Mitsubishi has said it plans to revive the brand in the United States. The stated strategy involves expanding its lineup and retail locations. While this is probably very exciting to those who recall driving any model equipped with the 4G63 engine, it might be wise to temper expectations. The changes being floated are relatively modest, with this being the first step in what could eventually become something bigger for the brand.
That said, the company appears to be serious about setting things right inside America and may actually be in a unique position to pull this off.
3SpeedAutomaticYou mentioned that Mitsubishi cars had lost their character. Many brands are losing that that element as well. GM is giving up on the ICE Camaro and Dodge on the ICE Challenger. There goes the Bad Boy image. Might as well get your teeth pulled and dentures put in place. Would like to see a few EVOs with cherry bomb exhaust and true 4 cylinder BIG blower turbos; 4 wheel drift capacity is mandatory!!🚗🚗🚗
TassosHere in my overseas summer palace, I filled up my tank twice in May, at 68 and 52 euros (a full 90+ liter tank fillup has taken 130-135 Euros in the past, and I am 23 miles from downtown here, while only 1-2 miles in the US)Still, diesel here is MUCH cheaper than gas. Yesterday, I paid 1,488 a liter while gas was at least 1,899 (regular).Multiply by almost 4 for gallons AND by an additional 1.1 for $.
3SpeedAutomaticIIRC, both China and the EU use a standardized charger connection. About time the US & Canada to follow.Would take some of the anxiety out of an EU purchase and accelerate adoption. 🚗🚗🚗
VarezhkaThe biggest underlying issue of Mitsubishi Motors was that for most of its history the commercial vehicles division was where all the profit was being made, subsidizing the passenger vehicle division losses. Just like Isuzu.And because it was a runt of a giant conglomerate who mainly operated B2G and B2B, it never got the attention it needed to really succeed. So when Daimler came in early 2000s and took away the money making Mitsubishi-Fuso commercial division, it was screwed.Right now it's living off of its legacy user base in SE Asia, while its new parent Nissan is sucking away at its remaining engineering expertise in EV and kei cars. I'd love to see the upcoming US market Delica, so crossing fingers they will last that long.
ToolGuyA deep-dive of the TTAC Podcast Archives gleans some valuable insight here.
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