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Junkyard Gem: 1990 Mitsubishi Montero

Americans had been buying Mitsubishi-made pickups (badged as Plymouth Arrows and Dodge Ram 50s) for the better part of a decade when the Americanized version of the Pajero SUV appeared in American Mitsubishi showrooms. Naturally, there was a Dodge-badged version as well (known as the Raider), but finally Americans could buy a bouncy, off-road-capable SUV with big Mitsubishi badges all over it. The first-generation (1985-1991) Monteros have become quite rare, but I found this high-mile example in a Denver yard a few weeks back. You won't often see a late-1980s/early-1990s Mitsubishi with more than 200,000 miles on the clock, but Monteros held their value longer than Mighty Maxes and Mirages. I couldn't find any meaningful rust on this one, but the interior looked pretty tired. Under the hood we find the ubiquitous 3.0-liter 6G72 V6 engine, which found its way into everything including Chrysler minivans, Mitsubishi Diamante luxury sedans and even 1990s Hyundai Sonatas. Mitsubishi got its money's worth out of this engine, which stayed in production from 1986 through 2011 (in China). Most of the early Raiders and Monteros I've found in junkyards had manual transmissions, but this one shows the direction American SUV buyers were headed in 1990: two pedals, no shifting. It still lacks the dozen cupholders of later US-market trucks, of course. The Montero name went on Pajeros sold in North and South America, while UK-market trucks got Shogun badging. This beefy grab bar for the front-seat passenger suggests the kind of rugged driving environments not much like the highway commutes now used by SUVs in North America. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Just the vehicle for contemplating the ocean... or racing. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Mitsubishi: Suddenly, the obvious choice.

Mitsubishi Outlander PHEV now for real due in 'late summer, early fall'

Any day now, American plug-in vehicle shoppers will be able to actually buy a plug-in hybrid SUV. Europeans and Japanese buyers have had this option for many years, since the Mitsubishi Outlander PHEV went on sale in those markets in 2013. There have been plenty of diversions in the route that is bringing the big PHEV to our shores, but it's looking like, "late summer, early fall," is when thing will for real happen. 10-20 percent of total Outlander sales would be "a very good number." That's the message from Don Swearingen, executive vice president of Mitsubishi Motors North America (MMNA), who we spoke to at the New York Auto Show where the PHEV made its debut appearance. Swearingen said that the dealers are as ready as the customers. "As we talked to our dealer council, they are all very interested in this product," he said. "[Range anxiety was] eliminated with this vehicle, and because of that, I think we are going to have some pretty good response." Swearingen didn't put a specific number to that claim, but said that 10-20 percent of total Outlander sales (which currently sit at around 2,000 a month) would be "a very good number." Previously, Mitsubishi representatives said they expected to sell 4,000 PHEV units in the first year. As we've documented over the years, there were a number of reasons for why the US didn't get the first batch of Outlander PHEVs. One of the big ones was that the PHEV was selling like gangbusters elsewhere. It's the best-selling PHEV in all of Europe, for example, and was the fourth-best-selling plug-in vehicle anywhere in February 2016. And Mitsubishi just couldn't make enough of them. Swearingen said the main bottleneck for this was the battery pack supplier Lithium Energy Japan, which didn't have the capacity to make more than it did. So, instead of leaving three markets without enough supply, Mitsubishi decided to leave one in the lurch and focus on the other two. Plus, since the Outlander PHEV will be based on the 2017 gas-powered Outlander, it will come with numerous safety enhancements as well as the 100+ improvements that the 2016 Outlander got compared to the 2015. In other words, all the pieces are all coming together. The Outlander PHEV is "the best of both worlds." - Francine Harsini At least, that's what Francine Harsini, MMNA's senior director of marketing, said. The final important part are the customers, and Harsini said that Mitsubishi will be a big national marketing push. The general theme?

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.