Mitsubishi Mover

Not so long ago, Mitsubishi Motors looked primed to join the Japanese Big 3 automakers as a heavyweight player in the U.S. market.

General Motors owned a share of the company. Mitsubishi churned out sedans, sports cars, crossovers — even a pickup truck — that boasted steady production figures.

Then in the mid-2000s, sales tumbled nationwide. No one thing triggered the slide. But in the past couple of years, the brand was heading the way of Isuzu, once a fellow major player from Japan that has all but left the retail market today.

As it turned out, Mitsubishi didn’t join Honda, Nissan and Toyota on the first tier of Japanese automakers but neither has it flamed out. GM sold its ownership stake and the company’s business stabilized, although it is well below record levels.

Those less than blistering sales don’t disturb Mark Hoover, president of Hoover Automotive Group. Earlier this year, the group took a forceful step to annex the local Mitsubishi franchise. It had gone dormant when Charleston Mitsubishi, which had ownership ties to Stokes Automotive Group, closed late last year.

After brief negotiations, Hoover Automotive landed the franchise. The new store, located in Hoover’s former Chrysler digs at 2250 Savannah Highway, began selling Mitsubishis in mid-February. Signs should be installed shortly, Hoover said.

The move isn’t far geographically. Charleston Mitsubishi was situated a few blocks up the street. But distance has little to do with sales. Hoover became more comfortable after learning about Mitsubishi’s desire to set a manageable future course.

“Mitsubishi is trying to decide what they are going to be,” Hoover said. “They decided to specialize in selling small- to medium-sized Japanese cars, going back to their roots so to speak.” Mitsubishi is also exploiting its technological prowess; as a corporation, its has a leading share in the electronics field such as flat screen TVs, he said.

While drawing on its automotive history, Mitsubishi is taking steps to upgrade its offerings. “There are several new products in the pipeline,” Hoover said.

The restyled 2011 Eclipse sports coupe should arrive in the dealership by next month. Meanwhile, the carmaker debuted the redesigned 2010 Outlander crossover utility a few months ago. “Since it has been introduced, it has sold more every month,” Hoover said.

The brand also builds the Endeavor sport utility, Galant midsized sedan, Lancer small sedan, versatile Lancer Sportback and turbocharged Lancer Evolution.

Hoover says the carmaker has a reputation for dependability. He cited a Consumer Reports finding in its recent Top 2010 Cars issue in which Mitsubishi placed third in predicted reliability across all models, a sign that its lineup is solid top to bottom.

Mitsubishi is also eco-friendly, with three models posting EPA highway ratings of 28 miles per gallon or higher. Surrounding Hoover in his office are framed posters of carmaker advertising such as “Think Green,” sporting a Mitsubishi parked in the woods.

The dealership will have 70 or so new Mitsubishis on the lot at any one time. Last week, a yellow Eclipse Spyder convertible and Lancer Evolution were in the showroom.

About 35 employees will work out of the Savannah Highway building in sales, service, parts and the body shop. The property also houses Hoover's pre-owned car superstore. A half-dozen people will work directly for the Mitsubishi operation.

Hoover is the dealership’s general manager and Billy Conyers is general sales manager.

Even though the West Ashley outlet has been devoid of new cars for less than a year since Chrysler pulled its franchise, Hoover said he's glad to be back to selling new vehicles on the so-called “Auto Mile.”

“It feels good,” he said. “Hopefully, we are getting in at the right time.”

Reach Jim Parker at 937-5542 or jparker@postandcourier.com