According to an in-house research done by Mitsubishi, the brand’s Lancer Evolution X is stealing new customers from luxury Japanese and German brands. Why? Mitsubishi says the Lancer Evolution X offers a ‘strong value proposition and excellent driving characteristics.’
The study showed that 38 percent of new customers opting for the Twin Clutch SST have been from luxury German brands while 31 percent have been from luxury Japanese brands. As for the manual transmission, 40 percent were returning Evo owners while 19 percent were from German brands and 20 percent from Japanese.
If that wasn’t surprising enough for you, Mitsubishi says that several supercars have been traded for the new Lancer Evolution X. One dealer handed over a Lancer Evolution X FQ-300 SST and a check for £90,000 ($179,320 USD) for a Ferrari F430.
Click through for the press release.
2008 Mitsubishi Lancer Evolution X:
LANCER EVOLUTION X”S VALUE AND PERFORMANCE DRAWS IN NEW JAPANESE AND GERMAN FANS
– Lancer Evolution X uses strong value proposition to draw in new customers from German and Japanese marques
New research suggests that the all-new Lancer Evolution X is drawing new customers into the brand from premium German and other Japanese marques. A strong value proposition and excellent driving characteristics are just two of the key drivers behind customer decisions.
Part Exchange Analysis
A comprehensive study of customers buying the Lancer Evolution X since it was launched in March 2008 has shown that 38% of the part exchanges offered against the cutting edge Twin Clutch SST (Sports Shift Transmission) have been from premium German brands, while 31% have been from other Japanese competitor brands.
Sales of the manual transmission have been dominated by the FQ-360 variant, with the majority (40%) coming from existing Evo owners. A further 19% of part exchanges came from premium German marques and 20% from other Japanese manufacturers.
Lance Bradley, Mitsubishi UK”s Sales and Marketing Director asserted that, “this shows that the new Evolution X is certainly attracting people out of German cars, especially into the SST, and that the manual gearbox car is not only attracting traditional Evo customers, but also customers of other Japanese marques.”
Furthermore, several super cars have been traded in against new Lancer Evolution Xs, with one dealer handing over a Lancer Evolution X FQ-300 SST and a cheque for £90,000 against a Ferrari F430.