Why Did Mitsubishi Discontinue the Lancer Evolution?
The discontinuation of the Mitsubishi Lancer Evolution was a significant decision by the automotive giant, primarily driven by evolving market trends and the need for profitability. This move reflects a broader shift in consumer preferences and the challenges faced by smaller, niche performance vehicles in the modern automotive market.
Market Trends and Profitability
The primary reason for the discontinuation of the Lancer Evolution is that it was not profitable at the time. The car's body shape and design did not align with the popular market trends. In the United States, SUVs represent the biggest sales segment, while in Europe, hot hatches are the current trend. The Lancer Evolution, being a sedan, lost its appeal in both markets.
Rally Sport Decline in the United States
The disinterest in rally sports in the United States also contributed to the discontinuation. The sport had significantly declined, which led not only to the withdrawal of Mitsubishi and Subaru from the World Rally Championship (WRC) series as teams, but also to a reduction in media coverage. This shift in interest negatively impacted the market for high-performance vehicles, including the Lancer Evolution.
Struggles in the North American Market
Mitsubishi's struggles in the North American market were severe, to the point where the company seriously considered leaving the region entirely. At a time when a company is barely able to stay afloat, continuing the development and manufacture of a low-volume, niche performance car like the Lancer Evolution would have been unsustainable. Just as it would not make sense for someone who is starving to go exercise, so too did not make sense for Mitsubishi to continue such a high-risk, low-reward project.
Strategic Shift Towards Eco-Friendly Vehicles
In response to these challenges, Mitsubishi has shifted its focus towards more eco-friendly products. The company has made significant commitments to developing and introducing hybrid and electric vehicles. Notable among these initiatives is the introduction of a plug-in hybrid model. This strategic move aligns with the growing global demand for environmentally friendly vehicles and reflects a broader industry trend towards sustainability.
The Future of the Lancer Evolution
The discontinuation of the Lancer Evolution does not mean the end of all Lancer models. The Pajero and other large vehicles will continue to be part of Mitsubishi's lineup. The Lancer Evolution X will retain its place as the last in the line of Lancer Evolution models. However, given the company's focus on electric and hybrid vehicles, there is little expectation of a return to the high-performance realm of the Lancer Evolution.
Conclusion
The discontinuation of the Mitsubishi Lancer Evolution is a clear example of how shifting market trends and consumer preferences can impact a company's decisions. As the automotive industry continues to evolve, it is crucial for manufacturers to adapt to these changes in order to remain competitive and profitable. Mitsubishi's strategic shift towards eco-friendly vehicles is a positive step in this direction, reflecting both the industry trends and the company's commitment to sustainable practices.