It took us two minutes to lift our jaws back

We are dead serious right now. Mitsubishi actually managed to outsell the three brands mentioned in the U.S. Maybe it is some kind of sorcery or Mitsubishi has sprayed some sort of invisible ink, we don’t know, but the Japanese giant has managed to move 118,074 cars in 2018 - all of it without socializing at auto-show gatherings or sponsoring many events.

Quite an Astonishing Feat

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First things first, Mitsubishi recorded a growth of 13.9-percent in 2018 when compared to the year preceding that. This six-figure sales number happens to be the company’s best since recession in 2008. If you remember, Mitsubishi used to actually advertise its cars back then, but lately, we barely get to see or hear about it. To give credit where it’s due, Mitsubishi has pinned some drool-worthy brands clean.

In the same time-frame, Land Rover sold 92,143 vehicles, Volvo moved 98,263 cars, and Lincoln managed to sell 103,587 cars and SUVs.

This is quite surprising given that the Japanese does not have a diverse lineup as it did a decade back, and neither is it aggressively venturing into EVs and autonomous cars.

Smart Strategies at the Right Time Saved The Company

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Even though we have seen and heard all the above mentioned brands marketing their cars and SUVs through as many as advertising mediums as possible, Mitsubishi quietly sat in the back and produced budget cars that did not need high-level marketing or advertising. In fact, Google, ‘does Mitsubishi’, and you will be surprised to see the suggestions.

Some people think Mitsubishi capsized after the recession last decade and thinks the company stopped manufacturing cars.

So, how did such a company manage to achieve the unthinkable? While some may call it luck, it is because Mitsubishi anticipated the crossover demand before other brands could. Currently, Mitsubishi sells a trio of crossovers - the Outlander, Outlander Sport, and Eclipse Cross, which are doing fairly well in the market, apart from a few other cars which complete its portfolio.

What They Had To Say

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Speaking to The Drive in regards to the company’s fast-rising sales, Mitsubishi’s President and CEO, Fred Diaz, said, "This isn’t something we take lightly. We attribute it to having the right products at the right time. Our product planning team saw the CUV trend coming and committed the brand to having a competitive lineup of vehicles positioned for growing demand in the crossover utility vehicle segment."

Quality Products with a Reasonable Price Tag

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What also played a big part in the company’s success is the affordability factor.

The average price of a car sold in the U.S. is $37,577; and the starting price of every single Mitsubishi sold is less than that, except the Outlander PHEV.

Mitsubishi offers all the basic creature comforts and some additional features like the touchscreen infotainment system, 10-year warranty on powertrain, and easy-pay options spread across four years at 0-percent APR. Who wouldn’t get lured by such schemes that make any Mitsubishi product a value-for-money proposition?

Our Take

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The current crop of Mitsubishi cars are not made for enthusiasts. Period. But the automaker has managed to hit the sweet spot in terms of the pricing and the products itself. The company’s plug-in hybrid, the Outlander PHEV, also feels like a decent package for 36,000 bucks. We don’t know what Mitsubishi has planned for the EV future, but expect the company to grow all the more in the coming years. What are your thoughts on the Mitsubishi cars? Share them with us in the comments section below.

Further reading

2019 Mitsubishi Outlander PHEV
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Read our full review on the 2019 Mitsubishi Outlander PHEV.

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Read our full review on the 2018 Mitsubishi Eclipse Cross.

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Read our full review on the 2016 Mitsubishi Outlander Sport.

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