2011 Mitsubishi Lancer Evolution X Mr Touring Wicked White on 2040-cars

Auto blog

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.

Electrify Expo is an all-electrified auto show like the old days

In late July, Autoblog swung by Washington, D.C. to check out the Electrify Expo. Now in its third year of nationwide shows, the Electrify Expo calls itself “North America's largest electric vehicle festival filled with over 1 million square feet of the world's top electric brands.” At every stop, visitors can find out about, crawl around in, drive and ride just about any personal conveyance that uses a battery for propulsion. Truth be told, when the show's PR team reached out to us with an invite, we only considered going after finding out about an area showcasing battery-electric tuner cars. EV tuning is undoubtedly going to be huge—eventually—which got us curious about these early days. We figured weÂ’d brave whatever the rest of the expo was to find out whatÂ’s the equivalent of nitrous for a Tesla. See, the EV event scene is still such that one never knows if theyÂ’ll show up to a mix of science and county fairs with a few cars on display just for truth in advertising, or if theyÂ’ll show up to a parking lot with 26 cars, 10 of them locked, 10 of them homemade, and 6 guarded by promotional hires desperate to tap all your identifying info a tablet before dispensing dubious and superficial information. Which is to say, we didnÂ’t expect much. And that makes us chuffed to report: Electrify Expo is great. We hadnÂ’t been strolling the lot outside the old RFK Stadium for five minutes before thinking, “This feels like an old-school auto show!” The exclamation to that point came from a group of four who cut me off to reach the C40 Recharge in the Volvo booth, one of them exclaiming as if he were the group expert and as if his friends were deaf, “THATÂ’S THE LEAST EXPENSIVE ONE! AND ITÂ’S BEEEE-YOUUUUU-TI-FULLLLLL!” I wasnÂ’t there to judge, I was there for the enthusiasm. Automakers had built small, simple, open booths, parked cars in them, then provided visitors the kind of interactions that will do the most good for anyone wondering about or interested in an EV. We only saw two cars that were off limits, the new Volkswagen ID.Buzz and the Ford F-100 Eluminator. Volvo wouldnÂ’t let me get an espresso from their chic little trailer, either, unless I visited the EX90 Experience trailer first. Otherwise, it was a free-for-all. Tesla had a large booth full of cars. BMW had two i7s open for everyone to sit in, next to the Ford booth with that Eluminator and an unlocked Mustang Mach-E GT and F-150 Lightning showing their cooler-chest-frunk trick.

Junkyard Gem: 2004 Mitsubishi Lancer Ralliart

I do manage to find the occasional discarded Mitsubishi Lancer Evolution during my Denver-area junkyard explorations, but such cars— like their Subaru WRX rivals— are always far too crashed and/or stripped to be worth documenting for this series. When it comes to the Mitsubishi Lancer O-Z Rally Edition, though, I get the impression that just about every Lancer sold here during the first part of the 2000s had that all-show-and-no-go package; after shooting several examples, I no longer pay attention to the O-Z Rally. The Ralliart Lancer, on the other hand, was a genuine factory hot-rod, with much more power and a stiffer suspension than the ordinary Lancer. We saw a used-up bright yellow '05 Ralliart last year, and now here's a black '04 in a different Denver yard. The Lancer Ralliart wasn't anywhere near as fast and crazy as its Evolution sibling, but (compared to the base Lancer) it came with more power, bigger brakes, stiffer suspension, better steering, and bucket seats sourced from the JDM Evolution GTA. List price was $18,572 (about $26,110 today), far cheaper than the $29,999 ($42,175 today) Evo VIII. The regular Lancer sedan had an unimpressive 120 horses from its 2.0-liter engine in 2004, while the Lancer Ralliart got this 162-horse MIVEC 2.4. Just in case you were wondering, MIVEC stands for Mitsubishi Innovative Valve-Timing-and-Lift Electronic Control, which doesn't sound as cool as VTEC, but at least seems more convincing than Daewoo's D-TEC. Nearly every O-Z Rally Lancer I see has an automatic transmission, but this Ralliart rolled out of the showroom with a genuine 5-speed manual and Evo shifter. The Japan-market front seats are a bit racier than the ordinary Lancer's, too. Though it is a Colorado car and drivers here think they need AWD to navigate a quarter-inch of snow in the supermarket parking lot, it lacks the all-wheel-drive system that went on the Evo. What more do you want for $18,572? I'm a bit surprised that some local Lancer owner didn't snag the factory strut-tower brace immediately, but I'll bet someone buys this part before the car gets crushed. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. So fast. So furious.