Mitsubishi Overwhelms Europe with Rebranded Renaults, Yet There's a Missing Element | Carscoops

      The partnership has enabled Mitsubishi to maintain its presence in Europe and gradually grow its electrified vehicle range, but will it be sufficient?

      Mitsubishi is poised to launch Renault-based Eclipse Cross and Grandis SUVs in Europe.

      The CEO indicates that a greater number of Mitsubishi-developed models will be introduced to the region.

      The discontinuation of the aging Space Star has led to a decline in Mitsubishi’s European sales for 2025.

      Mitsubishi’s reentry into Europe is taking shape in unexpected yet practical manners. After announcing its exit from the region in 2020 due to increasing losses, the brand has quietly shifted its strategy. Now, five years later, Mitsubishi is enhancing its European footprint by leveraging its alliance with Renault, prioritizing strategic efficiency over in-house development.

      The collaboration began with the Mitsubishi Colt and ASX, which are essentially Renault Clio and Captur models rebranded. The next phase will debut in September with a fully electric successor to the Eclipse Cross, which will share its platform with the Renault Megane E-Tech crossover.

      Following this, Mitsubishi intends to introduce a family-oriented model named Grandis, based on the Renault Symbioz, by the end of the year.

      Establishing Identity in a Shared Platform Environment

      There is understandable skepticism surrounding badge engineering, but Mitsubishi is addressing this concern. Frank Krol, CEO of Mitsubishi Motors Europe, discussed it in an interview with Auto News, stating that the upcoming Eclipse Cross EV will be “much more Mitsubishi” than previous rebadged versions.

      He also highlighted the brand’s goal to bring more of its own-developed models to Europe, with the Outlander PHEV currently being the only one fitting that description.

      Still, Krol hinted at another phase of Mitsubishi’s partnership with Renault in the near future. Although he did not offer specifics, it could involve a new model based on the next-generation Renault Clio, expected to launch before the end of 2025.

      Mitsubishi aims to boost its annual European sales to between 75,000 and 80,000 units, up from 60,879 in 2024. This figure already represented a 44 percent increase compared to 2023, primarily driven by the strong performance of the Renault-derived Colt and ASX.

      The Challenge and a Possible Solution

      Despite some positive developments, Mitsubishi's Renault-based models have not been sufficient to counter recent losses. From January to May 2025, the brand experienced a 29 percent decline in European sales, largely due to the discontinuation of the Space Star (Mirage) and Eclipse Cross, both of which were withdrawn from the market for not meeting updated safety regulations.

      The loss of the Space Star is particularly notable, as it accounted for 39 percent of Mitsubishi’s European sales in 2024, filling a critical entry-level position in the lineup. Without a replacement in the city car segment, the brand faces a significant gap in its offerings.

      Kei Cars in Europe? Not That Simple

      One potential solution could be introducing a European version of Japan’s kei car segment, an idea proposed by Stellantis Chairman John Elkann and former Renault CEO Luca de Meo. For Mitsubishi, this strategy would utilize its extensive kei car expertise without necessitating heavy investment in Europe-specific models.

      As Krol mentioned, “That would be a good tool to boost this industry in terms of electrification.” However, he quickly pointed out that launching kei cars in Europe “sounds easier than it is,” indicating the regulatory and market challenges involved.

      Mitsubishi is currently active in 20 European markets, with two more under review. This is a significant reduction from the 32 markets it operated in 2019, a decline primarily associated with the withdrawal of the L200 pickup from the region. According to Krol, reintroducing the midsize truck in Europe would require an electrified powertrain, which currently is not a commercially viable option given the segment’s limited sales potential.

      Earlier this year, Mitsubishi scrapped plans to develop two in-house electric vehicles, opting instead to concentrate on hybrids and plug-in hybrids. During a May earnings call, global CEO Takao Kato recognized the necessity for EVs in Europe, but mentioned that the company would fulfill that demand through products from partner OEMs rather than independently.