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Mitsubishi dealers would really like a truck to sell

While Mitsubishi is switching gears to focus on crossovers, that won't address a market that its dealers would like to be in. While answering questions from the press last night, Don Swearingen, executive vice president and COO of Mitsubishi's North American office, mentioned that its US dealers have a pickup truck high on their "shopping lists." In fact, he said that a truck is pretty much at the top. Mitsubishi does already have a small pickup truck it sells in foreign markets, badged as the Triton or L200. However, Swearingen said that just because dealers want a truck doesn't mean it's going to happen, citing various obstacles to bringing one to market. If, for example, Mitsubishi brought over the Triton, the company would have to go through the long, expensive process of certifying it for US safety and emissions regulations, not to mention making sure it fulfilled American buyers' demands. There's also the Chicken Tax, which levees a steep tariff on trucks built outside of the US and imported in. One possible way Mitsubishi could circumvent all of those issues, though, would be to leverage its new partnership with Nissan. Nissan already sells Frontier small pickups in the US, and Mitsubishi could simply redesign that model to suit its style. It's something that both companies are familiar with as well. Mitsubishi previously sold a restyled Dodge Dakota as the Raider, and Nissan allowed Suzuki to rebrand the Frontier to be sold as the Equator for a short time. It would certainly be a quick way to get into the truck market. However, Mitsubishi would also need to decide if such a product would actually be profitable, in addition to satisfying dealers. Related Video:

Mitsubishi Electric EMirai xS Drive concept revealed ahead of CES 2022

Mitsubishi Electric is showing the latest version of its EMirai concept vehicles. The EMirai series has made recurring appearances at CES, showing off the company's — which is a separate entity from Mitsubishi Motors — latest driving technologies. The newest iteration, whose complete name is the EMirai xS Drive Concept, is scheduled for debut at CES 2022. Past EMirai concepts ("Mirai", like the Toyota hydrogen fuel cell vehicle, means "future" in Japanese) have focused on technologies such as driver biometrics and augmented reality to make help alleviate the task of driving. The EMirai xS Drive continues on this theme with two primary advancements. In the realm of biometrics, the concept monitors the the driver with a near-infrared camera to detect their health. It not only checks on drowsiness, but emergency situations where an autonomous intervention may be required. It does this by keeping tabs on the driver's respiration rate and pulse, as well as checking for sudden changes in facial expressions like the closing of eyelids or opening of the mouth. If an emergency is detected, the car will take over and park to prevent accidents. This seems to be geared towards elderly drivers, which tend to live in rural and suburban areas in Japan where public transportation isn't always an option. Mazda recently released a similar technology in Japan as well. The system can also detect passengers, including children, using radio waves. By not relying on a weight sensor embedded in the seat like in some modern vehicles, the system can detect a child even if he or she is hiding in a footwell. The EMirai xS Drive also uses a Mitsubishi Electric High Definition Locator to operate adaptive headlights. Operating in conjunction with the driver monitor above, it turns the headlights to better illuminate the direction where the driver's head is turned, such as a curve or slope ahead. The system also looks for other hazards, like pedestrians who may be crossing a dark road, and uses the adaptive headlights to cast more light on those subjects. It also looks for vehicles approaching from behind, and projects a warning onto the road surface ahead, within the headlight beam spread, so the driver knows what's behind without shifting focus onto a rear-view mirror. It appears, though, whereas past EMirai concepts have been built around an actual show car, the latest evolution is just a four seats and a dashboard in a standalone cockpit.

Long-serving Mitsubishi president Masuko to step aside

Long-struggling Mitsubishi Motors is reportedly preparing for a changing of the guard at home. According to Reuters, Osamu Masuko will step aside in favor of Tesuro Aikawa, currently the company's managing director. Masuko won't be leaving the fold entirely, however - he will take the role of chairman, displacing Takashi Nishioka, who will resign. The shakeup has not been confirmed by Mitsubishi, but word is that the changes will take effect April 1.
Mitsu's US troubles are no secret, but the brand's struggles in its home market haven't been quite so publicized. The company was bailed out by other arms of the Mitsubishi empire, and it just raised $2 billion this month to buy back preferred shares that were issued during the bailout. Masuko served as president for nearly ten years, during which the brand's US efforts utterly stalled out, recalls cropped up in Japan and an alliance with Daimler (which was DaimlerChrysler at the time) disintegrated.
According to Reuters, establishing the kind of alliances that will allow the brand to grow, such as its tie-up with Renault-Nissan, are key to Mitsu's long-term success. The thought is that an alliance will allow the brand to come up with some innovative models that won't be compromised by its lack of production scale. It looks like Aikawa has his work cut out for him.