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Mitsubishi's first US chairman since 2007 charged with revitalizing brand

Have a look at Mitsubishi North America's vehicle page and you'll find seven cars in four model lines: i-MiEV electric hatch, Lancer sedan, Lancer Evolution and Sportback, Outlander and Outlander Sport, and Galant sedan. The Galant has 3.9 tires in the automotive grave, and the only hope for mainstream excitement, the Eclipse coupe and Spyder, had hemlock poured down their crankcases last year. Increasing the quotient of bleak, the Lancer isn't due for a refresh until 2014, the coming Outlander PHEV will sell in miniscule numbers when it does arrive, a little sports car has been nixed and the only other Mitsu being considered for our landmass is the Colt, which, for its stellar fuel economy numbers, looks like a car designed by Pikachu. There's also that matter of declining NA market share in a rising overall market, Mitsubishi's piece of the total pie currently hovering around the 0.4-percent mark according to Automotive News.
The company has decided to do more about it, reassigning Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group Gayu Uesugi to be the new chairman of Mitsubishi Motors North America. It will be the first time in five years that someone has filled the chairman position at MMNA.
The hope is that with Uesugi's 35 years with the company, his experience in the company's global product plan and his success in emerging market strategy, he's the man to "[develop] a product plan and growth strategy for the US market" that will put things right. Or at least better. He will work with Yoichi Yokozawa, who has been CEO of MMNA since last year. There are more details on the move in the press release below.

Junkyard Gem: 2003 Mitsubishi Diamante LS

While Chrysler started selling Dodge- and Plymouth-badged Mitsubishis in the United States starting with the 1971 model year, Americans couldn't buy new cars with the Mitsubishi name until 1983. Thirty-five years later, Mitsubishi is down to just four models on these shores, all of which cater to the lower end of the market. However, from 1992 through 2004, Mitsubishi tackled the luxury market with its Diamante big sedan. Here's a very rare second-to-last-model-year Diamante, spotted in a Denver-area wrecking yard. I have documented plenty of Mitsubishis during my junkyard explorations, but these late Diamantes have been tough to find (though I have spotted a Diamante wagon). Sales of this car weren't great given that Mitsubishi's name didn't exactly resonate with luxury shoppers. Not when there was a Lexus ES around that did the same thing with a proper premium badge and brand. Second-generation Diamantes sold outside of Japan were built in Australia. Mitsubishi got its money's worth with the 6G7 series of V6 engines, starting with the 1986 Galant and continuing in trucks to the present day. Endless Chryslers of the 1980s, 1990s and 2000s also received 6G72 power. This car has the DOHC 3.5-liter 6G74 version, rated at 205 horsepower. The interior is pretty nice, in its turn-of-the-21st-century manner, and the fact that this car has an ignition key means that it's probably an insurance total or a dealership trade-in. The nose shows evidence of a fender-bender, and that's enough to doom a forgotten luxury car like this. Next stop: The Crusher. Related Video: Featured Gallery Junked 2003 Mitsubishi Diamante LS View 20 Photos Auto News Mitsubishi Automotive History Sedan

Mitsubishi celebrates 100-year-old car with PHEV re-creation

Back in 1917, Mitsubishi Shipbuilding Co. made its foray into the automotive world with the Model A. It had a production run of just 22 units, but it was enough to make Mitsubishi Motors possible as a car company. Now, 100 years later, Mitsubishi Motors North America (MMNA) is revisiting its roots, but with a contemporary touch, by re-creating the car with the help of West Coast Customs. The California-based shop will build a Mitsu Model A with its original, century-old looks, but with a modern, advanced plug-in hybrid powertrain and a host of current technology. The custom Model A will celebrate a century of Mitsubishi by building the Model A on the Outlander PHEV platform. Despite its 21st-century capabilities, the centennial celebration vehicle "will feature all the distinctive aspects of the 1917 vehicle," according to MMNA Senior Director of Marketing Francine Harsini. The original Model A was powered by a 2.8-liter four-cylinder engine making 35 horsepower. The Outlander PHEV, upon which the new Model A will be based, uses a 2.0-liter gasoline engine and two electric motors providing power to all four wheels. West Coast Customs will build the plug-in Mitsubishi Model A at its facility in Burbank, Calif., with plans to finish it this summer. An episode of the Inside West Coast Customs show on the Velocity channel will feature the build of the centennial Model A. Related Video: Related Gallery 2017 Mitsubishi Outlander PHEV: New York 2016 View 15 Photos News Source: Mitsubishi Green TV/Movies Mitsubishi Automotive History Electric Hybrid PHEV