Mitsubishi's electric vehicle sales not going to plan | CarAdvice

Car Advice
  • Home
  • »  Mitsubishi’s electric vehicle sales not going to plan

Mitsubishi’s electric vehicle sales not going to plan

MITSUBISHI I-MIEV
By Alborz Fallah
FIND DEALS

The global president of Mitsubishi Motors Corporation says that sales of the company’s electric vehicles are not going according to plan.

Despite the company’s positive stance on electric cars and the philosophical and financial commitment that has come along with it, Mitsubishi’s electric dream is currently falling short of initial expectations.

The Japanese company has sold just 14 i-MiEV electric cars in Australia so far this year, five less than the same period last year. In Europe, sales have been slow and production of the i-MiEV’s better looking cousins, the Peugeot iON and Citroen C-Zeros have been put on hold since August due to poor demand (less than 2,000 sales for both cars combined across all of mainland Europe in the first half of this year).

Speaking to the media via a translator at today’s Sydney motor show, Mitsubishi Motors Corporation (MMC) president, Osamu Masuko, says there are a number of factors that have slowed sales of electric cars.

“The European market, which is a big market (for electric cars), is suffering badly and the second reason is the high Japanese Yen.”

Masuki admitted that the relatively high price of electric cars has been a hindrance for the technology in gaining mass-market appeal. The Mitsubishi i-MiEV is priced from $48,899 in Australia with a cruising range of around 120km.

“The customer is recognizing that the price point is important and the infrastructure and the cruising range (as well).” Masuki said.

Nonetheless, he believes Mitsubishi has already come out with the solution by creating its soon to launch PHEVs (Plug-in Hybrid Electric Vehicle), the first of which being the Mitsubishi Outlander PHEV. These combine a traditional petrol motor to act as a generator for the electric drive, thus eliminating the low cruising range and infrastructure challenges of electric cars.

“To solve this issue, our resolution was PHEVs, which accommodate the issue of cruising range, which now achieves 800km and also the infrastructure because using the petrol is actually generating the electricity, so I think we are accommodating those issues.”

Regardless of PHEVs, the company is far from giving up on pure electric cars. Mitsubishi is hard at work to increase the cruising range of its electric vehicles as well as aiding infrastructure development. It’s also set to launch more variants of the i-MiEV in the Japanese market.

“Obviously the (electric vehicle) technology is improving everyday so I think we will see this kind of innovative changes in EVs as well.”

Masuki noted that fossil fuel-powered vehicles have been on sale for over a hundred years, creating a massive market, while sales of electric vehicles have only just started.

He also noted that during last year’s catastrophic Japanese earthquake, electric cars were put to heavy use as transportation devices given electricity was made available to the regions far quicker than petrol supply could be restored. Mitsubishi went on to develop a system which now allows the car’s battery to be used to power white goods when needed.


 

  • Zaccy16

    Well der! why would anyone buy a alto sized hatchback for $50,000 dollars that can only go 120 km on a single charge, tell them there dreaming!

  • SirRob

    Pointless rip-off, that’s why.  Same as why Prius C buyers want to pay only $20k (probably the price it should be), instead they buy a Yaris.  Mitsu’s the same, who’d spend this sort of money with the “oh look at me! I’m saving the environment!!” then go home and charge it with your coal-produced electricity.  Greenies aren’t THAT dumb Mr Bishi! :-)

  • Pauly

    Mitsubishi need to look at their competition with the LEAF and Volt (which are proper cars!) and see they have priced it way too close to them.

    Lower the price down to 30K and watch sales increase.

  • Luke Brinsmead

    With highly efficient diesels at almost half the price, who would want to be freedom restricted to 120 kilometres.

  • Tex

    I can’t understand how having this car at just over $50,000 drive-away makes it attractive.

    The Nissan Leaf and Holden Volt are properly engineered cars; they aren’t too different to the normal models and hence a little ‘normal’ to drive.

    That said, the Mitsu feels cheap and like a tin box when you close the doors and sit inside.

  • Andrew Fries

    I’m just surprised they actually found 14 suckers to buy this car.

    • matt

      $750 000 bucks, not bad for 14 sales lol

  • D987

    There’s one on Carsales for $38,500 and it’s only done 5,500km — that’s some serious depreciation.  

  • Norm

    As a first generation mass production EV it’s a pretty good effort but was never going to sell at that price. Ever. 

    Assuming that Mitsu were able to price it according to it’s true place in the market then you’d think that would need to be sub $20k. 

    The Leaf is a far more substantial offering but still to exy for the market.Also – since these cars were conceived the efficiency of IC engines has increased markedly.

    The Renault Zoe looks to be a more compelling prospect in terms of packaging and pricing. 

    Still v.early days yet for EVs.

  • Norm

    As a first generation mass production EV it’s a pretty good effort but was never going to sell at that price. Ever. 

    Assuming that Mitsu were able to price it according to it’s true place in the market then you’d think that would need to be sub $20k. 

    The Leaf is a far more substantial offering but still to exy for the market.Also – since these cars were conceived the efficiency of IC engines has increased markedly.

    The Renault Zoe looks to be a more compelling prospect in terms of packaging and pricing. 

    Still v.early days yet for EVs.

  • C.h.82

    I think you’d be hard pressed to find a dealer charging $50k+ for this car. If you took the time to find out you would know one can now be had for as little as $40k on road. So the RRP is not the price people are paying.

  • Tuarn

    Well I am an i owner/driver doing 170km per day (charge at home and at work). Home charge is off wind turbine and solar. I went all out to buy this little pure electric vehicle. Yes for <$40k on the road. I love the little i ! I appreciate its technology and I don't kid myself it is economically viable but YOU will thank folk like me one day when the price comes down, cause it won't if you just stand back and winge about the price.
    I recon the mistake is trying to make electric vehicles too much like their dinasour cousins, the petrol vehicles. Make EVs even more different and standout. They are a whole new way of thinking and driving afterall. 
    The Volt is really just a dirty hybrid EV, the Leaf is nice but uses nearly twice the energy of my i.
    Hey, drive an i for a week if its range suits your trips (fact is it does for most of us). Talk to a dealer,  they'll give you their demo for a week (if you are serious). Chances are you will fall in love with the quiet, smooth, super responsive pure electric petrol free mobility.
    If you still are hung up about the price then pressure your local MP and this so called 'environmental caring' government and get them to be like many other countries and subsidise this new technology. BTW I think you will find China has the largest subsidy of all US$14,000 on EVs.
    Don't hassle Mitsi if Oz is so backward in moving forward !

    • Zaccy16

      no thanku, EV’s a still 15 years to early, this one looks horrible cant go round corners and has a horrible interior, on greeny imbeciles would by one for $40,000!