Mitsubishi Lancer SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Mitsubishi Lancer analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Mitsubishi Lancer SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Mitsubishi Lancer to benchmark its business & performance as compared to the competitors and industry. As of 2020, Mitsubishi Lancer is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Mitsubishi Lancer competitors and includes Mitsubishi Lancer target market, segmentation, positioning & Unique Selling Proposition (USP).

Mitsubishi Lancer SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Mitsubishi Lancer Brand Analysis
Parent Company

Mitsubishi Motors





Tagline/ Slogan

Own the road


Affordable premium sporty sedan

Mitsubishi Lancer STP
Mitsubishi Lancer Segmentation

People who want to drive an affordable luxury car

Mitsubishi Lancer Target Market

Young executives from the upper-middle income bracket

Mitsubishi Lancer Positioning

For people who will own the road when they drive the Lancer

Mitsubishi Lancer SWOT Analysis
Mitsubishi Lancer Strengths

Below are the Strengths in the SWOT Analysis of Mitsubishi Lancer:

1. Between its introduction in 1973 and 2008, over six million Lancers had been sold
2.Lancer has been known as the Colt, Dodge/Plymouth Colt, Chrysler Valiant, Chrysler Lancer, Eagle Summit, Hindustan Lancer, Soueast Lioncel, Carisma, and Mirage in various countries at different times
3.One of the most popular car brands in the world, especially Asia, Europe and Australia
4.Excellent brand visibility and good servicing
5.Sporty looks popular with people who want car-modifications

Mitsubishi Lancer Weaknesses

Here are the weaknesses in the Mitsubishi Lancer SWOT Analysis:

1.Distribtution is lesser as compared to other popular competing brands
2. Controversy over clutches, Gearbox , Transmission impacted brand

Mitsubishi Lancer Opportunities

Following are the Opportunities in Mitsubishi Lancer SWOT Analysis:

1.Fast growing automobile market

2.Increasing purchasing power parity

3.Use the strong global brand presence
4.Need to work on bringing hybrid and eco-friendly models

Mitsubishi Lancer Threats

The threats in the SWOT Analysis of Mitsubishi Lancer are as mentioned:

1.Intense competition

2.Government regulations and increasing fuel prices

3.Improvement in public transport

Mitsubishi Lancer Competition

Below are the top 6 Mitsubishi Lancer competitors:

1.Honda City
2.Toyota Corolla
3.Hyundai Accent
4.Chevrolet Optra
5.Fiat Linea
6.Maruti SX4

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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