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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 teases world premiere of new PHEV concept ahead of Geneva

It was a little disappointing to find out that Mitsubishi's "return of a legend" for the 2015 Chicago Auto Show would simply be the North American debut of the GC-PHEV concept. The crossover has a chunky, rugged design that's somewhat attractive, but it's not exactly new to the motoring world. Apparently, the Japanese brand understands the desire to see what's next because the company is now teasing the world premiere of a concept for the 2015 Geneva Motor Show in March. Mitsubishi promises that the still-unnamed concept "is a 'declaration of intent'" for the company's future. The only real hints that the brand drops about the vehicle is that it features a next-gen, two-wheel-drive plug-in hybrid powertrain and is a crossover. Judging from Mitsubishi's two teaser images, the design appears to be cribbing a lot from the brand's own XR-PHEV concept. Up front, the angular nose and headlight design look almost identical, and the pointed rear with integrated taillights seems basically the same, as well. Hopefully, the Japanese brand has something clever going on here and isn't just slightly tweaking a previous design. MITSUBISHI MOTORS AT GENEVA MOTORSHOW 2015 CONCEPT CAR WORLD PREMIERE – A DECLARATION OF INTENT 27/01/15 TOKYO - "A future-oriented attitude: powerful, fast and dynamic". This is the theme of the 85th International Geneva Motor Show official poster in perfect synergy with Mitsubishi Motors Corporation's (MMC's) confident presence this year; from a new dramatic booth design to the sharpness of an all-new concept car. A world premiere in Geneva, the striking concept car is a 'declaration of intent' for MMC's future directions -a powerful embodiment of its next generation 2WD plug-in hybrid electric ("PHEV") technology as well as its bold design renaissance, all contained in Mitsubishi Motors' favorite format of the SUV crossover. The all new Mitsubishi Motors concept - a smart combination of engineering, fluency with a high-output electric motor, low environmental impact, dynamic agility and athletic design. -ENDS -

Mitsubishi i-MiEV rallies in WAVE 2014 as support vehicle

Hey, we found somebody willing to drive a new Mitsubishi i-MiEV over 1,000 miles. The little-bitty four-seat electric vehicle will be used on the other side of the Pond as a support vehicle in the World Advanced Vehicle Expedition (WAVE) road rally through the Swiss Alps this spring. Brian Orr from EV Matters Ltd. made the purchase, as he'll be providing the support vehicle for Green MotorSport Ltd.'s hand-built utility concept vehicle that's being built with an eye on deploying it in developing countries, the Auto Channel says. Another i-MiEV will be an official, 900 kilogram-plus entrant in the rally, which begins May 31 in Sindelfingen, Germany and finishes a week later in Rigi, Switzerland, with 20 towns or so in between. As many as 70 teams will be joining the party which, in 2013, set a world record for electric-vehicle parades by sending 305 of them very quietly through Zurich. Despite a tiny price tag, i-MiEV sales in the US (where it's simply known as the i) have come to a near halt as Mitsubishi gets ready to shift its plug-in focus to PHEVs. While US i sales jumped 75 percent last year to 1,029 units, the Japanese automaker has moved just four units (!) domestically during the first two months of 2014.