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Mitsubishi NA gets new president and CEO

Last week, we told you that Mitsubishi will be getting a new global president, with Osamu Masuko stepping aside in favor of Tesuro Aikawa. The executive changes at the Japanese automaker are hitting closer to home, now, with official word that Mitsubishi Motors North America is getting a new president and CEO, as well. Effective March 1, Ryujiro Kobashi will take over for Yoichi Yokozawa, 49, who has been in charge since April of 2011. Yokozawa is headed back to Japan, where he will assume a spot in the company's corporate planning offices.
Kobashi, 53, has been with Mitsubishi since 1983 when he was fresh out of college. Previous to taking the top job in North America, he was installed as corporate general manager of the NA office at Mitsubishi's headquarters in Japan, where he coordinated regional operations for the US, Canada and Mexico. Before that, he held posts in planning, marketing, advertising and public relations for the company.
Kobashi takes over the company's North American operations at a pivotal time, when the region is finally showing signs of life after a prolonged period of stagnation. As Automotive News notes, Mitsubishi only sold 62,227 vehicles in the US in 2013, but that figure still represents an eight-percent increase. Its crossovers, the new-for-2014 Outlander and the two-year-old Outlander Sport have been selling relatively well, and the affordable Mirage subcompact is a new arrival at dealers.

2014 Mitsubishi Outlander

A Good Start On Halting The Slide
We'd like to say that Mitsubishi has had a tough time of it lately, but "lately" isn't exactly the proper descriptor since the brand's troubles have slowly built over the past decade or so. It cut back on its marketing and it cut model lines while leaving what remained in the equivalent of a product cryo-freeze. Then there was the financial crash and replacement models that didn't possess the same edge we expected from the house of the triple diamond. There was the lack of a North American chairman to fight for market-specific initiatives, and hence, models that lacked some of the details that US customers desired and that could sway buying choices in close races. True, that's a battle with an overseas headquarters that you'll hear from the US reps for almost every foreign automaker, but as you pile on the obstacles they multiply exponentially, not additionally. Or there's this: For more than a year, while its competition has been trumpeting new product, Mitsubishi hasn't had any new models. Like, at all.
That changes with the arrival of the 2014 Mitsubishi Outlander, an SUV that we're told will begin a new-product offensive over the next 18 months that - along with a much larger marketing budget - should begin to turn things around. This is the third generation of Mitsubishi's volume model, one that hasn't really been changed since it arrived in 2006 and wasn't just showing its age, but practically crowing about it.

Mitsubishi Outlander PHEV gets more power, range and capabilities

We've driven the Mitsubishi Outlander PHEV a couple of times now, and enjoyed it quite a bit. Even though it's the same version that's been kicking around other markets in its current form for a while now, it was efficient, pleasant to drive, and offers something that is pretty rare right now: a relatively affordable plug-in hybrid midsize crossover. Now, in its home market of Japan, the 2019 Outlander PHEV is getting some significant updates, including more electric power and a bigger gas engine, a bigger battery, improved suspension, two new drive modes and some design tweaks. To start, the PHEV's battery capacity increases from 12 kWh to 13.8 kWh. That boosts its all-electric driving range from 37.8 miles to 40.4 (under Japan's testing cycle). The rear electric motor/generator also gets a slight boost in power. The gas engine increases its displacement from 2.0 to 2.4 liters. The vehicle now offers Sport and Snow modes, and its 4WD Lock mode has been adjusted to better handle poor road surfaces. To improve its ride and handling, Mitsubishi added larger front and rear dampers with a new type of damper valve to the Outlander PHEV. A faster steering ratio and retuned electric power steering control promise better steering feel and response. Mitsubishi has also increased the structural rigidity in parts of the body. Design-wise, the updated Outlander PHEV gets full LED headlights and an updated grille up front. In the rear, there's a new spoiler that improves aerodynamics and gives it a sportier look. Inside, the leather seating gets a new diamond-quilt pattern, along with the door trim. The front seats are also reshaped for more support. The new updates seem like they'll make the Outlander PHEV even more attractive both in terms of performance and design. We doubt that Mitsubishi would choose not offer these improvements in other markets, including the U.S. We've reached out to Mitsubishi to see if and when we can hope to see the improved versions stateside, and we'll update if we hear back. Related Video: