The All-Electric Kei Car That Bombed In The USA – CarBuzz

Those of you who follow the Japanese Domestic Market will know of the kei car, a tiny category of vehicle made specifically for Japan’s urban centers and beyond. The nexus of the kei car was, in essence, tax subversion via legal means. Kei cars are built to specific size and engine displacement standards, which allow them to be taxed less than normal vehicles in Japan. It’s a genius way to get around a rather oppressive issue.

Kei cars never really caught on in the US, simply because we lack the sort of taxation that Japan has, along with the fact that our country is gigantic and things are, generally, spaced out quite a bit further than they are in Japan. This means driving three hours one way in a tiny kei car would be miserable, so we tend to stick to the bigger vehicles for that reason, among others. It’s also simply not in our automotive culture to drive tiny cars. So, when Mitsubishi released the tiny electric i-MiEV kei car in the US, it seemed it was expecting us to behave a bit differently than we normally do, and it didn’t go well.

2017 Mitsubishi i-MiEV

Base MSRP

$22,995

Base Trim Engine

Electric

Base Trim Drivetrain

Rear-Wheel Drive

Base Trim Horsepower

66 hp

Base Trim Torque

145 lb-ft

Base Trim Curb Weight

2,579 lbs

Fuel Economy

121/102 MPG

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The Mitsubishi i-MiEV: A Futuristic Electric Mouse

Key Facts About The US-Spec Mitsubishi i-MiEV

• Introduced in Q4 2011
• Featured a base price of $29,125
• Rated for a maximum driving range of 62 miles
• Discontinued following the 2017 model year

The Mitsubishi i-MiEV – “MiEV” standing for “Mitsubishi innovative Electric Vehicle” – was first introduced in the Japanese market in 2009 as a fleet vehicle, with civilian sales starting in 2010. This coincided with sales in the international Asian, Australian, and European markets. It wasn’t until 2011 that the i-MiEV hit US shores. What’s more, the US version was altered, sporting a slightly enlarged body and more features.

The Mitsubishi i-MiEV sports a rear-mounted motor, much like a Porsche 911, but the similarities end there. The i-MiEV was meant to be a city runabout through and through, with a range of just barely over 60 miles and a top speed of just 80 mph. Upon its US introduction, the EPA recognized the little i-MiEV as the most efficient car ever sold on the American market until it was beaten by the 2012 introduction of the Honda Fit EV.

Mitsubishi had hoped the i-MiEV would provide American customers with an affordable and efficient way to get from point A to point B within the confines of major cities, but a base MSRP at launch of nearly $30,000 for a subcompact hatchback was anything but affordable. Its driving range wasn’t great, either, but viewed as a car that would never leave the confines of a city, it wasn’t a dealbreaker. After all, in places such as Chicago, a battery range of 62 miles and a top speed of 80 mph is plenty for day-to-day commuting and leisure. However, the tastes and preferences of American automotive consumers vary slightly from the rest of the developed world.

The i-MiEV’s Unique Powertrain

The US-spec Mitsubishi i-MiEV came equipped with a single, rear-mounted permanent magnet-synchronous electric motor hooked up to a lithium-ion battery. In total, the i-Miev’s battery contained 88 individual cells and was charged via a standard Type 1 AC charge port, with an optional, $750 CHAdeMO fast-charging port. Interestingly, prospective i-MiEV buyers were required to have a home electrical system inspection, for which a $99.99 fee was charged.

Apart from its motor, the i-MiEV sported a single-speed reduction gear transmission, along with a regenerative braking feature consisting of two built-in selections wired into the i-MiEV’s gear selector. The regenerative braking operates similarly to the systems we see today, utilizing a one-pedal braking mode wherein kinetic energy is sent back into the battery via energy absorption that takes place in the i-MiEV’s braking system.

Three grades were available in the US market, beginning with the base ES trim. Moving up one would award you the SE trim, with a base price of $31,125. SE-trimmed i-MiEVs were granted features such as fog lights and higher-spec alloy wheels. The top-end trim, coined the SE Premium, was priced at $33,915 and offered an HDD navigation system as standard, along with a better audio system and two-tone interior color options.

The i-MiEV Just Wasn’t Meant For The US

Sales were slow from the start for the little US-bound i-MiEV. During its first full model year in 2012, Mitsubishi only managed to shift 588 examples in select states consisting of Hawaii, California, Oregon, and Washington state. By 2013, the i-MiEV was on offer throughout the northern East Coast as well, and sales were bumped up a bit to 1,029 units as more Mitsubishi dealers offered them.

However, for its final full model year, 2014, sales dipped drastically to just 196 units. This large decline came after Mitsubishi gave the i-MiEV a slight refresh for the 2014 model year that included a standard fast-charging port, heated mirrors, and rear door speakers, among others. It seemed all the folks who were interested in buying an i-MiEV had already gotten one of their own, and the rest of the country was content to carry on driving their larger, ICE-powered cars. The high price also didn’t help things, and while by the end of its run, the 2017 i-MiEV had dropped its base MSRP below $23,000, it was simply too little too late for a car with limited appeal.

The US Simply Has No Love For The City Car

Despite having a couple of the most populous cities in the world, the US just doesn’t seem to vibe well with the city car, or microcar. There have been numerous attempts, with the most successful ones being models such as the Smart ForTwo and the Scion iQ, but even those had their issues with popularity in the US. They just don’t seem to mesh well with American automotive culture.

The US is a spread-out country, with many working Americans commuting over 27.6 miles one way to work, or roughly 55 miles driven every work day. Doing that in a tiny car meant for dawdling about the city at 25 mph can be uncomfortable. Not to mention, a 54-mile commute in the i-MiEV, with a maximum range of 62 miles, would bring on a clear case of range anxiety. The i-MiEV is now an all-but-forgotten footnote in the American car market, but it’s a reminder of a time when Mitsubishi was bold enough to try to capture the early-adoption market.

Sources: Mitsubishi, NHTSA, Census.gov