Those familiar with the Japanese Domestic Market (JDM) are likely aware of the kei car, a compact vehicle category specifically designed for Japan’s dense urban centers and beyond. The concept behind kei cars was essentially a form of tax optimization accomplished legally. Built to meet specific size and engine displacement standards, kei cars qualify for lower taxation than standard vehicles in Japan—a clever workaround to a challenging fiscal issue.
Kei cars never truly gained traction in the United States, primarily due to the absence of a similar tax environment and the vast geographical distances that characterize the country. Driving three hours one-way in a small kei car would be less than ideal, which, among other factors, leads us to favor larger vehicles. Moreover, small cars simply aren’t embedded in our automotive culture. When Mitsubishi introduced the tiny electric i-MiEV kei car in the US, it seemed the company anticipated a shift in consumer behavior, a gamble that didn’t pay off.
The i-MiEV’s US Debut
The Mitsubishi i-MiEV, which stands for “Mitsubishi innovative Electric Vehicle,” first appeared in Japan in 2009 as a fleet vehicle, with consumer sales commencing in 2010. Simultaneously, the car was launched in international markets including Asia, Australia, and Europe. The i-MiEV arrived in the US in 2011. The US version had a few modifications, with a slightly larger body and more features.
Unique Design and Performance
The i-MiEV featured a rear-mounted motor, a design element reminiscent of the Porsche 911. However, the similarities ended there. The i-MiEV was primarily designed for city driving. It offered a range slightly exceeding 60 miles and a top speed of 80 mph. Upon its US launch, the Environmental Protection Agency (EPA) recognized the i-MiEV as the efficiency leader in the American market until the 2012 Honda Fit EV was introduced.
Mitsubishi hoped the i-MiEV would become a practical and economical option for Americans commuting within major cities, but the initial base MSRP of almost $30,000 for a subcompact hatchback seemed far from affordable for many. The driving range was also modest, but it might have been less of a concern strictly for a city car. In cities like Chicago, a battery range of 62 miles paired with a top speed of 80 mph could have facilitated daily commuting and recreational activities. However, the preferences and tastes of American automotive consumers differ slightly from those in the rest of the developed world.
Drivetrain and Technology
The US-spec Mitsubishi i-MiEV was equipped with a single, rear-mounted permanent magnet-synchronous electric motor and a lithium-ion battery. The battery comprised 88 individual cells and could be charged via a standard Type 1 AC charging port, with an optional CHAdeMO fast-charging port available for $750. Prospective i-MiEV buyers were required to undergo a home electrical system inspection, which cost $99.99. Apart from the motor, the i-MiEV featured a single-speed reduction gear combined with a regenerative braking system. This system offered two settings integrated into the gear selector, operating to return kinetic energy to the battery during braking through energy absorption.
Trim Levels and Pricing
Three trim levels were available in the US market starting with the ES trim. Stepping up to the SE trim brought features like fog lights and higher-spec alloy wheels, priced at $31,125. The top-end trim, the SE Premium, cost $33,915 and included a standard HDD navigation system, an upgraded audio system, and interior color options.
The i-MiEV’s Limited Success in the US Market
Sales figures for the US-bound i-MiEV were low from the start. During its initial full model year in 2012, Mitsubishi sold only 588 units across select states, including Hawaii, California, Oregon, and Washington. By 2013, the i-MiEV was offered throughout the northern East Coast, leading to a slight sales increase to 1,029 units as more dealerships carried it. However, for its final full model year, 2014, sales declined significantly to just 196 units. This drop followed a model refresh for 2014 that included features like a standard fast-charging port, heated mirrors, and rear door speakers. It appeared the early adopters had already bought their i-MiEVs and that the remainder of the American market was happier with their larger, gasoline-powered vehicles. The i-MiEV’s high price didn’t aid its cause. Although the 2017 i-MiEV’s base MSRP dropped to just under $23,000, it was too little, too late for a specialized car.
The City Car’s Struggle in the US
Despite having some of the world’s largest metropolitan areas, the US doesn’t readily embrace city or microcars. Numerous attempts have been made. Among the more successful were models like the Smart ForTwo and the Scion iQ, but even these faced popularity challenges in the US. They simply don’t resonate with the American automotive culture. The US is a geographically vast country where many Americans are commuting over 27.6 miles one-way to work, totaling roughly 55 miles per workday. Driving this distance in a tiny car designed for city travel at 25 mph can be uncomfortable. Additionally, a 54-mile commute in the i-MiEV, close to its maximum 62-mile range, would likely induce “range anxiety.” The i-MiEV is now a largely forgotten aspect of the American car market, but it presents an example of Mitsubishi’s early adoption efforts.
[Image: The Mitsubishi i-MiEV, a small electric car, parked in a parking lot.](https://static0.carbuzzimages.com/wordpress/wp-content/uploads/2024/03/567670-5.jpg)
Sources: Mitsubishi, NHTSA, Census.gov
