2008 Mitsubishi Lancer Evolution Gsr - Black 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 AR Concept continues a wacky, wonderful tradition [w/video]

Mitsubishi enjoys a long history of thinking outside the literal box when it comes to designing minivans and people movers. Remember the Mitsubishi Van, a.k.a. Delica? How about the Chariot, better known to us as the Colt Vista? The Expo and Expo LRV, the twin models that succeeded it? These were all left-of-center takes on the MPV genre, and while they never sold in large volumes, we can't help but look back at them with a mix of bemusement and respect for their oddball character. Who knows? A production version of this AR Concept could be next.
According to Mitsubishi, "the comfort of a minivan and active personality of an SUV are merged at the highest levels" in the Concept AR. Us? We just think this mild hybrid concept looks kind of neat, even if it's just putting on off-road airs with its elevated ride hight, faux skid plates and black-lipped wheel wells.
Hardware-wise, this Active Runabout is less showcar and more 'real world,' with the front wheels drawing their power from a 134-horsepower, 1.1-liter turbocharged three-cylinder engine paired with a 10-kW electric motor used as a belt starter generator (read: mild hybrid). A continuously variable transmission handles shifting duties.

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.