Mitsubishi’s Downward Spiral as Toyota Surges Ahead

Mitsubishi Struggles in the US Market

Mitsubishi is experiencing one of its most challenging periods in the United States over recent years. In 2025, the Japanese brand sold only 94,754 vehicles, a 13.7% decrease from the previous year. The decline accelerated in the fourth quarter, with sales plummeting by 21.2% to 21,354 units.

For comparison, the Toyota Corolla Cross alone sold 99,798 units in the US last year, surpassing Mitsubishi’s entire lineup. This highlights the competitive disadvantage Mitsubishi faces, struggling to maintain its market share amid stronger competitors.

Sales Performance Across Key Models

The decreased demand has affected nearly all key models of the brand. Sales of the compact Mirage collapsed by nearly 89% following its exit from the US market. Meanwhile, sales of the Outlander, Mitsubishi’s most competitive model in the United States, dropped from 45,253 to 35,895 vehicles. The Outlander PHEV version also saw a decline.

On the brighter side, the Eclipse Cross saw an increase of over 37% in sales over the year – achieving one of the best quarterly performances in the model’s history.

The Toyota Contrarian Situation

The contrast with Toyota seems particularly painful. In 2025, Toyota (including Lexus) sold 1.8 million vehicles in the United States. Furthermore, the Toyota 4Runner, Grand Highlander, RAV4, and even Lexus RX individually outsold Mitsubishi’s annual sales.

Mitsubishi’s Strategic Response

Mitsubishi acknowledges the urgent need for change. Discussions with Nissan and Honda are ongoing, exploring collaboration opportunities and potential localization of production in the US. Moreover, Mitsubishi is planning a model lineup update – considering a sedan’s return and expansion into new segments, including pickups and commercial vans. These moves are crucial for Mitsubishi’s survival amidst fierce competition from brands like Toyota, which continue to excel with high consumer demand and innovative offerings.