Mitsubishi's price cuts brought an instant reaction from the buying public. More calls went through the dealer network in two days than in the previous month and dealers increased their daily order rate from 25 cars to 150.
“Sixty per cent of the network booked ads without any subsidy from us - that's confidence and confidence makes markets,” said Mr Williams.
The price cuts do not affect Space Wagon, Shogun, Challenger or 3000GT. And the new entry-level £7,995 Colt 1.3 GL is a lower specification option than the previous cheapest model, the £11,665 Colt 1.3 GLX.
Reaction to the new Pinin, now on sale from £13,995, has been so positive that Mitsubishi has revised its sales target from 3,000 to 4,000 units a year. With the all-new Shogun due in March, prices of the run-out model also stay unchanged.
Mr Williams is confident that Mitsubishi will take 1.3% of the UK market next year. The target is 2% but with no timescale.