History of Mitsubishi Motors

When the executives at Mitsubishi Shipbuilding Company decided to diversify into automobiles, they could only have dreamed their brand would become one of the leading car manufacturers in the world. Today, Mitsubishi is a household name, known for its high-quality vehicles at a range of price points. Our team at Performance Mitsubishi in Delray Beach will help you discover where it all began and the journey Mitsubishi Motors took to become the global superpower it is today.

Mitsubishi Motor Beginnings

In 1917, Mitsubishi Shipbuilding Company released Japan’s first mass-produced car, the Mitsubishi Model-A. It designed this luxury vehicle to carry the nation’s government officials rather than ordinary citizens. A 35-hp 2.8-liter four-cylinder engine powered the seven-seater sedan, which Mitsubishi built entirely by hand. While it was a beautiful vehicle, it couldn’t compete with cheaper European and American automobiles, so Mitsubishi decided to return its focus to shipbuilding.

It wouldn’t make another automobile until 1936, when the Japanese Army Automobile School commissioned Mitsubishi to make its first four-wheel drive. While it never went into full production, Mitsubishi made four PX33 vehicles powered by an X-type military engine.

In the mid-1940s and 1950s, Mitsubishi experimented with three-wheel vehicles, which seemed like a cross between a bicycle and pickup. In 1946, there was the Mizushima XTM1, a 0.4-ton capacity cargo carrier. Mitsubishi followed this up with the launch of the Leo in 1959.

By the 1960s, Mitsubishi’s output became less experimental and more commercial. It launched the compact 500 in 1960, followed by the 360 K-light van in 1961. The iconic Colt name made its first appearance with the release of the Colt 600 in 1962. In 1970, Mitsubishi Motors separated from Mitsubishi Heavy Industries, signaling the brand’s serious focus on auto manufacturing.

The Merger of Chrysler and Mitsubishi

While Mitsubishi was very popular in Japan, it struggled to gain traction in the United States. Chrysler was much more successful in this market but envious of Mitsubishi’s high-quality small cars. Chrysler purchased a 15% stake in the company in 1971, which allowed it to import Mitsubishi vehicles and rebrand them as Plymouth and Dodge Colt compacts. This partnership also helped Mitsubishi grow its profile in the West. Together Chrysler and Mitsubishi formed Diamond-Star Motors in 1985 to build cars on American soil and evade restrictive import laws.

The relationship was difficult, with poor communication between the engineering and manufacturing departments and a lack of transparency due to cultural differences. While some vehicles from Diamond-Star Motors have gained a cult following, such as the Eagle Talon and Eagle Summit, most agree the brands are better off apart. In 1991, Chrysler sold its share of Diamond-Star Motors. Two years later, it withdrew its equity in Mitsubishi.

Other Notable Partnerships

In 1999, the Renault, Nissan, and Mitsubishi formed the Renault-Nissan-Mitsubishi Alliance. This strategic partnership sees its members sharing their skills, knowledge, and technologies to make all the brands more profitable and competitive. The partnership focuses on innovation and aims to make all members carbon-neutral by 2050.

In 2022, Mitsubishi Motors named Santander Consumer USA as its preferred financial partner. Santander Consumer USA has more than 25 years of experience in vehicle financing. Its partnership with Mitsubishi aims to make the financing process simpler and more fun while ensuring customers get a great finance deal.

Mitsubishi also has a long history of partnering with sporting teams and events. Mitsubishi Motors is an official sponsor of the Santiago 2023 Pan American and Parapan American Games. Chile will host these events in October and November. In Australia, Mitsubishi sponsors the National Basketball League, the semi-professional NBL1 competition, and Victoria’s NBL team, Melbourne United. Mitsubishi also sponsored the Las Vegas Bowl college football tournament in 2018 and 2019 and the Chievo Verona football team in Italy from 2019 to 2021.

Mitsubishi Racing

Mitsubishi also became a force in the racing world. It made a splash at the 1962 Macau Grand Prix, its first international motorsports event. Its Mitsubishi 500 Super Deluxe set a track record and claimed first, second, and third places in its class. By 1971, when the Colt F2000 Formula race car crossed the finish line, Mitsubishi Motors had claimed six Grand Prix titles.

In the late 1970s, Mitsubishi forged a partnership with Jackie Chan. The deal saw Chan, already a major star in Asia, supplied with custom-built vehicles and prototypes and helped the actor and Mitsubishi gain valuable exposure in the Western world. Their partnership led to the launch of the Jackie Chan Cup in 1984. Mitsubishi supplied race cars and support vehicles for the celebrity charity event until the final race in 2003.

Mitsubishi switched its focus to rally and cross-country competition in the mid-1970s. By the 1990s, under the guidance of its RALLIART division, it was one of the most respected names in the sport. Between 1974 and 2002, Mitsubishi claimed 34 world rallies including four consecutive driver’s titles with Tommi Mäkinen (1996-1999).

The financial downturn led Mitsubishi to close RALLIART and stop participating in rally competitions in 2010. However, there’s hope for racing fans, with Mitsubishi resurrecting RALLIART in 2021. Mitsubishi CEO Takao Kato announced the brand’s plans to re-enter the global motorsports arena in the future.

The Future of Mitsubishi

Mitsubishi Motors is constantly looking toward the future. It’s excited by technology and focusing its efforts on the next generation of electric vehicles and connected car features. Its commitment to innovation will ensure its brand continues to be a heavy hitter in the automotive industry.

Join the Mitsubishi Team

If you’re interested in the history, performance, and competitiveness of Mitsubishi’s vehicles, give us a call, contact us online, or visit our Delray Beach dealership to learn more about the latest and greatest Mitsubishi cars. Our team can advise you which Mitsubishi vehicles best suit your budget and lifestyle and send you off on a test drive. If you find one you like, we can also help you trade in your current vehicle and organize financing. At Performance Mitsubishi, we make purchasing a new or used Mitsubishi easy.

Mitsubishi by Airport_Whiskey is licensed with CC BY-NC 2.0