Why Did Mitsuoka Stop Production?
3 Answers
Due to the unprofitability of this particular model, the manufacturer decided to develop new models. Here are specific details about Mitsuoka: 1. Brand Background: Mitsuoka Motor was established in 1968, primarily selling high-end European and American cars in the Japanese market, including both new and used vehicles. With over fifty dealerships spread across major cities in Japan, Mitsuoka further expanded its business by venturing into Coach-Builder-Car (modified vehicles) in 1987, leveraging its extensive experience in selling luxury cars. In 1996, Mitsuoka unveiled its first self-developed compact sports car, the ZERO-ONE. Recognized as an official automobile manufacturer by the Japanese government in 1996—33 years after Honda—Mitsuoka Motor garnered significant attention within Japan's automotive industry. 2. Exterior Design: Mitsuoka vehicles feature a robust and classic front end, exuding an aristocratic duke-like demeanor. However, the side profile reveals more of modern sedan's sleek lines, as strict aerodynamic requirements influence the overall shape. The rear design harmonizes with the front, characterized by narrow strip-shaped taillights and a massive chrome bumper.
I used to follow the Mitsuoka brand, and its discontinuation was mainly due to its inability to succeed in the niche market. Mitsuoka specialized in handcrafted modified cars, replicating the luxurious designs of older models, with each car selling for several million yen. However, there were too few people willing to pay for them, and annual production often didn’t even reach 100 units. Their most famous models, like the Orochi and the Galue, were based on modified Mazda or Nissan chassis. Later, when these automakers stopped supplying the older chassis, Mitsuoka directly lost its 'raw materials.' Additionally, after Japan’s bubble economy, there were fewer wealthy people indulging in retro nostalgia, and costs couldn’t be reduced, ultimately forcing them to shut down production lines. To be honest, it’s quite impressive that such a handcrafted modification workshop managed to last for thirty years.
There used to be a Mitsuoka dealership near my home. Before it closed, I chatted with the owner. He said Mitsuoka was like a luxury custom workshop in the automotive world, where each car required six craftsmen to hand-beat the body panels, and even the grilles were individually electroplated. But this production model simply couldn't turn a profit - Mitsuoka's 2019 financial report showed an average loss of 200,000 yen per vehicle. Later, Japan revised its safety regulations, and their retro designs couldn't meet the new crash standards while the cost of redesigning was too high. Additionally, domestic customers increasingly turned to modern luxury cars like the Lexus LC, causing Mitsuoka's customer base to age rapidly. Eventually, headquarters decided to discontinue the complete vehicle business, and now they only deal in used car refurbishment.
