The Auto Writer

Some people are under the impression that Japanese manufacturers are a shoo-in when it comes to succeeding in the US market. While that belief may hold true for Toyota, Honda, Nissan and Subaru, perhaps even Mazda, the track record is far different from that.

Daihatsu, now part of the Toyota Motor Corporation, sold their vehicles in the US briefly from the late 1980s to the 1990s while Isuzu officially abandoned the market this past January. Sales of Suzuki and Mitsubishi vehicles have cratered of late, falling to levels that have made Chrysler’s losses seem tolerable.

Suzuki Kizashi

Suzuki is doing something about its rotten sales by introducing a competent midsize sedan, the Kizashi, this fall. Other than using an unfortunately forgettable Japanese name, the buzz about this sedan has been favorable.

Mitsubishi, who traces their history in the US all the way back to the days when they were a supplier for Chrysler Corporation in the early 1970s, is also planning to do something about its sales slide.  According to Auto Week, the automaker will be closing down a number of its weakest US dealers in a bid to revive US sales.

Electric Mitsubishi

Mitsubishi is already planning to sell its MiEV electric car in the US in the near future and will bring the Outlander Sport, a compact SUV to the states next fall. That model will be powered by a 2.0L I4 engine and be available in front and all wheel drive, riding on the same platform underpinning the Lancer sedan.

By 2012, an all new small car will be added to the line up, this car powered by either a 1.0L or 1.3L engine, coming in smaller than its current Colt model which is no longer sold in the US. With these changes, Mitsubishi is shifting into becoming a maker of small, highly efficient gas, electric and hybrid models. What that will mean for some of its larger models, including its Endeavor SUV, remains to be seen.

New Dealers

Mitsubishi has a dealer network in the US of some 400 retail shops and says that in addition to reviewing current retailers, the company will look at welcoming some GM and Chrysler dealers who were cut off recently. In fact, one former Saturn dealership in Louisiana has already signed on to sell Mitsubishi products.