Mitsubishi’s
new i City Car has been a run-away success since it was launched in
the UK in July 2007.
The first
batch of 300 units sold out within two and a half weeks of going on
sale, and over 50% of the second batch have been sold before the
vehicles even hit UK soil. Over 1,500 units are already planned for
sale in 2008, with more available if sales continue to be strong.
Mitsubishi has
conducted extensive research of i’s customers, discovering that 83%
of buyers were not previously Mitsubishi owners. They also surveyed
the key factors influencing the purchase decision. The vehicle’s
compact size was the most important factor, with price and high
specification coming second. The car’s environmental credentials and
styling were also rated in the top 5 reasons for the vehicle’s sales
success.
Town and city
dwellers accounted for 76% of buyers, predominantly in the South
East of England where the threat of additional tax and Congestion
Charges loom on the horizon.
Lance Bradley,
Mitsubishi’s Sales and Marketing Director, remarked that “we have
proven that Mitsubishi can successfully operate in multiple industry
segments. The i has successfully showcased Mitsubishi’s
environmental credentials in advance of a range of clean diesel
vehicles and even the amazing zero-emission electric i in the next
two years.”