1997 Mitsubishi Eclipse Gs Hatchback 2-door 2.0l 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: 1992 Plymouth Laser

Chrysler began selling rebadged Japan-built Mitsubishis beginning with the Dodge Colt in 1971, with plenty of Arrows, Champs, Challengers, Ram 50s, Conquests, Raiders, Stealths and Sapporos following those cars across the Pacific. Starting with the 1983 model year, Mitsubishi Motors began selling vehicles with its own badging in the United States, and that caused Chrysler and Mitsubishi to crash into the voluntary import quota that Japanese carmakers imposed on themselves in 1981 as a means of avoiding tougher restrictions threatened by the Reagan Administration. To get around the quota, the two partners created Diamond-Star Motors in Illinois, where Rivians are now built. The very first product to be assembled by DSM was a liftback sports coupe that debuted as a 1990 model under three different names: the Mitsubishi Eclipse, Eagle Talon and Plymouth Laser. Today's Junkyard Gem is one of those cars, found in a Denver car graveyard recently. The Laser name had been used on Chrysler-badged Dodge Daytonas for the 1984 through 1986 model years, and the name seemed futuristic enough to revive on a Plymouth. The cheapest of those three DSM siblings in 1992 was the Eclipse, which started with a list price of $10,859 ($24,120 in 2024 dollars). The cheapest Laser had an MSRP of $11,206 ($24,891 after inflation), while the most affordable Talon cost $13,631 ($30,277 in today's money). The reason the Eclipse and Laser were so much cheaper than the Talon was that the base Talon came with the 2.0-liter Mitsubishi 4G63 engine and its 135 horsepower, while the entry-level Eclipse and Laser were equipped with the 1.8-liter 4G37 and its 92 horses. This Laser is a base model with few frills, so it has the 1.8 engine. It also has the five-speed manual transmission. A four-speed automatic was available, for $701 extra ($1,557 now).  Like the Talon and Eclipse, the Laser was available with turbocharging and all-wheel-drive. Those cars were genuinely quick by the standards of the time. This one probably was purchased as a fun-enough-to-drive commuter that was easy on the gasoline budget, and it put in just over 150,000 miles during its life. In 1992, federal law required that news cars be equipped with either driver's-side airbags or the universally loathed automatic shoulder belts. This car has the latter. Someone installed aftermarket multi-bolt-pattern wheels on this car, probably during the early phase of the Fast and Furious Era.

Junkyard Gem: 2006 Mitsubishi Raider

When I'm scouring the rows of a big, fast-inventory-turnover vehicle boneyard for fascinating examples of automotive history, I keep strange examples of badge engineering at the top of my shopping list. Subarus with Saab emblems, Isuzus with Acura emblems, Hyundais with Mitsubishi emblems, Austins with Nash emblems, Mazdas with Mercury emblems, all the vehicles that sprang into existence because Carmaker A wanted to fill a vacant slot in the showrooms and Carmaker B proved willing to offer a vehicle that fit that slot. While I have yet to unearth a discarded Suzuki Equator pickup, I've found this truck with a far more convoluted model-name history: a 2006 Mitsubishi Raider in Phoenix. Chrysler sold rebadged Mitsubishis over here for decades, beginning with the Dodge Colt in the 1971 model year. Trucks joined the mix in the middle 1970s, with the Plymouth Arrow and then the Dodge D-50/Ram 50 pickups. The Dodge-ized Mitsubishi pickups soon faced competition from their Mitsubishi-badged twins, in the form of the Mighty Max, and then Chrysler began selling first-generation Mitsubishi Monteros with Dodge badging. That truck became the Dodge Raider, available with "Imported for Dodge" emblems in North America for the 1987 through 1989 model years. Raider owners loved their tough little SUVs every bit as much as Montero owners loved theirs, and so the Raider name continued — decades later — to have positive connotations in the world of Dodge and Mitsubishi truck owners. So, when the American outpost of the Mitsubishi Empire needed a pickup to offer in their showrooms (the Mighty Max having been axed in 1996), they turned to their friends at Chrysler and the Dodge Dakota pickup. With some new bodywork and tough-looking Raider badges, the Dodge/Mitsubishi Raider circle had been closed. Raider sales began in 2005 for the 2006 model year. Sales numbers proved disappointing, and 2009 was the last year for the Raider. This one got crashed hard, then picked over for mechanical goodies by Dakota owners. You won't find many pickups this new with manual transmissions, but this one had one. The engine is long gone, but would have been an American Motors-developed 4.7-liter V8 or 3.7-liter V6. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. With Dodge going murderously macho with their ads last decade, Mitsubishi had no choice but to follow that formula with the Raider. Related Video: