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Mitsubishi Dealers in the U.S. Are Struggling as Sales Drop and Models Get Older
Mitsubishi dealers across the United States are raising serious concerns about the brand's future. Many are reporting major losses due to weak sales, outdated vehicle models, and growing pressure from better-equipped competitors.
Dealers Say Mitsubishi Isn’t Doing Enough
Several Mitsubishi dealers have shared their frustrations in a letter to Mitsubishi Motors North America CEO, Mark Chaffin. The letter urges the company to act quickly to help its network of dealers. According to dealers, selling new Mitsubishi vehicles has become so difficult that many have shifted their focus to used cars to stay afloat.
In fact, some dealers say they’re no longer ordering new Mitsubishi models at all. One dealership in the Midwest reported that four of its 15 Mitsubishi locations have shut down in the last year alone.
Another dealer said they’re losing between $300 and $400 on every new car sold. One California dealership claimed it was losing about $80,000 a month just by continuing to operate under the Mitsubishi brand.
Outdated Vehicles Make It Hard to Compete
One of the biggest issues is Mitsubishi’s aging vehicle lineup. For example, the Outlander Sport hasn’t seen a major redesign since 2011. In today’s market, where car buyers expect the latest features and technology, that’s a problem.
Meanwhile, competitors like Honda, Toyota, Hyundai, and Kia are offering updated vehicles with more features and better fuel economy. This puts Mitsubishi dealers at a big disadvantage when trying to win over new customers.
Mitsubishi Tries to Help—but It Might Not Be Enough
In response to dealer complaints, Mitsubishi has rolled out several short-term incentives. These include offering trade-in assistance, lowering the number of cars dealers are expected to sell each month, and providing extra bonuses.
While these moves helped boost sales temporarily, many dealers say it’s not a long-term solution. They believe that unless Mitsubishi refreshes its lineup soon, the brand’s presence in the U.S. could shrink even more.
A New Electric Vehicle Is on the Way
Mitsubishi has promised to release a new electric vehicle in North America by 2026. This EV is expected to be a key part of the company’s strategy to modernize its lineup and stay competitive in the growing electric car market.
But with another year to wait, many dealers fear that customers will continue to look elsewhere unless Mitsubishi updates more of its existing models sooner.
