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Junkyard Gem: 1994 Mitsubishi Diamante ES Sedan

Once the decade of the 1990s got rolling, the Lexus LS400, Toyota Cressida, Infiniti Q45, Acura Legend and Mazda 929 had proven that big Japanese-made luxury sedans could rack up respectable sales in the United States. Mitsubishi dove into that competition starting with the 1992 model year, when the Diamante arrived on our shores. Here's one of those early Diamantes, found in an Oklahoma City car graveyard recently. Mitsubishi had been selling big, swanky Debonairs at home since the middle 1960s, but that car was never sold new in North America (though a Debonair-related Hyundai, the XG300/XG350, did show up here). The Diamante was based on an enlarged Galant/Sigma platform and was available here as a pillared hardtop four-door sedan (in which there is a narrow B pillar but the door windows are frameless) and as a station wagon. The US-market sedan was built in Japan, while the wagon came from Australia. The Diamante's price tag made it tempting for American buyers considering Japanese luxury sedans. The base ES sedan listed for $25,525 in 1994, which comes to about $53,097 in 2023 dollars. Meanwhile, the Mazda 929 started at $30,500 ($63,446 now), the Acura Legend sedan cost $33,800 ($70,311 now), the Infiniti Q45 listed at $49,450 ($102,866 now) and the Lexus LS400 was $51,200 ($106,507 now). The higher-zoot Diamante LS (which cost $32,500 in 1994) got a twin-cam 6G72 V6 driving the front wheels with 202 horsepower, but today's Junkyard Gem is a base ES and it has the SOHC 6G72 with just 175 horses. Mitsubishi built Diamantes with manual transmissions, but we didn't get those cars on our side of the Pacific. A four-speed automatic transmission was mandatory equipment in North American Diamantes. This car didn't quite make it to 140,000 miles during its career. It appears that this car passed through the hands of both Fred Jones and a lesser-known outfit called Amigoland Motors during its life. This generation of Diamante remained on sale in the United States through the 1996 model year, but sales never measured up to Mitsubishi's hopes. The wagon got the axe after 1995, at which time the ES sedan became a fleet-sales-only machine. For 1996, all Diamantes sold here were fleet cars. For 1997, a new generation of Diamante showed up; sales continued through 2004. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. For Mitsubishi's diamond anniversary, the precious Diamante (with cheap lease terms).

Junkyard Gem: 1992 Plymouth Laser

Chrysler began selling rebadged Japan-built Mitsubishis beginning with the Dodge Colt in 1971, with plenty of Arrows, Champs, Challengers, Ram 50s, Conquests, Raiders, Stealths and Sapporos following those cars across the Pacific. Starting with the 1983 model year, Mitsubishi Motors began selling vehicles with its own badging in the United States, and that caused Chrysler and Mitsubishi to crash into the voluntary import quota that Japanese carmakers imposed on themselves in 1981 as a means of avoiding tougher restrictions threatened by the Reagan Administration. To get around the quota, the two partners created Diamond-Star Motors in Illinois, where Rivians are now built. The very first product to be assembled by DSM was a liftback sports coupe that debuted as a 1990 model under three different names: the Mitsubishi Eclipse, Eagle Talon and Plymouth Laser. Today's Junkyard Gem is one of those cars, found in a Denver car graveyard recently. The Laser name had been used on Chrysler-badged Dodge Daytonas for the 1984 through 1986 model years, and the name seemed futuristic enough to revive on a Plymouth. The cheapest of those three DSM siblings in 1992 was the Eclipse, which started with a list price of $10,859 ($24,120 in 2024 dollars). The cheapest Laser had an MSRP of $11,206 ($24,891 after inflation), while the most affordable Talon cost $13,631 ($30,277 in today's money). The reason the Eclipse and Laser were so much cheaper than the Talon was that the base Talon came with the 2.0-liter Mitsubishi 4G63 engine and its 135 horsepower, while the entry-level Eclipse and Laser were equipped with the 1.8-liter 4G37 and its 92 horses. This Laser is a base model with few frills, so it has the 1.8 engine. It also has the five-speed manual transmission. A four-speed automatic was available, for $701 extra ($1,557 now).  Like the Talon and Eclipse, the Laser was available with turbocharging and all-wheel-drive. Those cars were genuinely quick by the standards of the time. This one probably was purchased as a fun-enough-to-drive commuter that was easy on the gasoline budget, and it put in just over 150,000 miles during its life. In 1992, federal law required that news cars be equipped with either driver's-side airbags or the universally loathed automatic shoulder belts. This car has the latter. Someone installed aftermarket multi-bolt-pattern wheels on this car, probably during the early phase of the Fast and Furious Era.

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.