Mitsubishi USA is looking to stave off their American extinction, with new ad spending and even – get this – new product. The only question is, what exactly can they bring?
Along with a significant TV and digital ad campaign, Mitsubishi is looking to help rejuvenate their aging lineup. First up will be the all-new Outlander which, according to TTAC sources, is a good first step, but not exactly class leading. Next up will be their new Thai-built global subcompact, which has been the subject of plenty of discussion at TTAC. And then what?
Automotive News spoke to Masatoshi Hasegawa, Mitsubishi’s US car chief, who recognized the predicament being faced by the ailing auto maker. Hasegawa dropped a couple of hints as to their future product direction, stating
“We are looking into a possibility for the [mid-sized sedan] segment, and we may look into maybe a bigger brother to the Outlander”
Next up for Mitsubishi is a replacement for the aging Lancer, being previewed at the Bangkok Motor Show with the Concept G4 (shown above). As for the mid-size sedan and bigger SUV, Mitsubishi has precisely zero of these products even in the pipeline, and it’s hard to imagine that they have the development dollars lying around. A look at Mitsubishi Japan’s website is particularly telling – aside from the Lancer and Lancer Evo, the only other sedans in its lineup are the Proudia and Dignity, rebadged Infiniti M sedans. And the only larger SUV is the rugged but dated Pajero.