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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 prices 2014 Outlander from $22,995*

Mitsubishi will gladly sell you a 2014 Outlander ES for $22,995, excluding an $835 destination fee. Buyers can step up to the middle-tier Outlander SE for $23,795, or around $200 less than last year. That stack of cash will net you 18-inch aluminum wheels, a 6.1-inch LCD information display, dual-zone climate control and other goodies. Somewhat more impressively, Mitsubishi has cut the price tag for the Outlander GT by $800. That machine will run you $27,795, and throws in a more potent V6 engine, the company's Super All-Wheel Control system and HID headlamps.
The 2014 Outlander bows with an all-new exterior design, and base models receive a 166-horsepowr 2.4-liter four-cylinder paired with a continuously variable transmission and an all-wheel-drive system. That driveline is good for 24 miles per gallon city and 29 mpg highway. Check out the full pricing press release below and our own Jonathon Ramsey's first drive here.

Minnesota couple puts 414k miles on a 2014 Mitsubishi Mirage

A couple in Minnesota just traded in their 414,000-mile 2014 Mitsubishi Mirage, which is notable for any car, topping many of the Junkyard Gems we've featured. We were also impressed because that's a lot of miles in a car that we weren't especially fond of. But the couple that owned it, Jerry and Janice Huot, clearly liked it. Dubbed the "Purple Won" in a nod to Prince, the subcompact endured six upper Midwest winters as an all-purpose utility and delivery vehicle. "I always loved the comments at gas stations and grocery stores and waves from people as I’d drive by," Jerry said. "Kids would always stop and point. Everybody seemed to love that car; it would make everyone smile whenever they saw it." The Huots were repeat Mitsubishi buyers in search of something with better fuel efficiency than their Cadillac. While Mitsubishi didn't specify which model the Huots traded in, it's safe to say that whatever it was, the 2014 Mirage would have been a significant upgrade in that respect, as it was rated at 37 mpg in the city, 44 on the highway and 40 combined when it was sold new; the EPA has since re-rated it at 36/42/39.   "Right in the middle of the showroom was this little purple Mirage that got 44 mpg," Janice told Mitsubishi. "IÂ’d had an Outlander Sport and Montero Sport before and loved them, so it seemed like a good choice. We drove the Mirage home that day, right off the showroom floor." "Janice drove it mostly for the first 7,000 miles or so, but when winter came, she wanted all-wheel-drive, so she got a 2015 Mitsubishi Outlander Sport," Jerry says. "But then I started using the Mirage for my business. I am a courier. I deliver samples from various doctorsÂ’ offices to labs, so I drive up and down the state and around town in Minneapolis all the time. The Mirage never missed a beat. It got me up and out of our gravel driveway, even in the middle of winter, when others got stuck in the snow." According to the Huots, the Mirage only needed two noteworthy repairs on its way to 414,000 miles: a replacement starter motor between 200,000 and 300,000 miles and a new set of wheel bearings some time after 150k, both of which they say were addressed under warranty. We checked with Mitsubishi, who confirmed that the Huots purchased an extended warranty from the dealership, hence the coverage of failed items at such high mileage. Apart from that, the Huots say it has needed only regularly scheduled maintenance. What replaced it? Another Mirage, predictably.