#2018MitsubishiOutlanderPHEV

The idea was as obvious as it was brilliant. Take the hottest segment of motor vehicles on the market and stick an improbably high fuel economy figure on the window sticker. The hybrid revolution made the ungainly Prius a certified success — so why not a crossover? And why not add a plug to it, letting it run on battery power for a longer distance?

In 2013, Mitsubishi did just that, only overseas. Americans would have to wait.

Finally, the 2018 model year brought the Mitsubishi Outlander PHEV to stateside showrooms. Boasting around 22 miles of all-electric driving range, this plug-in hybrid crossover could meet many drivers’ commuting needs without using a drop of fuel. Was it worth the wait?

Mitsubishi is by no means starting from scratch in the U.S. market — the product lineup is much too stale for that. But with a new marketing agency, Butler Shine Stern & Partners, coming on board and a new crossover, the Eclipse Cross, set to arrive at dealers soon, Mitsubishi is clearly not in the same position in 2017 that it was in 2009.

2017 is set to be fifth consecutive year in which Mitsubishi’s U.S. volume improves and the first year since 2007 in which Mitsubishi sells more than 100,000 vehicles. That’s still a far cry from 2002, when Mitsubishi sold 345,000 vehicles, but Mitsubishi has reasons to be pleased with the growth.

Perhaps more than any other change at Mitsubishi’s U.S. operations, however, the arrival of the plug-in Mitsubishi Outlander symbolizes a new day for Mitsubishi Motors North America. It is, after all, finally here after years of delay, and it’s an exclusive product for Mitsubishi’s dealers, free from direct competition. Yet while the dawn of the 2018 Mitsubishi Outlander PHEV speaks of further commitment to the U.S. market, it’s not by any means about to become a popular vehicle.