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Say Hello to the Kitty edition Mitsubishi Mirage

Japan is the country that gave us the GT-R, the LFA and the STI. But it's also the home of Hello Kitty. We try our best to ignore the commonality, but now Mitsubishi is putting it right in our faces with the new Hello Kitty edition Mirage.
Decked out in pink, the special Mirage arrives on the occasion of the character's 40th anniversary. It comes decked out with Hello Kitty decals on the outside, special hubcaps and unique upholstery. It's even got a Hello Kitty pillow inside, for crying out loud.
Fortunately, only 400 examples will be made, hopefully only for domestic consumption, wearing a sticker price of 116,970 yen (equivalent to about $12k). Now we wish we could say this was a first, but sadly it's not - not even for Mitsubishi.

Mitsubishi and NTT to buy 30% stake in HERE digital mapping company

Digital mapping company HERE Technologies sold a 30% stake to Mitsubishi and Nippon Telegraph and Telephone Corp (NTT), diluting German carmakers’ stake to 54% amid uncertainty about the profit potential from autonomous cars. Mitsubishi and NTT will co-invest in the Amsterdam-headquartered company through their newly established, jointly owned holding firm COCO Tech Holding B.V. in the Netherlands, HERE said on Friday. “Their investment also means we are further diversifying our shareholder base beyond automotive, which is important given the appeal and necessity of location technology across geographies and industries,” HEREÂ’s Chief Executive Edzard Overbeek said. The Japanese companies said they would collaborate with HERE to develop services such as ways to tackle road congestion and improve supply chain efficiencies. High definition maps can also be used in fleet management, asset tracking, last-mile delivery, long-distance package delivery by drones and indoor mapping applications, Overbeek told Reuters. Financial details of the transaction, which they said would close next year, were not disclosed. German carmakers BMW, Audi and Daimler saw high definition mapping as a strategic asset and bought HERE from Finnish telecoms group Nokia for around 2.5 billion euros ($2.8 billion) in 2015 to avoid becoming dependent on AlphabetÂ’s Google. FridayÂ’s deal dilutes the stake held by each German carmaker from 25% to just under 18%, HERE said. REALITY CHECK Tech companies and automakers raced to develop self-driving vehicles after Google presented a prototype car in 2012, leading German manufacturers to develop robotaxis as a way to enter the ride-hailing business to take on Uber. However, the technology costs and regulatory hurdles have spiraled, and ride-hailing businesses have struggled to reach sustainable profitability, leading to a reassessment of the business potential of robotaxis and ride hailing. “There has been a reality check setting in here,” Daimler Chief Executive Ola Kaellenius said last month, adding that spending on robotaxis would be “rightsized.” The move comes as BMW and Daimler this week announced they will exit the North American car-sharing market, halting operations in Montreal, New York, Seattle, Washington D.C., and Vancouver, as they focus on the European market. Last year, GermanyÂ’s Continental and Bosch, the worldÂ’s largest automotive suppliers, bought a 5% stake in HERE.

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.