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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.

2017 Mitsubishi Outlander PHEV arrives in the US after a long wait

After years of delays, the 2017 Mitsubishi Outlander PHEV will finally go on sale in the US this fall, and the plug-in hybrid crossover will make its debut to the US public at the New York Auto Show. The model was originally supposed to arrive here in 2014, but various problems kept pushing back the date. The Outlander PHEV uses a 2.0-liter four-cylinder engine and an electric motor at each axle. A 12-kWh lithium-ion battery stores the energy. Depending on what the driver demands, the system can operate in three modes: full EV, series hybrid where the combustion engine acts as a generator for the battery, and parallel hybrid where the engine and motors work together. Mitsubishi isn't discussing US output or economy yet. Compared to the version in Europe and Japan, the company plans to tweak the Outlander PHEV for this market. The changes include things like removing support for CHAdeMO charging to due a lack of support here. When Mitsubishi showed the PHEV to journalists earlier this year, the styling was nearly identical to the standard Outlander. The only minor changes were the addition of the charging port and different badges. The Outlander PHEV will also be available with an array of safety and infotainment tech. For example, customers will be able to order a multi-camera system, Forward Collision Mitigation with pedestrian detection capability, Blind Spot Monitoring with Rear Cross Traffic Alert, and an infotainment system with Apple CarPlay and Android Auto. MITSUBISHI OUTLANDER PHEV MAKES U.S. DEBUT AT THE 2016 NEW YORK INTERNATIONAL AUTO SHOW • 2017 Mitsubishi Outlander PHEV to go on sale in United States in fall 2016 • Already the top-selling PHEV in Europe, Outlander PHEV is the world's first plug-in hybrid SUV • Outlander PHEV delivers SUV capabilities and EV fuel economy NEW YORK, NY March 24, 2016 – Mitsubishi Motors North America, Inc. (MMNA) today showed the much-anticipated production model of the all-new 2017 Mitsubishi Outlander Plug-In Hybrid Electric Vehicle (PHEV) at the 2016 New York International Auto Show. The Outlander PHEV is a perfect culmination of Mitsubishi's history of automotive excellence: 50 years of electromobility and decades of four-wheel drive technology honed on the international rally circuit. Featuring a highly efficient 2.0-liter gas engine and two high-performance electric motors, and Mitsubishi's superior Super All-Wheel Control (S-AWC) system, the Mitsubishi Outlander PHEV is a very capable PHEV.

Mitsubishi to add new crossover to US lineup

With crossovers of all sizes enjoying immense popularity with consumers, Mitsubishi is making a grab for some of the action with a third CUV offering. The as-of-yet unnamed vehicle is set to slot in between the baby Outlander Sport and the full-size Outlander, CEO Osamu Masuko told Automotive News ahead of the Tokyo Motor Show. Aimed squarely at the crossover-crazy US and European markets, this new vehicle will likely enter production two years from now. That should mean an auto show debut at Paris or Los Angeles in 2016, or at some point in early 2017. The new vehicle would duke it out with the redesigned Kia Sportage and Hyundai Tuscon. If it sounds like this new CUV would cannibalize some of its little brother's sales, you'd be right. To prevent this, Mitsu will tweak the sizes of the vehicles it currently offers. "The Outlander is growing in size, while the Outlander Sport is getting smaller, so it opens a space for the new SUV," Masuko told AN. "We need something to fit in between." Having a three-tiered CUV lineup might help Mitsubishi, which has enjoyed 26 percent sales growth through September this year. According to AN, over half of Mitsu's current sales come from the Outlander and Outlander Sport. Adding a third CUV would capitalize on a US market that's clamoring for light trucks and crossovers. Before the third model debuts, the next step for the brand will be the arrival of a plug-in hybrid Outlander. You can look for our review on that next year. Featured Gallery Mitsubishi eX Concept View 34 Photos News Source: Automotive News - sub. req.Image Credit: Mitsubishi Mitsubishi Crossover Economy Cars osamu masuko