Mitsubishi 3000gt Vr-4 Coupe 2-door 3.0l Twin Turbo Awd All Wheel Steering on 2040-cars

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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.

Mitsubishi to offer new Galant, Montero in US?

We admit it - we've been skeptical about Mitsubishi's fortunes here in the US for a long time now, and this month's reveal of the 2014 Mirage subcompact at the New York Auto Show didn't do much to quell our consternation. Yes, the Mirage should attract a certain portion of the buying population based on what will likely be the best fuel economy figures in its segment and a low price, but the profitability of basic small cars is limited even under the best of circumstances. Mitsubishi is clearly going to need something meatier in its portfolio if it wants to get back on track financially.
Help appears to be on the way. According to The Detroit Free Press, Masatoshi Hasegawa, the company's executive vice president here in North America, has confirmed that at least two more models are destined for the company's US dealerships, and it looks like they're going to be entries into higher-volume, higher-margin segments. Hasegawa pledges that the company will overhaul its lineup over the next two to three years, and one of them will be a successor to the often-ignored Galant, a midsize sedan we last saw for the 2012 model year.
And what of the other model? Apparently it will be an unnamed "bigger brother" for the new 2014 Outlander, an acknowledgment that suggests Mitsubishi is considering bringing its Montero/Pajero SUV back to the States. Earlier this month, we heard a report that a next-generation model for the venerable off-roader remains a few years out, but it's possible Mitsubishi might import the current aging model before the new one is produced. A big shift is said to be in the works for the fifth-generation model, with a massive weight loss and possible plug-in hybrid variant tipped as top goals for the program.

Junkyard Gem: 2005 Mitsubishi Lancer Ralliart Sedan

Ever since I pined for a new Starion while I was driving a beige Toyota sedan in high school, I've had a great affection for sporty Mitsubishis. That means that I keep my eyes open for such cars while making my appointed junkyard rounds, especially the more obscure machines. Cordia Turbos, Tredia Turbos, Colt Turbos, Conquests, and — of course — interesting variations on the Lancer theme (no, not this kind of Lancer, nor this kind) make up my Mitsubishi junkyard-photography shopping list. Just recently, I spotted this 2005 Lancer Ralliart in a Denver yard, right next to a clean 2006 MINI Cooper S. The O-Z Rally Edition Lancers sold very well in Colorado, and so I find plenty of them (nearly all missing their original O-Z wheels) in the car graveyards in these parts. Most of the O-Z Lancers came in bright yellow paint. When I spotted a discarded yellow Lancer with special decklid badging, I thought I had run across yet another cool-looking-but-slow, appearance-package Lancer. A closer look (and a VIN check, because car owners "upgrade" with badge swaps all the time) revealed the truth: not a dime-a-dozen O-Z Rally but a genuine, numbers-matching Ralliart! As a matter of fact, I do find Lancer Evolutions (and Subaru WRXs) in Colorado U-Wrench-type yards, but they're always so thoroughly crashed and/or gutted that I don't bother photographing them. The 2005 Ralliart was no Evo, of course, but it came with a 162-horsepower 4G69 2.4-liter straight-four instead of the regular Lancer's 120-horse 4G94. Throw in the Ralliart's four-wheel-disc brakes plus its suspension upgrades, add the front seats out of the Japan-market Evolution GTA, and you had a reasonably quick car for just $18,499 (about $25,000 in 2019 dollars). That was a pretty good deal, at a time when the Dodge Neon SRT-4 cost $20,700, the Chevy Cobalt SS started at $21,995, the Volkswagen 1.8T GTI went for $19,510, and the Honda Civic Si cost $19,220 (though all but the Civic Si boasted more power than the Lancer Ralliart). A five-speed manual came as standard equipment on the Ralliart, though I fear many (probably most) American buyers chose the optional slushbox. This car has the five-speed. In theory, the powertrain from this car ought to be a not-too-difficult swap into any number of cheap-as-dirt 1980s Dodge/Plymouth Colts, and I hope some Colt-owning junkyard shopper grabs the guts from this car for that purpose.