TOKYO — Mitsubishi Motors Corp., now wallowing in crimson ink for six-straight quarters, hopes to revive profitability by specializing in the standard of its gross sales within the U.S., not the amount.
To drive higher leads to North America, Mitsubishi will launch the redesigned Outlander midsize crossover, with the reveal set for Feb. 16, and dial down fleet gross sales in a bid to bolster model worth.
Yoichiro Yatabe, Mitsubishi’s co-COO, outlined the U.S. technique final week whereas saying a worsened monetary efficiency for the automaker. Mitsubishi widened its web loss to ¥34.1 billion ($330.three million) within the fiscal third quarter ended Dec. 31. It posted a $139.5 million web loss a yr earlier.
“We’ve got modified course … from spending a big amount of cash to extend our market share and gross sales quantity,” Yatabe stated of the brand new North America technique. “Extra particularly, we try to make our gross sales community leaner and extra muscular, and we’ve considerably modified our gross sales methodology from counting on fleet to attain larger gross sales quantity.”
The hunt for profitability over share can be aided by the Outlander launch, he added.