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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.

Mitsubishi president resigns in wake of fuel economy scandal

Mitsubishi has announced the resignation of two of its top executives as the company is embroiled in a scandal over its fuel-economy figures. Chief among the resignations is Tetsuro Aikawa, the company's president and chief operating officer (pictured above at left, bowing), who assumed the position less than two years ago. Joining Aikawa-san on the way out is Ryugo Nakao, one of three executive vice presidents of the company and the man responsible for product planning and quality at Mitsubishi. Though two of his principal deputies are leaving, the top executive at Mitsubishi retains his seat for the time being. Osamu Masuko (pictured above at right, seated) serves as both chairman and CEO, however with Nissan assuming over a third of the company's ownership, Masuko-san could still be replaced. A shareholders meeting is scheduled for June 24, when Aikawa and Nakao's resignations are set to take effect. According to the statement below, the company "will decide on the successors of both Representative Directors at our board of directors' meeting and make an announcement promptly." The resignations of the top officials come in the wake of revelations that Mitsubishi had falsely reported the fuel-economy figures of its vehicles for decades. The broadening scandal was uncovered when Nissan tested vehicles which Mitsubishi manufactures on its behalf and found discrepancies. As his company prepares to take control of the ailing automaker, Nissan chief Carlos Ghosn says that the greatest challenge will be restoring Mitsubishi's reputation. In a similar development, Suzuki also admitted to improper fuel-economy testing. The rival automaker claims that the measures were taken without the knowledge of senior management. Related Video: Personnel Changes (Resignation) of Members of the Board Tokyo, May 18, 2016 - Mitsubishi Motors Corporation (MMC) announced resignation of members of the board as follows: 1. Member of the Board who will resign Tetsuro Aikawa President and COO, Representative Director Ryugo Nakao Executive Vice President, Representative Director 2. Reason for resignations As our announcement today on the Report to the Ministry of Land, Infrastructure, Transport and Tourism concerning improper conduct in fuel consumption testing of vehicles manufactured by MMC shows, MMC has caused tremendous trouble and concern to our customers and all of our stakeholders. Considering this, Mr. Aikawa and Mr.