Mitsubishi dealers prepare for better supply, new trims

Mitsubishi dealers are expecting better vehicle supply this year from the automaker amid strong demand. They're also getting new vehicle trims for 2023, but no new models.

Mitsubishi Motors North America had its make meeting Sunday at the NADA Show in Dallas.

"What we heard today was a very positive plan for us to keep market share and grow market share," said Richard Herod III, chairman of the Mitsubishi National Advisory Board.

"What I see is distribution of those vehicles to be greater this year than last year and a stabilization of our inventory," said Herod, managing partner at White Bear Mitsubishi in White Bear Lake, Minn.

The automaker's U.S. sales last year slipped 16 percent to 85,810, leaving dealers with more customers than cars.

"Dealers are still very hungry for product," Herod said. "We finally are starting to have a good supply of the Outlander on the ground. Dealers are selling every single Mirage, Outlander Sport and Eclipse Cross they can get."

Despite the loss of the federal tax credit for the Outlander plug-in hybrid this year, demand remains strong given its competitive price and features compared with rivals, Herod said. The new electric vehicle incentive is now only for vehicles made in North America. The Outlander crossover is imported from Japan.

Another positive note is the return of the Ralliart subbrand for 2023, Herod said, which will offer a sporting touch. Dealers also saw a trail version of the Outlander Sport coming for the 2024 model year, which will better compete with off-road-flavored models from rival brands.

Otherwise, Mitsubishi didn't offer much product news.

"Would dealers love to hear about more products and everything like that? Absolutely," Herod said. "But right now, the short-term play is we have to stabilize our dealers' inventory with what we have."

Mitsubishi Motors North America CEO Mark Chaffin said the message to dealers was focused on the successful progress of rebuilding the brand together. "We're not stopping here," he told Automotive News. "We've got plans, and we're going to continue that momentum heading into 2023."

What dealers are most interested about, Chaffin said, is vehicle supply since retailers are selling every vehicle they can get "and they want more." Barring global disruptions, Mitsubishi is expecting to stabilize supply in the new year.

The automaker is also "keeping an eye on the market," given expectations of slower economic growth in the U.S. "There are a lot of headwinds as we look at the economy and fear of recession and a market slowdown," Chaffin said.

When it comes to EVs, Mitsubishi is focused on the Outlander plug-in launched for the 2023 model year. "We see a gateway to an EV future right now," Chaffin said.

"For us, it's all about that new electrified Outlander."