Autoblog and Yahoo may earn commission from links in this article.Some of the biggest automakers in the U.S. are Japanese, led by Toyota and Honda. But on the other side, there’s Mitsubishi, with sales volumes that are only a fraction of those brands. Last year, Mitsubishi sales declined by 13.7%, and the brand closed a high number of dealerships in the country over the last few years. Many remaining dealers have expressed frustration with the automaker’s dated, uncompetitive lineup, as well as the its heavy reliance on fleet sales. Here’s a closer look at what’s happening behind the scenes as remaining dealers battle to keep Mitsubishi alive.A Dramatic Decline in Dealerships2022 Mitsubishi Eclipse CrossMitsubishiAccording to Automotive News, Mitsubishi started 2026 with 56 fewer dealerships than it had early in 2019. No other mainstream brand besides Ford and Chevrolet (far larger brands overall) have seen their dealer network diminish at this rate. In the last 18 months alone, 35 franchises have been terminated by Mitsubishi, according to CEO Mark Chaffin. However, the company added 12 new dealerships over the last year, with the new stores expected to be more lucrative.AdvertisementAdvertisement“We’re focused on quality over quantity as we evolve our franchise,” said Chaffin. “It’s all about the right stores run by new-car-focused operators in the right areas.”Currently, Mitsubishi has 297 dealerships, but they only average 15 new-car sales monthly, which Chaffin believes isn’t good enough.Mitsubishi Dealers Aren’t Happy2025 Mitsubishi Outlander SportMitsubishi Motors North AmericaMitsubishi dealers are unhappy with the automaker on several fronts. These include a heavy reliance on fleet sales, challenging factory demands, and few incentives for a generally older range of models. Mitsubishi’s only three models are the Outlander, Outlander Sport, and Eclipse Cross. The Outlander Sport is based on a platform that’s been around for 15 years, while the Eclipse Cross first went into production in 2017. Go back to around 2010, and Mitsubishi still sold sedans and even the Raider pickup.“It’s harder to compete with this lineup,“ Mitsubishi National Advisory Board Chairman R.C. Hill said. ”Dealer enthusiasm for the brand is fading."2025 Mitsubishi Outlander SportMitsubishi Motors North AmericaOne dealer in the Midwest recently closed a store there, saying he had “lost confidence” in the brand’s lineup and was “fed up” after several years of losing money. Dealers are further incensed by the fact that many lower-trim models are being directly allocated to rental companies. In the first quarter of this year, almost 60% of Mitsubishi models sold went to fleet buyers.AdvertisementAdvertisementA compact electric crossover planned for September and a more rugged Outlander due to arrive in the first half of 2027 are part of Mitsubishi’s plans to revitalize its lineup, but retailers aren’t confident these models will arrive on time.“We keep being promised all this new stuff and how it’s gonna get better,” one of the retailers said. “Eventually Mitsubishi may get there with the new product, but it’s going to have to commit more to the U.S. if it wants to do well here.”What It Means2020 Mitsubishi MirageMitsubishiThere’s only so much an automaker can do with a small, mostly dated lineup of vehicles. Until Mitsubishi introduces a few new models, its growth is expected to be limited and dealer frustrations will mount. Besides the need for more competitive crossovers, today’s Mitsubishi is a far cry from the enthusiast-pleasing brand it was in the 1990s and 2000s, when models like the Galant VR-4, 3000GT, and Lancer Evolution elevated its image. Such vehicles may not sell in large volumes, but they can be essential in attracting a new generation of customers to the brand in other segments.This story was originally published by Autoblog on May 21, 2026, where it first appeared in the News section. Add Autoblog as a Preferred Source by clicking here.
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