But the Outlander is just one model, accounting for 50% of the brand’s US sales. Mitsubishi needs more than just one product to succeed, which is becoming an increasing frustration for local dealers. “What the dealers have been most anxious to get news about is a nice product plan,” an unnamed retailer told AN. “We have some holes in our lineup.”
The core areas identified by the dealer as missing in the Mitsubishi portfolio are a crossover replacement for the aging Mirage (still in its sixth generation launched globally in 2012) and a larger three-row SUV that can take the fight to the Hyundai Palisade, Kia Telluride, and Toyota Grand Highlander.
Chaffin claimed to dealers that a revamp is on the way for the aging lineup but stressed that such a change doesn’t happen instantaneously. “It’s not something we can just decide on overnight,” Chaffin said. “We just need a little bit more time.”