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All eyes on Mitsubishi’s all new L200

The all new L200 pick-up is the most important launch in Mitsubishi’s history, according to director of sales and marketing UK, Lance Bradley.

Never has one of its vehicles started life with such high sales expectations. The L200 range has been the market leader since 1998, and at its peak in 2003 the range accounted for 45% of all pick-up sales (12,574 units).

For 2006, Mitsubishi is predicting sales of 9,000 units rising to 13,000 in 2007, and early signs are promising. More than 1,000 advance orders have been taken, despite dealers having no physical example of the new vehicle to show customers.

With such early demand and healthy volumes forecast, Mitsubishi retailers should be facing a profitable year.

Jim Tyrrell, managing director of Mitsubishi Motors UK says: “Our dealers can expect base margins of 8%. Adding volume bonuses and accessory sales, they can potentially expect 15%-17% margin.”

As with the outgoing model, accessories will be a key revenue stream for retailers. The old L200 saw an average spend of £700 per vehicle on accessories. For the new vehicle, Mitsubishi Motors UK expects this level to rise to between £1,000-1,500.

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