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Mitsubishi boss confirms new Mirage for US; i EV enduring dismal sales

By March, Mitsubishi expects to have sold just 55,000 cars in the US this fiscal year. That's a tiny sum - by comparison, Honda has sold over 276,000 Civic models thus far this year - and that's just one vehicle, not an entire brand. Mitsubishi president Osamu Masuko recognizes this is not a tenable position, and he's hoping the company will shift 80,000 units next fiscal year. Warding off speculation, Masuko has repeatedly stated that his company will not retreat from the US market like competitor Suzuki.
We reported on one part of Masuko's plan, the updated Outlander, and now he has confirmed that the small Mirage will be sold in the US beginning next September. The cut-price hatchback is selling well enough that Mitsu's Thailand plant is at its full capacity of 150,000 cars. "And even at that level it's not keeping up with orders," Masuko tells Automotive News. Masuko went on to say the plant would be expanded next year to handle an extra 50,000 units. We can also expect the Outlander plug-in early 2014.

1,500 Mitsubishi Lancer Evo, Ralliart models recalled for fuel tank wear

The Mitsubishi Lancer Evolution is famous for its ability to slide at high speed through the dirt in rally stages all over the world, but 1,497 examples of the 2014 and 2015 Evo and Lancer Ralliart are now facing a recall in the US for potential wear to their fuel tanks. According to the National Highway Traffic Safety Administration, the right parking brake cable can rub against the tank, and this can cause a protective coating to come off, leading to rusting or even a possible leak. NHTSA documents (as a PDF) report no actual claims of this happening, though. To rectify the problem, Mitsubishi dealers will replace the right parking brake cable on all of the affected models. While doing the work, they'll also inspect the fuel tank, and if worn, it'll be switched out, as well. Notifications to customers will go out in the next couple of weeks, according to Mitsubishi spokesperson Alex Fedorak to Autoblog. RECALL Subject : Parking Brake Cable Contacting Fuel Tank Report Receipt Date: AUG 31, 2015 NHTSA Campaign Number: 15V546000 Component(s): FUEL SYSTEM, GASOLINE , PARKING BRAKE Potential Number of Units Affected: 1,497 All Products Associated with this Recall Vehicle Make Mode lModel Year(s) MITSUBISHI LANCER EVOLUTION 2014-2015 MITSUBISHI LANCER RALLIART 2014-2015 Details Manufacturer: Mitsubishi Motors North America, Inc. SUMMARY: Mitsubishi Motors North America, Inc. (Mitsubishi) is recalling certain model year 2014-2015 Lancer Evolution vehicles manufactured January 31, 2014, to September 5, 2014, and 2014-2015 Lancer Ralliart vehicles manufactured February 3, 2014, to September 5, 2014. The affected turbocharged vehicles have a right parking brake cable that may contact the fuel tank, wearing away the tank's protective coating. CONSEQUENCE: Without the protective coating, the fuel tank may rust and leak. A fuel leak in the presence of an ignition source increases the risk of a fire. REMEDY: Mitsubishi will notify owners, and dealers will replace the right parking brake cable, and inspect the fuel tank, free of charge. If the fuel tank's exterior coating shows signs of damage from abrasive contact with the right parking brake cable, the fuel tank will also be replaced, free of charge. The manufacturer has not yet provided a notification schedule. Owners may contact Mitsubishi customer service at 1-888-648-7820. Mitsubishi's number for this recall is SR-15-009.

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.