by Mitsubishi sales in the US continue to show an alarming downward trend. Here are the key points of the situation:
Crisis in the American Market
Mitsubishi’s current car lineup cannot withstand the fierce competition in the American market. The lack of attractive new models has led to a serious drop in sales over the past year. The situation is so dire that even the Toyota Corolla Cross, a model that is not sensational in itself, sold in greater numbers than all Mitsubishi cars combined.
Mitsubishi dealers are demanding a sedan and a pickup truck to save dealerships suffering from a lack of sales.
In 2025, Mitsubishi managed to sell only 94,754 cars in the States, which is 13.7% less than the 109,843 units in 2024. The decline deepened in the last quarter: from October to December, only 21,354 cars were sold, which is 21.2% less than in the fourth quarter of the previous year, when the figure was 27,125 units.
Sales Decline Across Almost the Entire Lineup
Demand for the Mirage and Outlander models fell significantly in 2025. Mirage sales plummeted from 29,766 units in 2024 to just 14,577 last year. This was not a big surprise, considering that this model has already been discontinued for the American market, and dealers are gradually selling off remaining inventory.
More unexpected was the drop for the Outlander, which is considered the most competitive model in Mitsubishi’s current portfolio in North America. Despite this, its sales fell from 45,253 in 2024 to 35,895 in 2025. The Outlander hybrid version also showed a decline, though not as sharp: from 6,975 to 6,294 units sold.
The only savior for the brand last year was the outdated Eclipse Cross model. Its sales increased from 12,724 in 2024 to 17,508 in 2025. It proved particularly popular in the fourth quarter: 5,166 cars were sold, marking the third-best quarterly result in the model’s history.
The Scale of the Problem Compared to Toyota
The scale of Mitsubishi’s presence in the US can best be assessed by comparison with Toyota. In total, Toyota, including Lexus, sold 1,808,538 cars last year. A single model, such as the Corolla Cross, easily outsold Mitsubishi’s entire lineup. In 2025, 99,798 such crossovers were sold across the country.
Moreover, Toyota even managed to sell more 4Runner SUVs than Mitsubishi sold cars in total — 98,805 units. The Grand Highlander found 136,801 buyers, and the RAV4, with 479,288 units sold, became the absolute leader. Even the Lexus RX, a product far from the budget segment, was sold 113,256 times, which is almost 20% more than all Mitsubishi models combined.
Ways Out of the Crisis
The Japanese automaker is working to strengthen its position in the American market, exploring possible collaborations with Nissan and Honda. Such alliances could move a larger part of production to US soil, instead of continuing to rely on imports from Japan.
Mitsubishi’s survival in the US may depend on its two main competitors.
Simultaneously, the company recently informed dealers that it is considering a complete renewal of its model range. The return of a sedan and entry into new segments, including pickups and minivans, are planned. Although specific details have not yet been disclosed, management insists that North America remains a key market.
Mitsubishi’s attempts to rectify the situation through alliances with competitors and expanding its lineup indicate an awareness of the depth of the problem. However, in conditions where a single competitor’s model range sells better than the entire brand, there is little time for contemplation. The success of future initiatives will depend not only on the speed of their implementation but also on the company’s ability to offer the market truly innovative and competitive products that can interest the modern American buyer. Trust in the brand, which is gradually being lost, requires concrete successful steps for restoration.
