2008 Mitsubishi Lancer Es Sedan 4-door 2.0l on 2040-cars

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Mitsubishi's first US chairman since 2007 charged with revitalizing brand

Have a look at Mitsubishi North America's vehicle page and you'll find seven cars in four model lines: i-MiEV electric hatch, Lancer sedan, Lancer Evolution and Sportback, Outlander and Outlander Sport, and Galant sedan. The Galant has 3.9 tires in the automotive grave, and the only hope for mainstream excitement, the Eclipse coupe and Spyder, had hemlock poured down their crankcases last year. Increasing the quotient of bleak, the Lancer isn't due for a refresh until 2014, the coming Outlander PHEV will sell in miniscule numbers when it does arrive, a little sports car has been nixed and the only other Mitsu being considered for our landmass is the Colt, which, for its stellar fuel economy numbers, looks like a car designed by Pikachu. There's also that matter of declining NA market share in a rising overall market, Mitsubishi's piece of the total pie currently hovering around the 0.4-percent mark according to Automotive News.
The company has decided to do more about it, reassigning Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group Gayu Uesugi to be the new chairman of Mitsubishi Motors North America. It will be the first time in five years that someone has filled the chairman position at MMNA.
The hope is that with Uesugi's 35 years with the company, his experience in the company's global product plan and his success in emerging market strategy, he's the man to "[develop] a product plan and growth strategy for the US market" that will put things right. Or at least better. He will work with Yoichi Yokozawa, who has been CEO of MMNA since last year. There are more details on the move in the press release below.

A realistic approach to fixing Mitsubishi

There are going to be a lot of words written about what Nissan needs to do with Mitsubishi in the coming months and years in the interest of turning the brand around. After Nissan's purchase of a controlling stake in the diamond star brand, there's been more interest in Mitsubishi thanks to the potential of platform sharing and plenty of cash from Nissan-Renault to get the juices flowing again. But, while some have been doing their best to advocate for the return of the 3000GT, Evolution, and even the Starion - Many of these posts forget the reality of the market we live in today. As much as we like to look back fondly at the sports coupes of the '90s, a byproduct of the insane cash flows all the Japanese manufacturers had at the time, the reality of today puts a much greater emphasis on what is most-boring; Crossover SUVs, alongside mid-size and compact sedans. We do need to ask a fundamental question, how much Mitsubishi is enough to be able to continue to call the cars Mitsubishis? Aside from slight product revisions and reconfigurations, Mitsubishi (at least in North America) has been largely dependent on the same GS platform and 4B1 engines that date back to their long-time partnership with Chrysler (and Hyundai) in the mid '00s. Admittedly, the chassis and engines have served the company well, underpinning a wide variety of vehicles sold around the world, and seeing quite a few revisions to at least attempt to keep products competitive. But, the GS chassis is old, heavy, and severely out of date - and when matched to the underpowered 4B1 series engines - make for largely uncompetitive offerings in the market. While something like the Outlander Sport is indeed interesting compared to a Honda CR-V, it is by no means the smart choice in the segment. So, going forward, unless Mitsubishi has had a skunkworks of sorts developing their chassis and engine replacements over the past few years, what exactly are they planning to do for their bread-and-butter models? I think the straightforward answer is without a doubt the Nissan North America parts bin. With so many of their models selling well, and for the most part, are reasonably well-reviewed, it would be quite simple to adapt the chassis and powertrain to Mitsubishi's liking to create a high-volume alternative to what is currently available now.

2017 Mitsubishi Outlander Sport | Affordable outlier

The $10,000 new car, truck or SUV is long dead, and the $15,000 price point is nearly so. To purchase a new vehicle and enjoy everything buying "new" implies (warranty, reasonably new tech, a long life and affordable financing), you have to spend $20,000, probably more like $25,000. We'll take a look at spending that $20K at a Mitsubishi store. If you've forgotten Mitsubishi, don't blame yourself. A generation ago, Mitsubishi's American arm had a financial meltdown, precipitated by a consumer financing plan offering zero interest and zero payments for way-too-many-months. When it was time to make payments customers simply returned the cars, leaving Mitsubishi holding a very expensive inventory worth substantially less than what was owed. Later, of course, the economy had its own meltdown, from which most of America's automotive industry rebounded. But Mitsubishi, with a sparse lineup and little marketing, is still working on that. A recent infusion of Nissan capital will help, as should Nissan's managerial oversight. Despite Mitsubishi's aging lineup, the Outlander Sport stands out - Mitsubishi continued to build it while other manufacturers were belatedly awakening to the subcompact crossover segment. And while its platform is old and its menu of standard and optional equipment dated, if you're on a tight budget you might find it attractive. Dimensionally, the Outlander Sport is a plus-size relative to Mazda's CX-3 and Honda's HR-V. For a detailed comparison of all three entries, visit Autoblog's comparison tool here. The CX-3 boasts the shortest wheelbase (101.2 inches), while the Honda sits at 102.8 inches and the compact Outlander Sport stretches to 105.1. In overall length the Mitsu is close to both the CX-3 (168 inches for the Mazda, 171.5 for the Outlander Sport and 169.1 inches for the HR-V). Finally, the Outlander Sport's 3,000-pound weight is within a belt notch of the Mazda's 2,900 and the Honda's 2,900 (front-wheel drive/manual). The Mitsubishi sheetmetal and stance is reminiscent of Audi's Q5, and while the similarity is coincidental, it's fun to have an upmarket look in a $20,000 car. Of course, once the Outlander Sport is turned on, that upmarket vibe is gone. For your $20K you'll get a 2.0-liter engine offering 148 horsepower, just north of Mazda's 146 and Honda' s 141.