealer network on EVs and hybrids alone?

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