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Self-driving Mitsubishis could use adapted missile technology

Mitsubishi is a big company made up of many different divisions and subsidiaries. Yeah, we tend to focus on Mitsubishi Motors, but the sprawling company also manufactures steel, builds televisions – we all knew someone in the 1990s with a hulking Mitsubishi "big screen" – and even screws together fighter jets and the missiles they carry. According to a report from Automotive News Europe, Mitsubishi Motors is hoping to leverage the capabilities of its sister companies to catch up to the competition and get driverless cars on the road by 2020. That means adapting millimeter-wave radars, sensors, and cameras built for missiles to automotive uses. As Mitsubishi sees it, having the development work done on this tech – albeit for a radically different application – gives it a big advantage over the competition. "All we have to do is to put together the components that we already have," Katsumi Adachi, the chief engineer for Mitsu's auto equipment division, told ANE. "None of our competitors have such a wide array of capabilities." As ANE goes on to explain with the help of Tokyo-based IHS analyst Goro Tanamachi, this is no plug-and-play application. That's largely because of the different economics of the automotive and defense industries. In the former, the bean counters have a tremendous say. There are cuts and cost reductions and all sorts of other stuff designed to maximize profit margins. The defense industry, though, is the land of sparing no expense – that, according to Tanamachi-san, could make adapting missile tech to autonomous vehicles a possible, but potentially very pricey proposition. "Cost-cutting requests are much more severe in autos than aerospace," Tanamachi-san told ANE. "I wonder if it's possible for them to bring down the cost of the systems to the levels manufacturers can use for cheap, low-end cars." Related Video: X

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.

Junkyard Gem: 1986 Mitsubishi Cordia L

New Mitsubishi cars first showed up in the United States with Dodge Colt badging in the 1971 model year, and a broad range of Dodge- and Plymouth-badged Mitsubishis followed them across the Pacific in subsequent years. For the 1983 model year, cars bearing Mitsubishi badges finally appeared here, and there were four models available to start with: the Starion, Mighty Max, Tredia and Cordia. The sporty Starion and the sibling-to-the-Ram-50 Mighty Max pickup remain well-known to this day, but the Tredia and its Cordia platform-mate have all but disappeared from streets, junkyards and — for most of us — memories. I thought I'd never see another discarded Cordia again after spotting a first-year example nearly a decade ago, but then this '86 showed up in a San Francisco Bay Area self-service car graveyard recently. The Cordia and Tredia were the same car, mechanically speaking. The Tredia was a subcompact sedan priced to compete with the Toyota Corolla and Honda Civic, while the Cordia was a slick-looking liftback coupe that sought to lure potential buyers away from the likes of the Datsun 200SX, Toyota Celica and Isuzu Impulse. Both the Cordia and Tredia sold very well in Australia and New Zealand, but North Americans mostly ignored the Cordia and laughed at the Tredia. The last model year for both models in America was 1988. The Cordia was a cousin to the Galant and had the same front-wheel-drive layout. In 1986, Cordia engine choices were a naturally-aspirated 2.0-liter 4G63 straight-four rated at 88 horsepower and 108 pound feet and a turbocharged 1.8-liter 4G62T straight-four with 116 horsepower and 129 pound-feet. This car has the 2.0. A five-speed manual transmission was base Cordia equipment, but the original purchaser of this car opted for the 380-buck automatic (that's 1,067 of today's bucks). The emissions sticker tells us that this is a California-market car rather than a "49-state" version. Surprisingly for a car like this in the middle 1980s, an AM/FM stereo radio was base equipment. That worked out well for those who enjoyed the great music of the era. However, if you wanted to play cassettes you had to pay extra. This setup with separate cassette deck was fairly common during the decade; the cost for the 1986 Cordia was $133 (about $374 in 2023 dollars). The paint is faded but the interior doesn't look terribly thrashed.