If you don't learn from history, you're doomed to repeat it.
That's the saying, right?
In the world of small volume automakers, there are three Japanese brands that stand out from the Nissans and Toyotas of the world. That would be:
- Mitsubishi
- Subaru
- Suzuki
The problem is that only one of them has been successful -- Subaru.
But WHY?
Mitsubishi continues to have problems even after the Lancer -- and Lancer Evolution -- injected some buzz and interest in the brand. In November it named a new U.S. chairman and likely will need something drastic to put its ship on the right path.
Suzuki is, well, done in the U.S. market. It declared bankruptcy in November and is in the process of completely shuttering its business stateside. The top 50 dealers will become parts and service centers.
**We heard from a representative of FTI Consulting -- the co. driving Suzuki's Chapter 11 -- and they wanted us to include a clarification:
[NOTE: "American Suzuki Motor Corp is stopping new car sales in the US market. It filed chapter 11 and will focus on its motorcycle/ATV and marine businesses in the US. This month, 213 ASMC auto dealers, or 97% of the company's US auto dealer network, including the top 50 auto dealers, will become parts and service centers. ASMC will continue to honor all warranties."]
So, where did Mitsubishi and Suzuki go WRONG and where did Subaru go SO RIGHT?
To put things in perspective, Subaru is just killing it. After selling just under 267,000 units in 2011, current forecasts project that Subaru will move approximately 330,000 cars in 2012. Obviously this is a significant lift from 2011.