Mitsubishi Teases Futuristic Crossover Concept With Odd Name

Matt Posky
by Matt Posky

Mitsubishi is too busy turning the brand around to bother trickling out newsworthy content to the media. Much of what you read in the press relates to how the brand is doing as the newest addition to the Renault-Nissan Alliance, hot takes regarding its marketing decisions, and the occasional update from auto executives on future products. For the most part, the latter issue can be paraphrased into “more utility models as soon as we can get them to you,” though the company does have limited aspirations for a new sedan and pickup.

However, crossovers come first at Mitsubishi. On Tuesday, the brand put out the initial teaser for its Engelberg Tourer Concept — an ultra-modern CUV with off-road ambitions headed for a debut at the Geneva Motor Show in March.

While named after a picturesque alpine village and popular skiing destination in central Switzerland, that’s not the first thing that springs to mind. Engelberg would be a great surname for a Gregory or Eugene but not something we’d ever pick for an automobile.

While some light research reveals the region to be site of sporadic rallying, it’s not a location most racing fans would associate with motorsport. It’s truly an odd naming choice and rolls off the tongue like balled-up toilet paper. It feels like a moniker from the the turn of the century — and we don’t mean the last one. An “Engelberg Tourer” sounds like a vehicle that came with running boards and a throttle lever instead of a gas pedal.

That’s double damnation, considering the car looks to be about as futuristic as modern concepts get. The headlamps are exceptionally slim, framed by blue LED elements that help outline what looks to be a rather large grille. It’s a familiar look, as Mitsubishi incorporates the hourglass shape into the front fascia of many of its production models (and has introduced several concept vehicles playing host this more-aggressive version). Yet we can’t help but feel we’ve seen this exact face before on trade show cars like the GT-PHEV and eX (pictured above and below, respectively).

Still, we’ll reserve final judgement until the car emerges from the shadows. All we have now are the broad strokes. The Mordecai Engelberg Tourer might look totally different in the light.

According to Mitsubishi, the concept places “a focus on next-generation technology and enhanced EV performance” but that light bar on the roof screams “drive it through some mud.” How capable this car is off-road won’t matter until we find out if this concept is realistic enough to foreshadow a production model.

We’ll know on March 5th, when the Engelberg Tourer debuts at the Geneva International Motor Show.

[Images: Mitsubishi]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

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  • Trucky McTruckface Trucky McTruckface on Jan 30, 2019

    I'm not looking forward to finding out what rhymes with Engelberg in the inevitable rapping salesman ad.

  • B534202 B534202 on Jan 30, 2019

    I don't associate Hyundia/KIA with the American southwest but no one cares that they named their cars after places there.

  • Lorenzo Heh. The major powers, military or economic, set up these regulators for the smaller countries - the big guys do what they want, and always have. Are the Chinese that unaware?
  • Lorenzo The original 4-Runner, by its very name, promised something different in the future. What happened?
  • Lorenzo At my age, excitement is dangerous. one thing to note: the older models being displayed are more stylish than their current versions, and the old Subaru Forester looks more utilitarian than the current version. I thought the annual model change was dead.
  • Lorenzo Well, it was never an off-roader, much less a military vehicle, so let the people with too much money play make believe.
  • EBFlex The best gift would have been a huge bonfire of all the fak mustangs in inventory and shutting down the factory that makes them.Heck, nobody would even have to risk life and limb starting the fire, just park em close together and wait for the super environmentally friendly EV fire to commence.
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