Kuuuurija
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Mitsubishi learns from previous electric mistakes

Thu Nov 05, 2015 5:19 pm

Mitsubishi learns from success of Outlander PHEV and failure of pure electric iMiev:
http://www.businesscar.co.uk/news/2015/mitsubishi-learns-from-previous-electric-mistakes

PV1
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Re: Mitsubishi learns from previous electric mistakes

Thu Nov 05, 2015 5:51 pm

They think the price of the i-MiEV is what is hindering sales? Funny, nearly everybody I talk to doesn't even know Mitsubishi has an EV, let alone the fact that it is the cheapest EV in the US to buy, both new and used.

The i-MiEV has been at one of the last four auto shows in town. The only way I knew Mitsubishi made an EV before buying mine was from a video game.
"Bear" - 2012 Diamond White Pearl ES with QC - 2/21/2013
"Koorz" - 2012 Cool Silver Metallic ES with QC - 1/5/2015
"Photon" - 2017 Bolt EV LT in Orange with QC - 7/31/2017

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Don
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Re: Mitsubishi learns from previous electric mistakes

Thu Nov 05, 2015 6:23 pm

True - If they actually 'learned anything' it would be that zero $$$ spent on marketing = zero sales . . . . but I don't see a lick of evidence that they've learned anything . . . . yet

Don
2012 iMiEV SE Premium, White
2012 iMiEV SE Premium, Raspberry Metallic
2012 iMiEV SE, White
2017 Chevy Volt Premier
2014 Ford Transit Connect XLT SWB wagon
2006 Itasca Navion Sprinter Motor Home

Kuuuurija
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Re: Mitsubishi learns from previous electric mistakes

Fri Nov 06, 2015 12:09 am

PV1 wrote:They think the price of the i-MiEV is what is hindering sales? Funny, nearly everybody I talk to doesn't even know Mitsubishi has an EV, let alone the fact that it is the cheapest EV in the US to buy, both new and used.

The i-MiEV has been at one of the last four auto shows in town. The only way I knew Mitsubishi made an EV before buying mine was from a video game.

It is hard to believe that today, in internet era, it is possible to miss such information, if you are interested in cars. I, for instance, don't know anything about sewing machines on the market today, but I do not think, that they spend nothing for marketing sewing machines at all.

sandange
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Re: Mitsubishi learns from previous electric mistakes

Fri Nov 06, 2015 7:21 am

I personally think the tittle of the article is miss leading.


It reads the terms "Electric Mistakes"

In my opinion it should read "Mistakes in Marketing Electric Vehicles"
Tesla Model 3 SR+, 2019
Previous EVs
Puey Bluey 2014 Miev
200,000 km , 124.000 miles.
Blackie - 2012 ES Miev 2 years - 67,000 km / (41,630 miles)
http://thecordstead.blogspot.ca/

Kuuuurija
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Re: Mitsubishi learns from previous electric mistakes

Fri Nov 06, 2015 1:55 pm

sandange wrote:I personally think the tittle of the article is miss leading.


It reads the terms "Electric Mistakes"

In my opinion it should read "Mistakes in Marketing Electric Vehicles"


What mistakes they made in marketing?
I think biggest mistake was, that they paid special attention on US market, made special (larger) model for it and sold too cheap there. If the price in US was higher (like it was in Estonia, where initial price of the iMiev started from 36000 €), some TV commercials should be afforded. But then again expectations of buyers would be higher and if the car does not meet those expectations, marketing disaster will happen sooner or later.

PV1
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Re: Mitsubishi learns from previous electric mistakes

Fri Nov 06, 2015 2:20 pm

Mistakes in the US Market:

1. $3,000 premium package on SE model to get CHAdeMO and Nav system.
2. No/minimal advertising in the conventional streams (radio, TV, billboards). Come on Mitsubishi, even just a quick glance in a full lineup commercial, like what Nissan does.
3. Giving "professional" reviewers the fully loaded SE premium, and not countering their false claims (see Tesla responses to false reviews).

Making the NA model larger was not a mistake. Some people still see the i-MiEV as too small, even though it is very close in size to a RAV4 SUV (the RAV4 in this picture is also electric):
https://www.dropbox.com/s/xyu47bqw6hwa2 ... 9.jpg?dl=0

To grow on #3 above, some of the claims are flat out false, and the only people to counter and correct them are us owners in the comments sections. Some examples from The Fast Lane Car:

1. Top speed of 61 mph. No, it is 81 MPH, you need to push on the throttle, just as you do in any other car.
2. Claiming that Mitsubishi has bad priorities by making the USB port optional but the MiEV remote standard. Go through one winter without that remote, and you understand why it's standard equipment.
3. The lady needing to charge halfway across Washington, DC. The city is only 20 miles wide at the most. Plus, she used a level 2 when there are nearly a dozen quick chargers around (she reviewed the 2014, so quick charging is standard equipment).

They did about as bad a job as Top Gear did with the Tesla Roadster.

I'm very tempted to write a letter to Corporate, or maybe create my own commercial. How can I promote the i-MiEV to other people at EVents when there isn't one for sale within a 200-mile radius?
"Bear" - 2012 Diamond White Pearl ES with QC - 2/21/2013
"Koorz" - 2012 Cool Silver Metallic ES with QC - 1/5/2015
"Photon" - 2017 Bolt EV LT in Orange with QC - 7/31/2017

Solar-powered since 10/10/2013

Kuuuurija
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Re: Mitsubishi learns from previous electric mistakes

Sat Nov 07, 2015 1:18 am

$3000, was it too low or too high? Even with this add, the price for iMiev in US was significantly smaller compared with the price in Europe.

How many times/hours they advertised in TV/radio? How many TV/radio channels are you monitoring constantly? If the lack of knowledge of existence of this model was the main reason for low sales, then every sold car should improve awareness and sales should boost.

Maximum speed is evaluated at certain conditions. Downhill and back wind driving may give higher speeds than official maximum.

PV1
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Re: Mitsubishi learns from previous electric mistakes

Sat Nov 07, 2015 6:13 am

The rated max speed is 81 mph. I've done 70 mph uphill, 75 mph overall pretty easy. I have no doubt the i-MiEV can get to and maintain 81 MPH.

For what you got, I think $3,000 was too high, and the reviewers slammed the car because of that. I just put a full blown touchscreen head unit in my car for $420. The CHAdeMO option was $700 from the factory. Steering wheel controls cost another $1,800?

The i-MiEV outside the US has many more color options and convenience features. I've seen i-MiEVs with automatic power folding mirrors, leather interior, and LED headlights with leveling. No US i-MiEV has those even as options. Kei cars are not in demand in the US like they are elsewhere, and are priced accordingly. SUV and pickup trucks however, have a substantial premium in their price.

I regularly watch two networks, and have seen zero i-MiEV ads. The only one I've heard was a radio ad from a local dealer trying to clear his inventory, and it was piggybacked off of a Mirage commercial.
"Bear" - 2012 Diamond White Pearl ES with QC - 2/21/2013
"Koorz" - 2012 Cool Silver Metallic ES with QC - 1/5/2015
"Photon" - 2017 Bolt EV LT in Orange with QC - 7/31/2017

Solar-powered since 10/10/2013

Mart
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Location: Midtown, Jackson, Mississippi

Re: Mitsubishi learns from previous electric mistakes

Sat Nov 07, 2015 9:47 am

Kuuuurija wrote:$3000, was it too low or too high? Even with this add, the price for iMiev in US was significantly smaller compared with the price in Europe.

How many times/hours they advertised in TV/radio? How many TV/radio channels are you monitoring constantly? If the lack of knowledge of existence of this model was the main reason for low sales, then every sold car should improve awareness and sales should boost.

Maximum speed is evaluated at certain conditions. Downhill and back wind driving may give higher speeds than official maximum.


The price difference of vehicles sold in Europe vs. the US has much more to do with VAT and government imposed taxes than with the manufacturer. I no longer even see Mitsubishi advertisements, as there is no longer a local dealer to support. Top speed of 81 mph / 130 kph is more than enough to drive on US roads within legal speed limits while allowing a buffer for passing speed. Having the "wind at your back" is not an issue, as the car doesn't use sails for propulsion.

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