Mitsubishi will save their European presence by rebadging Renaults
Jerrica · Mar 11, 2021 02:38 PM
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Mitsubishi Motors has announced a new strategy to retain their presence in selected European markets by rebadging 2 models from Alliance partner Groupe Renault. The plan will be put into action in 2023 though they have yet to announce which 2 Renault models they will be rebadging.
This is an interesting turn of events for the Japanese brand. Last July, the brand had announced their decision to halt new car development for the European market. They have also withdrawn their presence from the UK market entirely, leaving only their after-sales centres operational.
The decision to halt the introduction of new models in Europe is part of the brand's move to cut losses to focus more on the growing South East Asian market.
Mitsubishi describes the 2 Renault-based cars they will be rebadging as “sister” models. The models will use the same platforms and powertrains as their French counterparts, but Mitsubishi will be adding some of its brand flairs to them to set them apart from their donor car.
For now, the plan is limited to only the left-hand drive European market, the brand has no plans yet to re-enter the UK market.
There isn’t a time in memory that doesn’t involve staring at cars. After discovering the excitement of watching Schumacher vs Hakkinen, Formula 1 became a major part of life. The love for cars and F1 ultimately led to a job with CAR Magazine. The untimely death of the magazine meant a hiatus from cars at lifestyle women’s magazine Marie Claire before another opportunity came knocking again.