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The Mitsubishi Lancer, a compact car manufactured by Mitsubishi Motors, has been a staple in the automotive industry since its introduction in 1973. The first generation of the Lancer was launched in February 1973, and since then, it has undergone several transformations to stay relevant in the market.

In this article, we will take a closer look at the history of the Mitsubishi Lancer, its various facelifts, and its marketing strategies across different countries. We will also explore why the car was discontinued worldwide except for Taiwan and China.

The first generation of the Mitsubishi Lancer, known as the A70, was designed to fill the gap between the Minica kei car and the larger Galant. The car underwent an extensive facelift in the late 1990s by Pininfarina's Chinese offices, which gave it a new look that appealed to a wider audience.

Over the years, the Lancer has been marketed under various names across different countries. In Japan, it was sold as the Mitsubishi Galant Fortis since 2007, while in Taiwan, it was marketed as the Mitsubishi Lancer Fortis with a different facelift than the Galant Fortis. The car was also known as the Colt Lancer, Dodge Colt, Plymouth Colt, Chrysler Valiant Lancer, Chrysler Lancer, Eagle Summit, Hindustan Lancer, Soueast Lioncel, and Mitsubishi Mirage in various countries.

Despite its success, Mitsubishi Motors decided to discontinue the production of the Lancer worldwide except for Taiwan and China in August 2017. However, this move did not come without a reason. The car had been on the market for over four decades, and its sales had started to decline significantly.

Between its introduction in 1973 and 2019, more than six million units of the Lancer were sold worldwide. This is a testament to the car's popularity and its ability to adapt to changing consumer preferences.

In conclusion, the Mitsubishi Lancer has been an iconic car that has captured the hearts of many drivers around the world. Its long history, various facelifts, and marketing strategies have made it a staple in the automotive industry. Although it is no longer being produced worldwide, its legacy will continue to live on through the millions of units sold over the years.

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