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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 Vision Ralliart Concept revealed at Tokyo Auto Salon

Mitsubishi has arrived at the 2022 Tokyo Auto Salon with a bevy of vehicles, but none more interesting than the Vision Ralliart Concept. We have fond memories of the Ralliart name on Mitsubishi models sold years ago, which gives us a glimmer of hope that a return to the sub brand could once again give us a Mitsubishi to get excited about as enthusiasts. That initial Ralliart return is in concept form and in the shape of the new Outlander. Mitsubishi is using the Outlander PHEV as the basis of this concept, but it appears as though nothing has been done to the powertrain to make it any more potent than the standard car. However, Mitsu has attended to it elsewhere. The Ralliart Concept gets large brake rotors and six-piston brake calipers to increase stopping power. It also features suspension changes. Mitsubishi doesn’t say exactly what itÂ’s changed beyond specifying that the comfortable ride “is further refined,” though. Lastly, Mitsubishi fitted 22-inch wheels with bigger tires to enhance cornering. Appearance-wise, the Vision Ralliart Concept gets unique front and rear bumpers, wider fenders in front and rear, a new front grille and big rear diffuser. Mitsubishi says that this car “embodies Mitsubishi Motors' vision for the new Ralliart and brings together the company's engineering and passion for Monozukuri challenges (craftsmanship).” How all of the above may translate into a production Outlander Ralliart model is still to be determined, and itÂ’s not yet clear if weÂ’ll ever see such a thing in the U.S. Beyond that concept, we also get a look at an Outlander Ralliart Style and an Eclipse Cross Ralliart Style. Both of these cars are full of red, white and black stickers/accents to give them the Ralliart look weÂ’d expect. However, the packages are limited to appearance changes only. Again, Mitsubishi gives no indication as to what its end game might be with these vehicles. On the off-road side of things, there's the Outlander Wild Adventure Style based on the PHEV. This model adopts a bunch of Mitsubishi accessories that make it a better vehicle for heading into the wilderness. It has items like all-terrain tires, bumper protectors, mud guards, a roof carrier, trailer hitch and additional garnishes all around to give it a sportier/outdoorsy look. If kei cars are more your style, Mitsubishi has also revealed the K-EV Concept X Style in Tokyo. ItÂ’s meant to preview a new generation of electric kei cars in Japan.

Mitsubishi Mirage sedan confirmed for US

The Mitsubishi Mirage easily takes the cake as the worst new car I've driven in the last year. Actually, make that the worst new car I've driven in several years (Side Note: when was the last time I drove a Smart Fortwo?). But regardless of what I, or my colleagues, think about the Mirage, it's selling decently – Mitsubishi has moved over 14,000 of them so far this year, which is actually higher than the company initially expected. And now, we've got official confirmation that the sedan version is headed our way. This isn't really shocking, considering earlier reports, but Motor Trend received further confirmation of the Mirage sedan's arrival during last week's Los Angeles Auto Show. There's no official timing as to when the sedan will arrive, and when I reached out for comment, a Mitsubishi spokesperson said of this report, "Yep. Confirmed." So, yeah, the Mirage sedan is headed our way. It'll probably come in somewhere around the low, low $12,995 price of the hatchback, and hopefully, it'll be better to drive than its more versatile hatchback sibling. And hey, if it can help Mitsubishi build sales momentum here in the US, then that's a win, right?