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Mitsubishi leaving US? No, it's doubling its marketing budget

We rarely hear any major news coming out of the National Automobile Dealers Association (NADA) annual meeting in Orlando, FL, but Mitsubishi executives found this a fitting place to announce a big push for increased advertising here in the US. A report in Automotive News states that the struggling Japanese automaker is returning to advertising in prime time television for the first time since 2005, with the push slated to begin in June and July for the launch of the 2014 Mitsubishi Outlander shown above.
Despite dwindling sales and a shrinking lineup, Mitsubishi's new North American chairman, Gayu Uesugi, has said on multiple occasions that the automaker has no plans to abandon the US market. Spending extra money on marketing and advertising should be a good start to help improve sales, but a lack of fresh and competitive products is also keeping showrooms empty. Aside from the new Outlander, the AN report says that Mitsubishi spokesman Roger Yasukawa said that a "yet-to-be-named subcompact" will arrive this year, which suggests the unnamed hatchback shown below (known elsewhere as the Mirage), could be heading to the US after its North American introduction at the Montreal Auto Show last month.

2014 Mitsubishi Lancer to shrink

The aging, oft-forgotten Mitsubishi Lancer won't get a replacement until sometime in 2014, but a new report states that the next-generation model could be a relatively drastic departure from the car you see here. Mitsubishi Motors Corporation President Osamu Masuko told Australian site The Motor Report that the new Lancer will be smaller than the current car, going in a different direction than the vast majority of other automakers.
"The new Lancer will be a very new car, and will be sized somewhere between the current model and its predecessor," Masuko-san told The Motor Report.
There are both pros and cons to this decision. On the plus side, a smaller car means the Lancer will likely have a weight advantage over other vehicles in its class. That said, Mitsubishi will need to find ways to maximize interior space and create efficient packaging in order to still have its compact sedan remain competitive with strong offerings like the Hyundai Elantra, Chevrolet Cruze, Ford Focus and so on.

Mitsubishi to showcase eX crossover concept in Tokyo

The Tokyo Motor Show is coming up at the end of the month, and Mitsubishi isn't about to sit it out. That's where the Diamond Star automaker will unveil the eX Concept pictured here. The electric crossover concept packs what the company terms as a "next-generation EV system" into what looks at first blush like a rather dramatic design. Mitsubishi is telling us next to nothing about the eX and its specifications. However, it indicates that the concept incorporates an all-electric powertrain, all-wheel drive, an automated driving system, vehicle connectivity, and active safety systems. The automaker has also only revealed the one rendering above, but it bears all the hallmarks of a modern Mitsubishi concept like the ones we've seen in recent years. That includes the company's signature Diamond Shield front grille, flanked by narrow, angular headlights and oversized running lamps. Naturally, this concept rides on oversized wheels and boasts spindly little mirrors, all in an effort to tell us this is a bonafide show car and not a pre-production prototype. We'll look forward to seeing more in the near future, but in the meantime you can delve into what little Mitsubishi is telling us at this point in the press release below. Related Video: MITSUBISHI MOTORS LINEUP AT 44TH TOKYO MOTOR SHOW – ANOTHER STEP FORWARD WITH SUVS AND ELECTRIC POWER 08/10/15 from Mitsubishi Motors in the UK Print this page Add this release to Your Downloads TOKYO — Mitsubishi Motors Corporation (MMC) will unveil the Mitsubishi eX1 Concept, a compact SUV concept car, with a next-generation EV system at the 44th Tokyo Motor Show 20152. The concept car showcases MMC's next-generation electric vehicle (EV) technologies, a new take on the Dynamic Shield front design concept, and a vast range of other technologies for superior driving pleasure in a compact crossover package. MMC's display reflects the main theme of "Driving Beyond" – another step forward with SUVs and electric power. ELEGANCE & SUV & 100% ELECTRIC The Mitsubishi eX Concept is a vision for a unique all electric powered compact SUV aimed at the fast growing compact SUV market. It uses MMC's state-of-the art EV and all-wheel control technologies combined with automated driving, connected car, and active safety systems. Both exterior and interior design indicate the direction MMC Design is taking.