New research suggests that the all-new Mitsubishi 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 Mitsubishi 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.Published 30 June 2008