2 car brands that just need to give up
When the quarterly sales reports and corporate filings are released, the auto industry's news is full of the successes and failures. Lots of talk about how well or badly GM, Ford, Toyota, and the others are doing proliferates the press. Yet two companies are still plugging away at the U.S. market despite repeated, long-term abysmal sales figures.
The question is: why are they still bothering?
The two companies, of course, are Mitsubishi and Suzuki. Both make decent products and both are competing in markets where sales figures are traditionally very high - small cars, crossovers and SUVs. Neither company has made any real headway into the North American market in decades, however, and we have to wonder why they are continuing to try.
This company's sales figures for the year so far are continuing to drop. They're down under 5,000 units per month now and continuing to slide at double-digit losses year-on-year. They hold less than half of one percent of the total U.S. market.
Mitsu pretty much sealed its own fate when it took part in a very horrible deal with Chrysler back in 1978 to re-introduce the powerful Challenger name under a rebranded Galant. From that serious FUBAR, there was no recovery possible. Since then, despite the appeal of the Lancer and the steady popularity of the Outlander, Mitsubishi has yet to gain anything more than a toehold on the American market.