1994 Mitsubishi Eclipse 2.4l Turbo Dsm 1g 6 Bolt Gst Must See on 2040-cars

Auto blog

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 Outlander PHEV delayed until early 2016 in US

The Mitsubishi Outlander Plug-in Hybrid has been a noteworthy success for the Japanese brand with over 33,000 sales sold worldwide as of the summer of 2014. Unfortunately, the electrified crossover has seen continual delays for its planned North American debut. The latest news about the model pushes back its launch even more. The Outlander PHEV now isn't slated to go on sale in the US until roughly April 2016, according to Mitsubishi North America Executive Vice President Don Swearingen in Automotive News. Dealers are clamoring for the plug-in hybrid crossover, though. "That is going to be a vehicle that really sets us apart from the competition," said Ryan Gremore, 2015 chairman of the Mitsubishi National Advisory Board, to AN. Multiple postponements have plagued the Outlander PHEV in arriving to the US. It was once rumored to launch here in the fall of 2014, but a battery shortage pushed the date to 2015. Subsequently, a California mandate to fit a sensor to monitor degradation of the lithium-ion batteries caused another delay until late 2015 or early 2016. In foreign markets, the Mitsubishi CUV plug-in offers a 12-kWh battery and electric driving range of about 30 miles. However once sales actually begin, the US version is supposed to be completely different with a retuned hybrid system, which could alter these figures. The styling and interior are also supposed to see a change, possibly like the attractively reskinned PHEV Concept-S from the 2014 Paris Motor Show.

Mitsubishi looks to crossovers and EVs for US success

Say what you will about Mitsubishi, but the Japanese automaker is slowly seeing a resurgence here in the United States. December 2015 marked the company's twenty-second consecutive month of year-over-year sales increases, and looking at last year as a whole, Mitsubishi's sales were up 23 percent over 2014. Ken Konieczka, Mitsubishi's vice president of sales operations, says that in order to stay successful, the company will bet big on crossovers and electric vehicles in the coming years. And that means a relatively aggressive product plan here in the US. First up, a brand-new CUV will launch in early 2018, previewed by the eX Concept that debuted at last year's Tokyo Motor Show (pictured). Konieczka says Mitsubishi is making room for this new crossover in its lineup – the Outlander will slowly get bigger, and the Outlander Sport will get smaller. The production version of the eX will slot between those two. Speaking of the Outlander siblings, both will be replaced in the next five years. A new, larger Outlander will arrive in 2019, and the smaller Outlander Sport will arrive in 2020. To fulfill the electric side of the business, Konieczka confirms the next Outlander Sport will sprout an EV variant, and the Outlander plug-in hybrid will launch in the United States later in 2016, as a 2017 model. As for the rest of the company's portfolio, Mitsubishi will offer the updated Mirage hatchback and new G4 sedan later this year. The future for the Lancer, however, looks grim. Konieczka says Mitsubishi still can't find an OEM partner to help create and produce a new Lancer, and our gut says the compact sedan will be phased out in the very near future. "We made a lot of mistakes," Konieczka admits, saying Mitsubishi was "spread too thin [and] had too many models" in the past. This new, more focused approach on EVs and crossovers certainly sounds promising, and will hopefully help Mitsubishi continue its slow growth here in the US market. Still, we won't know for sure until the new products actually reach showrooms. But for now, at least, things are steadily on the rise.