Mitsubishi Eclipse 2008 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.

Mitsubishi Mirage sedan confirmed for US

The Mitsubishi Mirage easily takes the cake as the worst new car I've driven in the last year. Actually, make that the worst new car I've driven in several years (Side Note: when was the last time I drove a Smart Fortwo?). But regardless of what I, or my colleagues, think about the Mirage, it's selling decently – Mitsubishi has moved over 14,000 of them so far this year, which is actually higher than the company initially expected. And now, we've got official confirmation that the sedan version is headed our way. This isn't really shocking, considering earlier reports, but Motor Trend received further confirmation of the Mirage sedan's arrival during last week's Los Angeles Auto Show. There's no official timing as to when the sedan will arrive, and when I reached out for comment, a Mitsubishi spokesperson said of this report, "Yep. Confirmed." So, yeah, the Mirage sedan is headed our way. It'll probably come in somewhere around the low, low $12,995 price of the hatchback, and hopefully, it'll be better to drive than its more versatile hatchback sibling. And hey, if it can help Mitsubishi build sales momentum here in the US, then that's a win, right?

Mitsubishi's crossover plan: New model coming to Geneva, Outlander PHEV finally on the way

Mitsubishi announced last night that it will be concentrating on crossovers for the foreseeable future (which includes leaving the Lancer behind). That future starts at this year's Geneva show, where the company will reveal a completely new small crossover. This new vehicle, the name of which Mitsubishi didn't reveal, is planned to reach dealers in early spring of 2018. It will feature a new version of Mitsubishi's All Wheel Control (AWC) all-wheel drive and a new turbocharged engine that we're told was designed completely in-house. We expect the new crossover to share cues with recent Mitsubishi concepts, including the eX Concept and Ground Tourer, since Mitsubishi's general manager of design strategy Kazuo Yano said they will set the tone for future Mitsubishis. Don Swearingen, executive vice president and COO of Mitsubishi in North America, said this new vehicle is the "best vehicle Mitsubishi has ever produced." That may not be the tallest order given the automaker's recent models, but it's definitely a good goal. As for the size of this new crossover, it will probably be comparable to the current Outlander Sport. The plan is that the Outlander Sport and Outlander will be changing sizes in the coming years. The former will shrink and the latter will grow, leaving space in the middle for the new small crossover. There will be an awkward overlapping period, though, since we're told both Outlander flavors are scheduled for a mild refresh sometime next year that won't include size changes. The resized Outlander models will come sometime after that refresh. (If we're lucky, one will get a new name to reduce confusion, especially with a new model sitting between them.) Speaking of Outlanders, we now know when we will finally get the Outlander PHEV, a variant that has been promised and re-promised for years now. A Mitsubishi PR representative said that the plug-in hybrid crossover will be on sale in the US sometime in the next fiscal year. (For reference, Mitsubishi's current fiscal year ends this March.) Swearingen said it will also make its official debut later this year. So after many, many delays, the US will finally see Mitsubishi's plug-in crossover. We'll see if it's as big a sales success here as it is in Europe. Related Video: Featured Gallery Mitsubishi eX Concept: Tokyo 2015 View 9 Photos Green Geneva Motor Show Mitsubishi Crossover Economy Cars Hybrid 2017 Detroit Auto Show