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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 wants a compact pickup for the U.S. market, but won't rush it

A Mitsubishi dealer told Wards Auto last year that "the most requested model at the brand's U.S. dealer meetings is 'a pickup truck, a pickup truck, a pickup truck.'" This month, Mitsubishi North America's COO told Wards that the carmaker has its eye on getting back to the compact pickup segment in the U.S., but that it will take time. "[We'd] have to have one that's the right fit for Mitsubishi," he said, "for our demographic, and something that's really competitive in the market." That wasn't the case with the last compact pickup the brand sold here, the Raider. A product of the Daimler-Chrysler alliance with Mitsubishi at the time, the Raider was a rebadged Dodge Dakota. The pickup sputtered through four years of meager sales, being pulled from the market in 2009. As part of the Renault-Nissan alliance, Mitsubishi's been put in charge of the group's next midsize body-on-frame platform, Automotive News reports. The chassis will underpin the next-gen Mitsubishi Triton (2019 model pictured), Nissan Navara and Renault Alaskan, and if Daimler continues the tie-up with Renault, the next Mercedes X-Class. It sounds like Mitsubishi has already made room for electrification, the COO telling Wards, "you start mixing in some of that electrification technology and these hybrid drivetrains, the aspect of performance is really going to change in the future." The carmaker does very well with its compact Triton pickup, sold in 150 overseas markets under that name as well as L200 and Strada. Wards says LMC Automotive predicts a Triton will come to the U.S. as a 2025 model, but we can't know how similar our model would be to the international model. Our Nissan Frontier, for instance, is not the same as the Frontier sold overseas, the global truck also known as the Navara and NP300. The five-year wait shows Mitsubishi won't be reckless with any new launch now that it has a vision and momentum to protect. The Japanese carmaker has posted sales gains in the U.S. for six straight years. The last two years surpassed 100,000 units, 2018 delivering a 14 percent jump over 2017 in spite of Mitsubishi having just four models on sale here.

Mitsubishi still wants to bolster US sedan lineup, investigating options

Mitsubishi looked healthy in 2014 with a nice sales boost for the year, but so far 2015 hasn't been quite so pleasant with news of product delays or outright cancelations. The Japanese brand isn't letting the setbacks get it down, though, and is still planning for the future. Perhaps the biggest recent disappointment was that Mitsubishi and the Renault-Nissan Alliance scuttled plans to bring a South Korean-built, midsize sedan to the US under Mitsu's branding. The scheme was first announced in late 2013 and would have given the Japanese automaker a replacement for the long-retired Galant. According to Automotive News, the decision came because high exchange rates with the Korean won and Japanese yen against the US dollar made the Asian-built vehicle too costly. Mitsubishi isn't throwing in the towel on the possibility of a larger four-door in the US, just yet. One solution might be retooling the company's US factory in Normal, IL. According to Automotive News, the plant current exports over half of the Outlander Sport units that it builds. That capacity could switch to a new sedan, some of which could also be for shipment abroad. The Outlander Plug-in Hybrid is also being delayed until the second quarter of 2015 in the US. The electrified crossover has proven popular in other markets but has seen multiple postponements in going on sale here. In the meantime, there are a few new products coming down the line. The Mirage Sedan is eventually launching in the US, and the Lancer is reportedly getting a refresh soon. News Source: Automotive News - sub. req.Image Credit: Koji Sasahara / AP Photo Plants/Manufacturing Mitsubishi Sedan