- What segment sells in strong volumes in America?
- What segment is considered poison by American consumers?
- Why is Mitsubishi neglecting a popular segment while focusing on an unpopular one?
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I’ve always been fascinated by the Mitsubishi Lancer Evolution. Not fascinated enough to buy one, of course, although I think that even I – an unemployed blogger who wears pants at least two days per week – could qualify for financing through Mitsubishi Credit. Presumably, this would depend on whether I arrived at the dealership wearing pants.
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?
I review fairly few new cars, but when I head to the American Irony 24 Hours of LeMons race at the Autobahn Country Club in Joliet, Illinois, I feel like I need to take on a country club sort of approach. That means I need the appropriate press car for an official at the race that feels like Caddy Day at the Bushwood Country Club pool. In 2011, I tried to get Chrysler to get me an Avenger R/T, because who wouldn’t want the fallback rental-car Dodge with 283 front-drive horsepower? Instead, I got the Challenger SRT8 392, which was fun but certainly no Avenger R/T. For the 2012 American Irony race, I decided that what I needed was the nice version of Mitsubishi’s contribution to the current rental-car gene pool: the Galant SE. What I got, thanks to Mitsubishi axing the Galant (though not cold blasting it) and generally acknowledging that the Evo is the only big Mitsubishi blip left on Americans’ car-awareness radar, was this white ’13 Evolution MR. Hey, that’s what I’ve got, that’s what I’ll review. (Read More…)
Reviewing a car a week, and dispatching the great majority as boring (if not in so few words), I begin to wonder whether I’m pursuing some fantastical ideal. Perhaps the concepts of communicative steering, a connection with the car, and a visceral driving experience are just something I have in my head? Can they actually exist in the real world? As the weeks roll on, one begins to have doubts. Then fate places a Mitsubishi Lancer Evolution MR in the driveway.
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