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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 shows off its boxy new XFC Concept

Mitsubishi’s lineup has dwindled in the United States, but its presence is strongest in Asia, where it offers several vehicles not destined for our shores. Its latest concept vehicle previews a vision for a small utility vehicle with beefy styling and a futuristic interior. The XFC Concept is a compact SUV that Mitsubishi calls the “best-suited buddy for an exciting life.” ItÂ’s debuting at the Vietnam Motor Show later this month and is initially destined for life in Southeast Asia, though the company says it wants to expand that presence globally. The conceptÂ’s styling is a departure for the brand, whose other recent releases havenÂ’t been the easiest vehicles on the eyes (cough, cough, Outlander). Boxy lines and unique lighting are standout visual elements on the XFC, and the rear fender flares give it a muscular stance. Concepts rarely make it to production unchanged, so Mitsubishi is likely to alter the XFCÂ’s fantastic interior before release. The cabin appears to offer a mix of materials and large windows. Mitsubishi says it has class-leading interior space and notes that it focused on making the vehicle as comfortable as possible over rough roads. Flooding is an issue in the XFCÂ’s home region, so Mitsubishi gave it good ground clearance and four drive modes. Drivers can choose between normal, wet, gravel, and mud modes, and Mitsubishi says it developed the new wet mode specifically with Southeast Asian countries in mind. Mitsubishi will launch the XFC in 2023 and says an electric variant is coming down the road. Though itÂ’s still in the concept stage, the automaker plans for the SUV to become a core model for the brand on the global stage, alongside vehicles like its popular Xpander MPV.

2019-22 Mitsubishi Outlander Sport recalled for transmission fault

Mitsubishi says 76,508 Outlander Sports from the 2019 to 2022 model years need to return to dealers for updated software, according to a recall notice from the National Highway Traffic Safety Administration. Some code released for the electronic control unit managing the continuously variable transmission can suffer a fault if the unit loses power temporarily. In such instances, when power is restored, the software can command the CVT to reset to the lowest 'gear' possible. If this occurs at high speeds, the engine over-revs, and a piston can come into contact with an exhaust valve which then causes the engine to stall. It also kiboshes the engine. This is a bad possibility anywhere, but especially on the highway. It took Mitsubishi engineers about two years to figure out the problem, during which the company has dealt with 50 reports and warranty claims, but says it knows of no injuries or accidents due to the problem. The only Outlander Sports involved in the recall are those with a CVT that need a mechanical key to be started, built from July 31, 2018 to and May 11, 2022. Models with the manual gearbox or push-button start aren't affected. For now, the 2011 to 2018 Outlander Sport isn't included, the software change said to coincide with the 2019 model year. Dealers will install new software that decides on the proper CVT target ratio after a transmission control unit reset.    The automaker said it will begin notifying owners by mail on August 24. Those with questions can call Mitsubishi Motors North America customer service at 888-648-7820 and cite recall number SR-22-004. They can also get in touch with the National Highway Traffic Safety Administration at 888-327-4236 and refer to campaign number 22V563.  Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.