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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.

Good news, everyone! Updated Mitsubishi Mirage coming in 2017

If you think you see a 2016 Mitsubishi Mirage, it's a mirage. That's because the dreadful subcompact is going away for the new model year. But don't worry, the Mirage will make a triumphant return with a few updates. According to Car and Driver, an updated Mirage will launch early in the 2017 model year with powertrain and chassis enhancements. That's a good thing, considering how poorly the current car has been received. Also coming for 2017 is the Mirage sedan, a car that's already sold in other markets. Mitsubishi already confirmed the sedan's arrival, and considering how popular the base Nissan Versa sedan is, this should only improve the Mirage's sales here in the US. Speaking of sales, the Mirage isn't doing too bad in our market. It's the second-best-selling Mitsubishi product currently, beating the Outlander and Lancer through July of this year. An updated version and a sedan model will help, too. And hey, maybe this refreshed one won't be so dreary.

2023 Mitsubishi Colt name reborn in a hatchback with a familiar design

Mitsubishi is dusting off the heritage-laced Colt nameplate to plant its stake in one of the biggest segments of the European market. The new hatchback is scheduled to make its debut in June, and a dark preview image confirms that it's closely related to the Renault Clio. The teaser keeps most of the Colt's design hidden, but we see enough to tell that it shares more than a passing resemblance with the Clio, which is one of the best-selling cars in Europe. From the shape of the rear lights to the crease in the hatch, the styling cues that characterize the Renault's back end are present on the Mitsubishi. We haven't seen the front end yet, but we're assuming it will be very Clio-esque with the obvious exception of a Mitsubishi logo on the grille. This is badge-engineering rather than leveraging economies of scale, Supra-style. We already have a decent idea of what the specifications sheet will look like. Mitsubishi announced the entry-level engine will be a 1.0-liter three-cylinder rated at about 66 horsepower and bolted to a five-speed manual transmission; European motorists still buy stick-shifts, especially at this price point. Next up is a turbocharged version of the triple rated at 90 horsepower and linked to a six-speed manual, while buyers who want a hybrid will be able to pay extra for a 141-horsepower gasoline-electric drivetrain that consists of a 1.6-liter four-cylinder engine, a pair of electric motors, and an automatic transmission. Like the Clio, the Colt will exclusively be available with front-wheel-drive. Built by Renault in Turkey, the new Mitsubishi Colt will make its debut on June 8. It doesn't sound like the hatchback will be sold in the United States. Renault hasn't homologated the Clio in our market, and the segment that the Colt would compete in is microscopic at best, at least in the U.S. When it lands, the Colt won't be the only Renault-designed Mitsubishi: the second-generation ASX launched recently is a re-badged Captur. Although badge-engineering brings with it a big bag of controversy, this is the only way Mitsubishi can justify a presence in Europe. Never spectacularly popular across the pond, the Japanese firm told its dealers in 2020 that it would exit the European and British markets. It hasn't returned to the United Kingdom, but the Renault-built Colt and ASX allowed it to keep selling cars in Europe while keeping costs in check.