2024 Mitsubishi Outlander Es on 2040-cars

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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.

Junkyard Gem: 1994 Mitsubishi Diamante ES Sedan

Once the decade of the 1990s got rolling, the Lexus LS400, Toyota Cressida, Infiniti Q45, Acura Legend and Mazda 929 had proven that big Japanese-made luxury sedans could rack up respectable sales in the United States. Mitsubishi dove into that competition starting with the 1992 model year, when the Diamante arrived on our shores. Here's one of those early Diamantes, found in an Oklahoma City car graveyard recently. Mitsubishi had been selling big, swanky Debonairs at home since the middle 1960s, but that car was never sold new in North America (though a Debonair-related Hyundai, the XG300/XG350, did show up here). The Diamante was based on an enlarged Galant/Sigma platform and was available here as a pillared hardtop four-door sedan (in which there is a narrow B pillar but the door windows are frameless) and as a station wagon. The US-market sedan was built in Japan, while the wagon came from Australia. The Diamante's price tag made it tempting for American buyers considering Japanese luxury sedans. The base ES sedan listed for $25,525 in 1994, which comes to about $53,097 in 2023 dollars. Meanwhile, the Mazda 929 started at $30,500 ($63,446 now), the Acura Legend sedan cost $33,800 ($70,311 now), the Infiniti Q45 listed at $49,450 ($102,866 now) and the Lexus LS400 was $51,200 ($106,507 now). The higher-zoot Diamante LS (which cost $32,500 in 1994) got a twin-cam 6G72 V6 driving the front wheels with 202 horsepower, but today's Junkyard Gem is a base ES and it has the SOHC 6G72 with just 175 horses. Mitsubishi built Diamantes with manual transmissions, but we didn't get those cars on our side of the Pacific. A four-speed automatic transmission was mandatory equipment in North American Diamantes. This car didn't quite make it to 140,000 miles during its career. It appears that this car passed through the hands of both Fred Jones and a lesser-known outfit called Amigoland Motors during its life. This generation of Diamante remained on sale in the United States through the 1996 model year, but sales never measured up to Mitsubishi's hopes. The wagon got the axe after 1995, at which time the ES sedan became a fleet-sales-only machine. For 1996, all Diamantes sold here were fleet cars. For 1997, a new generation of Diamante showed up; sales continued through 2004. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. For Mitsubishi's diamond anniversary, the precious Diamante (with cheap lease terms).

Mitsubishi announces new and updated models are around the corner

Mitsubishi has remained relatively quiet in 2020. It was hit hard by the ongoing coronavirus pandemic, like all of its peers and rivals, and it's caught in the middle of the cold war between opposing sister companies Renault and Nissan. It announced plans to emerge from its silence by introducing an array of new or updated models in America. The Japanese company explained its goal is to pack more value and technology into its cars. It will launch its American product offensive in late 2020 by introducing an updated Outlander PHEV. Although full details aren't available, Mitsubishi hinted the crossover will receive a new hybrid powertrain built around a bigger, more powerful gasoline-burning engine that works jointly with better electrified technology. It will be capable of driving on electricity alone for longer distances, and at higher speeds. Other revisions are planned, too. Next up is the Mirage, the firm's entry-level model and one of the smallest cars in a market that has decided bigger is better. Mitsubishi confirmed the American-spec model (pictured) will receive the same visual updates as the variant sold overseas, so it will receive a sharper-looking front end that falls in line with the rest of the range. Shortly after, Mitsubishi will continue its push by giving the Eclipse Cross comprehensive visual updates. The crossover's front end will borrow styling cues from the company's next design language, and earlier spy shots suggest stylists have smoothed out the Pontiac Aztek-like rear end. Inside, the Eclipse Cross will receive a new infotainment system, though we'll need to wait to learn about the features it will incorporate. Mitsubishi Outlander prototype View 16 Photos Finally, the next-generation Outlander (shown above in spy shots) will break cover with a new-look design that Mitsubishi characterizes as "bold, aggressive, and distinctive." Although we haven't seen the crossover without camouflage yet, peeking through the wrap suggests the model draws inspiration from the Engelberg Tourer concept introduced at the 2019 edition of the Geneva auto show. Unverified rumors claim it will switch to a Nissan-sourced architecture in the name of economies of scale, and some variants might be available with an engine plucked out of the Nissan parts bin. What's certain, at least according to Mitsubishi, is that the next Outlander will be the quietest and best-equipped car it has ever sold in the United States.