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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 Pajero successor still years away, but plug-in hybrid tech likely

You might not know it from looking at today's Mitsubishi showrooms, but the struggling Japanese automaker has a pretty enviable reputation for producing robust off-roaders. Its Pajero SUV built a solid reputation worldwide on the back of its durability in harsh climates, earning it consideration alongside the likes of venerable explorers like the Toyota Land Cruiser and Land Rover Range Rover. Unfortunately, the Pajero eventually succumbed to one particularly harsh climate - the North American truck market. After enjoying a long run, Mitsubishi finally pulled the plug on the SUV's Montero twin after the 2006 model year. Blame evolving consumer tastes, low brand visibility, a lackluster marketing budget, or the need for updated product - in fact, go ahead and blame all of the above.
Despite its age, the current fourth-generation Pajero (itself arguably an extensive rework of the previous model) has been carrying a lot of water for the brand in other parts of the world since its debut in 2006. So it's pretty well time for a new one. Problem is, its replacement is still a ways off. That's according to Australia's Go Auto, which has learned that the next-generation Pajero could still be three years away, if not longer.
According to Go Auto, the next model will be a much-changed beast, with design targets including a major weight loss and increased efficiency to go along with more luxurious appointments. In order to make gains in fuel economy, the plug-in hybrid technology that the company has already introduced for its new Outlander crossover will likely be a part of the SUV's development program.

Mitsubishi wants to bring a plug-in hybrid Montero to the US

As Mitsubishi's turnaround takes hold, we can talk less about the company's survival in the US market and more about what kinds of products we might see in the future: there's a hybrid Evo on the way and its joint venture with Renault-Nissan will deliver a C-segment sedan. Furthermore, it might even deliver a dividend to its shareholders next year.
In addition to Mitsubishi announcing its intent to focus on SUVs, pickup trucks and crossovers, company president Osamu Masuko gave an interview to Automotive News saying that the plan is for model lines to have two or three power train options: gas, plug-in hybrid, diesel. Believing that fuel economy standards will force the expansion of the plug-in hybrid market, Masuko wants to bring a PHEV Pajero to the US (the Montero in our market) because it will restore the brand's place in the full-size SUV segment with a well known nameplate, and help the company reach its goal of making PHEVs 20 percent of its product offering.
We love the idea of a new Montero - and we hope there's a traditional gas model that would come with the PHEV - the question is what would it look like? The Concept GC-PHEV we saw at the 2013 Tokyo Motor Show could offer clues, but with Masuko listing the SUV as the company's second most popular model behind pickups, how daring could designers get with it? On the other hand, if you compare the Concept PX-MiEV shown at Tokyo in 2011, the similarity to the production Outlander is more than one might expect for a crossover that's become a major seller for the brand. With an introduction due in 2015 or 2016, we shouldn't have to wait long to find out. Regrettably, there's still no word on the return of a Mitsubishi pickup truck.