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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's 2024 updates include free maintenance, new trim levels

Mitsubishi is making several changes to its portfolio for the 2024 model year. It's expanding its range with new trim levels that benefit from a longer list of standard features and several specific styling cues, and it's giving buyers free maintenance for two years or 30,000 miles. Starting at the top of the range, the hybrid and non-electrified variants of the Outlander get a new Platinum Edition variant characterized by Black Diamond paint, a roof panel finished in Alloy Silver for a two-tone look, a Light Gray interior, and silver-colored interior trim, among other accents. Mitsubishi will fully detail the trim level later in 2023. The Black Edition package offered during the 2023 model year returns for 2024. It's compatible with the SE and SEL trim levels, and the latter gets black exterior trim as well as black leather upholstery. SE and SEL variants of the Eclipse Cross receive a power-operated hatch with a kick-motion sensor, while the SE's list of standard features grows further with adaptive cruise control, a USB port for rear-seat passengers, and a leather-upholstered steering wheel. The LE model gets a free two-year subscription to Mitsubishi Connect and FAST-Key keyless entry technology. The range will expand later in 2023 with a Special Edition model that will feature "rugged, off-road-inspired styling enhancements," according to the Japanese company. Positioned as Mitsubishi's entry-level crossover, the Outlander Sport highlights Mitsubishi's off-road heritage with a Trail Edition model that's characterized by black graphics on the hood, black exterior trim, mud flaps, and all-weather floor mats. Photos of the model haven't been released yet, however. And, don't look for a 2024 Outlander Sport GT on your local dealer's lot: Mitsubishi changed the trim's name to SEL. Updates to the Mirage hatchback and the Mirage G4, which are both nearing the end of their life cycle, are relatively minor. The LE trim level positioned near the bottom of the range benefits from a longer list of standard features, including a driver's armrest, automatic headlights, and rain-sensing wipers. Graphite Gray and Jet Black join the color palette to replace Mercury Gray and Mystic Black, respectively.  Every member of Mitsubishi's 2024 range regardless of size, price, and trim level benefits from free maintenance for two years or 30,000 miles, whichever comes first.

NuTonomy shows that people quickly relax in autonomous cars

For six weeks, nuTonomy has had a fleet of self-driving taxis on the streets of Singapore, and it seems the experiment is already yielding useful information based on rider surveys. CEO Dr. Karl Iagnemma revealed at UPSHIFT 2016 that despite most first-time riders initially being nervous about stepping into a self-driving vehicle, the anxiety quickly fades. In fact, after a minute or two in the car, riders will relax into near boredom. Customers who ride along in either a fully autonomous Renault Zoe or a Mitsuibshi i-MiEV have been providing valuable feedback to engineers pre- and post-ride. The research and data obtained from their self-driving taxi service and the riders who use it is already being integrated into their future, Level 4 autonomous products. The Cambridge, MA, based company has also found that riders are attributing human-like characteristics to the vehicles. It seems that riders prefer when the machines don't behave like machines but more like people. NuTonomoy is tailoring their future vehicles to be less trolly-like. Iagnemma revealed that the company is in talks with other global cities to bring their autonomous products to the roads. Related Video: Image Credit: Adam Whittaker Green Mitsubishi Renault Autonomous Vehicles Electric renault zoe nutonomy