Mitsubishi Sales Data, Trends & Analysis for the European Automotive Market
Mitsubishi sales and market share in Europe peaked in 1999 at over 200,000 sales, and have gradually declined to 82.000 in 2013 before recovering to 133,000 in 2015. The following years, sales stabilized around 110,000 annual units as the brand has reduced its model line-up to just crossovers and SUVs and a minicar.
The brand introduced the midsized crossover ASX in 2010, which has proven to be a very stable seller in the second half of its life cycle. After sales plummeted in 2012 and 2013, they rebounded and stabilized the following years. The launch of the new generation Outlander, including the PHEV Plug-in Hybrid version, has drawn new customers into Mitsubishi showrooms. The Outlander became the brand’s best selling model in 2015 but had to relegate that title to the ASX in 2017.
The Space Star minicar also took its time to catch on in Europe, with sales increasing every year since its introduction in 2013 except for 2016, peaking at just over 30,000 sales in 2017, but the minicar couldn’t make up for sales lost by the discontinuation of the Colt subcompact hatchback, the brand’s best seller from 2005 until 2010 which was pulled from the market in 2013. Not replacing the Colt, the brand’s best selling car for years, which topped out at 70,000 sales in 2006 and sold almost 50,000 units in Europe’s most popular segment as recently as 2009, underscores the brand’s drifting model policy, but also the low importance of this continent on Mitsubishi’s agenda. The brand is more focused on high growth markets in South-East Asia than in mature markets like Europe or North America.
The i-MiEV electric subcompact has never been a big seller, topping out at 2.612 units in 2011 and quickly fading after that. The model was even outsold by both its rebadged siblings Citroën C-Zero and Peugeot iOn in 2012, and from 2015 onwards.
It looks like the Japanese brand wants to focus on crossovers and SUV’s as share of this kind of vehicles, which made up just 25% of the brand’s Europe sales in 2009, has grown to over 60% since 2011. Considering there are no plans for a replacement of the aging Lancer sedan, which is getting too old to be competitive any longer, and the new Eclipse Cross crossover to fit between the two existing SUVs, this trend may continue for years to come.
Mitsubishi Europe Sales Figures & Recent Highlights
Mitsubishi has been struggling for a few years in Europe. Sales peaked at 171k units in 2019 and has since since some serious slowdown. 2020 saw 115k sales which was down 33% and 2021 dropped another 30% to 80k units followed by yet another 30% drop in 2022 means that the brand now only sells around 55k cars a year in the region.
Mitsubishi launched the all-new Outlander PHEV in Europe in 2022. The Outlander PHEV is the company’s best-selling model in Europe. Mitsubishi also launched the all-new Eclipse Cross PHEV in Europe in 2021. The Eclipse Cross PHEV is a compact SUV that is available with a plug-in hybrid powertrain. Mitsubishi plans to launch a new electric vehicle in Europe in 2023. Mitsubishi plans to electrify its entire lineup by 2025. The company also plans to introduce a new range of mild-hybrid and plug-in hybrid vehicles in Europe in the coming years.
Mitsubishi Annual Sales, Growth and Market Share in Europe
Below we have a table that shows total Mitsubishi sales volumes for the European automotive market, broken out by year. This data captures all Mitsubishi vehicle sales for the entire European automotive market.
| Year | Sales | YOY Change | Marketshare | Marketshare Change |
|---|---|---|---|---|
| 1997 | 28,052 | 0.00 | 0.34 | 0.00 |
| 1998 | 28,812 | 2.71 | 0.30 | -11.58 |
| 1999 | 79,279 | 175.16 | 0.70 | 56.51 |
| 2000 | 100,241 | 26.44 | 0.86 | 18.29 |
| 2001 | 83,839 | -16.36 | 0.67 | -26.87 |
| 2002 | 93,299 | 11.28 | 0.75 | 9.50 |
| 2003 | 98,608 | 5.69 | 0.78 | 4.97 |
| 2004 | 119,157 | 20.84 | 0.85 | 8.14 |
| 2005 | 142,825 | 19.86 | 1.02 | 16.61 |
| 2006 | 127,201 | -10.94 | 0.92 | -11.05 |
| 2007 | 140,538 | 10.48 | 1.02 | 9.28 |
| 2008 | 121,559 | -13.50 | 0.94 | -7.79 |
| 2009 | 107,430 | -11.62 | 0.82 | -15.61 |
| 2010 | 113,704 | 5.84 | 0.90 | 9.22 |
| 2011 | 125,911 | 10.74 | 1.00 | 10.16 |
| 2012 | 80,586 | -36.00 | 0.71 | -40.78 |
| 2013 | 85,170 | 5.69 | 0.75 | 5.42 |
| 2014 | 102,997 | 20.93 | 0.85 | 12.08 |
| 2015 | 132,158 | 28.31 | 1.02 | 16.61 |
| 2016 | 116,113 | -12.14 | 0.84 | -22.24 |
| 2017 | 113,590 | -2.17 | 0.78 | -7.11 |
| 2018 | 165,296 | 45.52 | 1.15 | 32.16 |
| 2019 | 171,114 | 3.52 | 1.16 | 0.55 |
| 2020 | 115,092 | -32.74 | 1.03 | -13.06 |
| 2021 | 80,262 | -30.26 | 0.72 | -41.60 |
| 2022 | 56,297 | -29.86 | 0.55 | -32.30 |
Mitsubishi Europe Annual Sales Units & Growth Chart
Below is a visual representation of Mitsubishi European sales units over time. We have both the Mitsubishi sales units and the market share in the European market. Click on the items in the legend to see each series by itself.
Mitsubishi Europe Growth Rate & Market Share Chart
Below is the annual growth rate for the Mitsubishi brand in Europe, shown against the Mitsubishi’s marketshare changes in Europe. This gives you a good look into how Mitsubishi has faired against the other brands in terms of absolute sales and effect on marketshare. Click on the items in the legend to see each series by itself.
Sources: Manufacturers, ANDC, JATO Dynamics.
