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Auto blog
Mitsubishi leaving US? No, it's doubling its marketing budget
Tue, 12 Feb 2013We 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 Tokyo-bound PHEV concept doubles as a boom box
Wed, Sep 18 2019Mitsubishi will unveil a futuristic concept car at the biennial Tokyo Auto Show opening in October 2019 that doubles as a boom box. Billed as a small SUV, the model remains under wraps for the time being, but a dark teaser image provides insight into what we can expect. Power for the yet-unnamed concept comes from a gasoline-electric plug-in hybrid drivetrain. At this point, we'd be surprised if Mitsubishi dared to unveil a concept that wasn't electrified to some degree. While full powertrain specifications are being kept secret, we know the design study features all-wheel drive, and it's capable of driving on electricity alone for relatively short distances – all of which sounds perfectly feasible for a company that sells the Outlander PHEV already. Plug-in hybrid cars are often considerably heavier than comparable non-hybrid models because they gain a bulky battery pack, at least one electric motor, and yards of extra wiring. Mitsubishi promises its Tokyo-bound concept benefits from a downsized powertrain that's lighter than normal. Evidently taken in a room with closed curtains, the teaser image shows a sloping greenhouse accented by what looks like a pair of speakers integrated into each roof pillar. Carbon fiber seemingly keeps weight in check, and part of the gasoline-electric powertrain is visible under a clear glass panel, which is a styling cue we'd normally expect to find on a supercar, not on a Mitsubishi SUV. All told, the Tokyo-bound concept looks like a forward-thinking display of the direction the Japanese firm's vehicle development teams will take in the coming years, not an accurate preview of an upcoming, production-bound model outdoors enthusiasts will be able to go off-roading in. We'll know for sure when the Tokyo show opens its doors on October 24.
Mitsubishi Motors Chairman Masuko resigns due to health reasons
Fri, Aug 7 2020Osamu Masuko (Getty Images) Â TOKYO — Mitsubishi Motors said on Friday Osamu Masuko resigned as chairman due to health reasons and has handed over the role to CEO Takao Kato on a temporary basis. A veteran of the larger Mitsubishi conglomerate, Masuko joined the automaker in 2004 and became president in 2007. He oversaw the creation of the partnership between Mitsubishi and Nissan in 2016, which saw Nissan take a controlling stake in the company. The 71-year-old will stay on at Mitsubishi as a special adviser, the company said in a statement. It did not specify what Masuko was ailing from. Masuko was at the helm of Mitsubishi during a 2016 scandal in which the automaker was found to have overstated the fuel economy on its vehicles. An investigation uncovered slack governance and pressure on resourced-starved engineers as chronic issues at the company. CEO Takao Kato adds the role of chairman. (Getty Images) Â The scandal was Mitsubishi's third in two decades, and it pummeled profits and tarnished the automaker' s brand. At the height of the scandal, Nissan lent its smaller rival a lifeline by offering the company $2.2 billion for a 34% controlling stake. The deal was agreed between Masuko and then Nissan CEO Carlos Ghosn, and brought Mitsubishi in as a junior partner in the Nissan-Renault automaking alliance. Masuko later denounced his ties with Ghosn following Ghosn's 2018 arrest in Japan over financial misconduct, charges that Ghosn has denied. All three members of the alliance are currently mired in financial problems after years of aggressive expansion policies under Ghosn's leadership resulted in falling vehicle sales. A further drop in global car demand due to the coronavirus pandemic has exacerbated these problems, and Mitsubishi, Nissan and Renault are each bracing for steep annual operating losses this year. Related Video: Â Â Â