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Mitsubishi Motors Achieves 25.8% Increase In Year-End Sales For 2024 Driven By Outlander Models
Mitsubishi Motors North America, Inc. (MMNA) reported a significant rise in sales for 2024, with both quarterly and annual figures showing notable increases. The company achieved a 38.4% year-over-year growth in Q4, reaching 27,125 sales. For the entire year, sales climbed to 109,843 units, marking a 25.8% increase and the best performance since 2019. Every model in the Mitsubishi lineup saw an uptick in full-year sales.
The Outlander and Outlander Plug-in Hybrid models achieved record-breaking annual sales figures. Mark Chaffin, MMNA’s president and CEO, stated, "The right lineup of vehicles, targeted squarely at the segments consumers are shopping today, has delivered Mitsubishi Motors a strong year, all led by our flagship Outlander and Outlander Plug-in Hybrid models." He also mentioned that the upcoming debut of the new 2025 Outlander would sustain this momentum into the next year.
The Outlander remained the brand's top seller with 9,624 units sold in Q4, reflecting a 7.2% increase. Over the full year, it reached 45,253 sales, up by 6.5%, marking its best-ever annual performance. The Outlander Plug-in Hybrid also excelled with 1,800 units sold in Q4—a rise of 14.1%—and total annual sales of 6,975 units.
MMNA's Momentum 2030 plan outlines four key strategies: electrification; renewing and expanding product offerings; modernizing retail sales; and growing their network for increased sales. This ambitious plan aims to strengthen Mitsubishi's presence in North America through these strategic initiatives.
The Eclipse Cross also showed improvement with Q4 sales reaching 2,540 units—a growth of 11.4%. For the entire year, it recorded a total of 12,724 units sold—an increase of 28.2%. These results capped off a successful year for MMNA as they announced their forward-looking business strategy.
Milestones and Achievements
In December, MMNA celebrated five years since relocating its headquarters to Tennessee from California in 2019. This move has significantly contributed to local economic development by creating around 180 jobs and employing over 8,000 people across the U.S., either directly or indirectly through its dealer network.
The Outlander Plug-in Hybrid added several awards to its collection in 2024 including Green Car Journal’s Family Green Car of the Year award for the third consecutive time and MotorWeek’s Driver’s Choice Award. It was also recognised by S&P Global Mobility for "Most Improved Alternative Powertrain Loyalty to Make."
Digital Innovations and Model Updates
During the year, MMNA launched ClickShop 2.0—a digital shopping platform allowing customers flexibility in how they shop for vehicles. Additionally, MMNA announced that production of Mirage for the U.S market ceased in late 2024 with no plans for a new model in 2025; existing stock is expected to last until summer of that year.
{TABLE_1}The new Mitsubishi Outlander is set to arrive at dealerships across the U.S by late February 2025 as part of their ongoing efforts to refresh their vehicle lineup annually until at least 2030 under Momentum plan guidelines.
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