2013 Mitsubishi Lancer Es 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 recalls 141,000 Lancers, Outlanders, and Outlander Sports

Mitsubishi issued two recalls this month, one big, one small, that affect several cars from the brand's past and current lineup. The major recall covers old Lancers, Lancer Sportbacks, Outlanders, and Outlander Sports that might have an issue with corrosion weakening the suspension. The second recall affects the current-generation Outlander and Outlander PHEV that have improperly built seat belt assemblies. NHTSA campaign No. 20V279000 states that Mitsubishi is recalling 141,200 2008-2010 Lancers, 2010 Lancer Sportbacks, 2008-2013 Outlanders, and 2011-2016 Outlander Sports due to the possibility that the front cross member on these vehicles might be damaged. If these vehicles encountered road salt, snowmelt water, and anti-freezing agents, the cross member could corrode. If the cross member corrodes, there is a slight possibility the front control arm could detach and create an extremely dangerous situation.  This recall only pertains to vehicles in the Salt Belt region, which includes Connecticut, Delaware, Illinois, Indiana, Iowa, Kentucky, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri, New Hampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Vermont, Virginia, West Virginia, Wisconsin, and Washington D.C. Mitsubishi dealerships will inspect affected cars and make a judgment call from there. If the damage is minimal or non-existent, Mitsubishi will spray and seal the cross member with new anti-corrosion protection. If the cross member is damaged, Mitsubishi will replace it for free.  NHTSA campaign No. 20V280000 affects 3,238 2019-2020 Outlanders and 2019 Outlander PHEVs due to potentially faulty seat belts. On these vehicles the seat belts for the second-row passenger-side seat might have the wrong part. "Due to inappropriate manufacturing process at the supplier, the guide piece (which is a component part of the second-row seat belts’ anchorage) for the left side seat belt was mistakenly assembled with the right side seat belt, causing seat belt restraint efficiency for vehicle occupants to decrease in the vehicle collisions," a recall document states. Mitsubishi dealerships will inspect the seat belts in affected cars and replace them, if necessary. It is believed only 1% of the 3,238 vehicles have the defect. Visit the NHTSA for more information.

Junkyard Gem: 2015 Mitsubishi Mirage Hatchback

Remember the front-wheel-drive Dodge and Plymouth Colts (not to mention the Plymouth Champ and Eagle Summit) of the late 1970s through the middle 1990s? Those were Mitsubishi Mirages, and you could buy them here with Mitsubishi badging from 1985 through 2002. Then, for the 2014 model year, the Mirage returned to North America, as the cheapest new car you could buy here. Now, barely a half-decade later, I'm seeing significant quantities of these Mirages in the car graveyards I frequent. Here's a pretty clean '15 in a yard located within sight of Pikes Peak in Colorado. I began seeing the current generation of Fiat 500 in the cheap U-Wrench yards when those cars hit about six or seven years of age, and the same goes for the Sebring-based Chrysler 200s. The Mirage beats that dubious distinction by a year or two. Really, the only shorter showroom-to-junkyard average interval I've witnessed in my 38 years of junkyard crawling was achieved by the genuinely miserable early Hyundai Excels, which started to be discarded in quantity when they hit about age four; I recall seeing dozens of them in Southern California yards with 25,000 miles on the clock and hardly any interior wear-and-tear. Even the Yugo did better (and this is why I remain amazed by the generally high quality of Hyundai products starting in the early-to-mid 1990s; Hyundai gets my personal "Most Improved Automaker" award for that achievement). That said, I don't agree with the legions of my car-writer colleagues who love to trash the humble Mirage. I reviewed the 2014 Mirage, and then— just because I feel such affection for cheap commuter-mobiles— went back and wrote up the 2017 Mirage GT. These cars aren't much fun to drive, they have decidedly low-rent interiors, and you don't look like a serious car expert when the masses see you behind the wheel of one. And yet, if you're 22 years old in your first "real" job and you'll get canned if you're late even once, choosing a new car with a strong warranty, with non-ball-busting credit terms and a somewhat lower monthly payment than those other subcompacts that provide more road feel when you're at the limit of the performance envelope, you know, when you're trail-braking for a late pass on your favorite two-lane freeway offrampÂ… well, the Mirage looks like a pretty good deal on a transportation appliance.