Mitsubishi's Canadian Sales Up Dramatically over Last Year

"Our goal is in the next three to four years to be between 1 to 2 percent market share," Gilligan said. "That's where we feel we

The popular Lancer compact sedan is seeing sales that are up 14.5 percent over the first quarter of 2005 compared to the same time period last year. (Photo: Alexandra Straub, Canadian Auto Press)

can perform in this industry."

Mitsubishi isn't anywhere close to 1 or 2 percent market share in Canada, but if its current trajectory can be maintained it will without doubt make a significant dent in the automotive landscape north of the 49th.

For instance, the brand's popular Lancer compact sedan is seeing sales that are up 14.5 percent over the first quarter of 2005 compared to the same time period last year, a gain any automaker would be thrilled to announce. Also of interest, among Lancer sales the model's top-trim Ralliart version makes up 43.4 percent of sales, meaning that Mitsubishi isn't selling stripped down economy models as much as top-tier

The biggest improvement comes from the midsize Endeavor crossover, up 58.2 percent compared to Q1 of last year. (Photo: Shawn Pisio, Canadian Auto Press)

sports variants, much better for the bottom line and also showing that its buyers aren't choosing the brand for price alone.

"We're getting the enthusiast driver," commented Laframbroise. "People aren't just buying our cars on the price factor."

The most impressive news is that Lancer hasn't shown the largest gains. Quite to the contrary, the biggest improvement comes from the midsize Endeavor crossover, up 58.2 percent compared to Q1 of last year.