Mitsubishi "cross -country car" declines: the times abandon you, you can only blame yourself

The feeling of off -road is still

The "off -road king" of the year was not there anymore

Pickings 318 Sichuan -Tibet Line, once the "must drive" line of all off -road self -driving enthusiasts, has now increased the Lugu Highway. The difficult driving route that originally belonged to pure off -road enthusiasts has become a popular route over the years, and tourists are like weaving. At the end of July this year, the "Xinjiang Duku Highway Crying" was once on the hot search, but even if the Duku Highway became a "crying highway", it did not stop people from driving to travel.

"In the past ten years, you can clearly see the changes in the off -road ring. It turns out that these off -road routes are complex and supporting facilities are backward. Cool Luze, that is, the Lu Xuan in the mouth is the most favored, as well as Prado, Mitsubishi Bobcat (Pajero) is very common on National Highway 318. "Cross -country expert Hao (pseudonym) told China News Weekly:" These ten Over the years, there are fewer and fewer Mitsubishi cars, and Lu patrol and Prado can also see decrease, but there is far from Mitsubishi. Now, whether it is on the 318 Sichuan -Tibet line or the Duku Highway, there are more and more off -road vehicles in Chinese brands. "

According to many players who have been active in the off -road circle for many years, the changes of off -road vehicles are mainly due to two reasons: First, the continuous improvement of supporting facilities has continuously reduced the threshold of self -driving off -road, and no longer requires strict driving technology and high high driving skills and high high driving skills and high. Performance models; the second is that the circle of self -driving off -road has changed. This activity is not the exclusive to a few "pure men", but is constantly shifting to the whole family or collective travel.

In such changes, the original "cross -country car" gradually declined, especially Mitsubishi, the sense of existence in the domestic automobile market is getting weaker, and it has been obviously marginalized. Since 2020, Mitsubishi has repeatedly reported that Mitsubishi will withdraw from the Chinese market. Although the official has repeatedly stated that it has not withdrawn from the plan, its increasingly depressed performance in China still believes that Mitsubishi will step on Suzuki's back dust.

Mitsubishi: The feelings of nowhere to place

"From the beginning of contacting the car, I have been yearning for the 318 Sichuan -Tibet Line for driving the Bobcat. It was the dream and feelings that had been buried in the teenager. Now the feelings are still there, but the car can not know how long it can be in 'how long can they be in' how long can they be in '? . "A off -road enthusiast lamented.

Picture source: Mitsubishi imported car

The people in the off -road circle called Pajero as the Bobcat. This is because Pajero's English name Pajero, which means Panpas cats, are a fierce cat who lives on the mountain all year round, so the locals also call it "Bobcat". Essence In those years, "Bobcat" Pajero's status in the off -road world could not be compared to Rander Cool Luze, but it was also the heart of many players.

Japan Mitsubishi Motor announced in April 2019 that the release of 700 special models Pajero in Japan will be suspended after selling 700 special models, and will continue to be sold in overseas markets. Although Mitsubishi repeatedly emphasized that it does not affect the Chinese market, the future of this car is still covered with a shadow. After the domestic Pajero was suspended, the situation was even more severe.

"Bobcats are only selling parallel imported cars, and there are not many people who recognize. Moreover, Mitsubishi's development situation in China is also very worrying that once he withdrew from the Chinese market, it is troublesome in the future. After all, feelings cannot be replaced by reality." The above -mentioned off -road enthusiasts admitted.

The development of Mitsubishi in the Chinese market is extremely complicated. In addition to the popularity of Pajero assembled by Changfeng in the early years, another highlights were established with GAC Mitsubishi in 2012 with GAC in 2012.

Unfortunately, the story of "a model has been hitting the world and the market for twenty years" is only the last century. With the rapid development of the Chinese automobile market, a single model can no longer support a brand.

Since 2019, GAC Mitsubishi's sales volume has retreated, from annual sales of more than 130,000 units to today's monthly sales. According to GAC Group in July 2022, GAC Honda, GAC Toyota, GAC Passenger Car and GAC Ean New Energy have increased year -on -year. GAC Mitsubishi is the only brand under GAC Group.

Data show that GAC Mitsubishi's sales in July were only 3,777, a year -on -year decrease of 17.89%; the cumulative sales volume from January to July was 17,525 units, a year -on -year decrease of 49.36%, which was near "cutting".

Picture source: GAC Group in July 2022 Production and Marketing Express

Today, GAC Mitsubishi has only four models: Outlander, Xin Jinxuan, Yige, and new energy model Adolco. Both Pajero and Pajero Jinchang, who had been highly hoped, had been suspended. In 2021, Outlander's single model accounted for more than 80%of GAC Mitsubishi sales.

Excessive sales rely on the pain of a single model, and Japanese brands have almost experienced, but Toyota, Honda, and Nissan have quickly improved by introducing more models to improve. Only Mitsubishi is always hovering outside the situation. Can't wait, it is more difficult to re -come.

The change of off -road: gradually "hardcore"

In fact, Mitsubishi's decline in China does not fully blame corporate strategy and market competition. The pure "hard -core off -road" is constantly moving with the rapid development of China's highway development and the increase in demand for the whole family.

The start of my country's highway was half a century later than the developed countries. It only began to explore until the mid -1980s, but the speed of development was beyond imagination.

According to data from the Ministry of Transport, in 1981, the State Council authorized the State Family Planning Commission, the State Economic Commission and the Ministry of Communications to determine the national highway network consisting of 12 shots, 28 vertical, and 30 horizontal, with a total size of 109,200 kilometers. The mileage reached 16285 kilometers, ranking third in the world; in 2010, the total mileage of the highway reached 74113 kilometers; in 2012, the highway mileage was 96,000 kilometers, ranking first in the world. The total mileage reaches 160,000 kilometers. The continuous improvement of road conditions and the improvement of other supporting facilities, coupled with the continuous rise in domestic car sales, have made off -road self -driving tour that originally belonged to a few people, which continues to popularize.

According to data disclosed by the China Tourism Vehicles Association, the scale of self -driving tour in 2020 reached 2.24 billion people, and the number of self -driving tourists accounted for 77.8%of the total number of domestic tourists in that year, an increase of 14%over 2019. Among them, over 90 % of them are free travel, that is, family and friends travel together.

Such changes make the "hardcore" and "pure" off -roads that were originally full of adventure, hardship and uncertainty. After all, the fun of traveling with family and friends is mainly to be safe, shared and fun.

In this way, the "off -road king" of the "off -road king" who are not comfortable and lack of intelligent configuration has become narrower and narrower, especially some hard -core off -road vehicles that have not been replaced for almost ten years have gradually declined.

Today, whether it is known as the "Chinese Avenue of the Chinese" on the 318 National Highway, or on the Xinjiang Duku Highway, which is "four seasons a day, ten miles,", cars, SUVs, and MPVs are abound. On the road, a lot of models can be seen. In addition to various Toyota cars known for its fuel -saving, the most conspicuous is the Great Wall tanks that have risen in recent years.

Obviously, a new generation of SUVs that are "hard -core", rich in configuration, intelligent and comfortable, are replacing the original "off -road king". After the off -road self -driving no longer depends on the off -road performance of the vehicle, the car that has a better experience and MPV with a larger space is also continuing to eat the market that originally belongs to the hardcore off -road vehicle.

Mitsubishi's high opening and low in China, summarizing it in the words of the player: "The times abandon you, you can only blame yourself."

Author: Zheng Yu

Edit: Zheng Li Data-FILTERED="Filtered">

Operation editor: Wang Lin

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