Mitsubishi Motors sales reached 225,826 units in Europe last year, an increase of 8.6% over 2003 (207,939 units) and the second successive year of growth. 2003 sales were up 2.4% on 2002’s 203,028.
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Mitsubishi Motors UK posted a new vehicle sales record of 35,610 for 2004, up 13.1% on the previous year, and its fourth consecutive year of growth.
The UK became the brand’s top market, just displacing Germany, while Russia (30,037) took over from Spain as third-largest market.
The redesigned Lancer sedan (launched at the Moscow motor show in August 2003) is now the best-selling Mitsubishi model in Europe (37,333 units in 2004), thanks to success in Russia market where its three-box, C-segment, petrol-engine sedan configuration proved a hit with customers. It’s now the top-selling imported car there.
The Thai-built L200 pickup truck line was again Mitsubishi Motors Europe’s second best seller (36,971 units) in 2004. The United Kingdom remained top market for the model line and it was also the top-selling Mitsubishi model and top pickup overall there with 12,179 sales – for a 36% market share.
In DaimlerChrysler´s home market, Mitsubishi Motors was affected by DC´s April 23 announcement that it would not consider further financial support to Mitsubishi Motors Corporation, causing a sudden drop of confidence in the brand from both customers and dealers.
Following a national dealer convention on September 20th, an extensive sales & marketing campaign was launched throughout the country (“3+2” extended warranty, financing deals, used car trade-in incentive) which led to a boost in sales.
November volume was up 43.2% month on month and December saw a further increase of 8.8% over the previous month.
Sales of the new Colt increased to q,000 units a month, up from 500 previously.
As a result, the year-end total of 35,597 units was 8.5% down on 2003, much less than seen earlier during the year (sales were down 16.1% year on year in October).
