#Mitsubishi

Mitsubishi raised the hackles of former Eclipse owners by naming its latest crossover — the Eclipse Cross — after the defunct sporty coupe. It now seems prepared to do the same to current Lancer owners.

The automaker claims there’s a new Lancer on the way, but it won’t be the same Lancer you fondly recall from years past. The market simply won’t support a traditional sedan or hatch anymore, the brand’s chief operating officer says — at least not with the kind of volume Mitsubishi desires.

No, this new vehicle will straddle the already blurred boundaries between a hatchback and a crossover. Excited yet?

Now part of an alliance with cash and platforms to toss around, Mitsubishi’s growing bolder in its quest to remind buyers that it’s not about to disappear from the American automotive landscape. Buyers, of course, are already helping the brand regain its footing. February’s U.S. sales were the highest since the heady and ominous year of 2007 (up 18.8 percent, year over year).

Through the end of February, U.S. sales are up 23.4 percent over the same period in 2017.

Having crawled out of the five-figure sales number nightmare that plagued the brand over the past decade, Mitsubishi dealers met in Las Vegas recently to discuss the near future. Some requests were granted, but a long-standing demand went unfulfilled.

The Buy/Drive/Burn series has been stuck in a time warp lately. After tackling domestic minivans from 1994 with luxury appointments, we moved on to 1997 and some nontraditional imported minivans.

Once again, we’re going to keep it in the ’90s and determine which of three imported, alternative semi-luxury SUVs should burn at the stake. Are you ready for gold badges and two-tone? Rhetorical question.

One’s an ancient model that continues to sell in significant numbers; the other’s a fairly radically styled new model in the same compact crossover segment. Together, the Outlander Sport (RVR in Canada) and Eclipse Cross make up two-thirds of Mitsubishi’s utility vehicle lineup.

It seems these two rivalrous siblings — separated by $2,900 and a host of powertrain differences — will share the same segment for some time to come, as there currently isn’t a next-generation Outlander Sport in the pipe. We might wait nearly three years before one appears. In the meantime, anyone willing to shell out less dough for a two-row Outlander Sport can expect to save cash on gasoline, as well.

It may have the smaller engine of the two, the Eclipse Cross has the greatest thirst.

Unlike the ad campaign you’ve no doubt seen for the new Eclipse Cross crossover, Mitsubishi’s long-awaited Outlander PHEV plug-in arrived on North American shores with little fanfare. Outlander PHEV sales quietly kicked off in January, years after its overseas debut.

Even though it’s just arrived, news from the Geneva Motor Show tells us there’s changes afoot for Mitsubishi’s sole green model. More grunt is on the way.

Poor Mitsubishi. Its strange history has ushered in memorable models, an important alliance with Chrysler, success on the World Rally stage, a partnership with Jackie Chan, an epic fuel economy scandal, and building debt that eventually turned it into the sad creature we know today. But there is nothing to say it has to stay mired in that ugly situation. It’s getting ready to crawl out of the dumpster and will be getting plenty of help along the way.

The Renault-Nissan Alliance, which now includes Mitsubishi Motors, announced a reformatting of its executive lineup on Thursday — adding new areas, such as quality and car servicing, where all three companies will work in tandem. Bent on efficiency savings, the Alliance said it will seek to extend its convergence in the areas of purchasing, engineering, manufacturing and supply chains next month (when Mitsubishi also gets its new CEO for North America). The ultimate goal here is to maximize profits that can then used for advanced research and development.

Where does this leave Mitsubishi? In a much better position than it once was. Despite initial concerns that Renault and Nissan would attempt to relegate the brand to Asia, where it’s strongest, the Alliance opted to improve the company’s U.S. dealership network and grow sales by 30 percent to 130,000 units per year.

Fred Diaz, who once headed the Ram brand before Nissan tapped him to lead the company’s truck division, has been put in charge of Mitsubishi’s North American operations.

While I’d love to run a headline saying something to the effect of “Mitsu Raids Corporate Cupboard for a New Raider,” I think the chances of a full-sized, badge-engineered Diamond Star pickup are somewhere between nil and nada, no matter the background of the brand’s new CEO.

Carlos Ghosn is pledging to solidify the alliance between Renault, Nissan, and Mitsubishi Motors after agreeing to stay on as the French automaker’s chairman and CEO for the next four years. He also announced the companies will take the next few weeks to develop a plan to “make the alliance irreversible.”

While we’d love to hear about an automotive blood pact or — better still — a strategy to clone Ghosn for the next hundred years, the final plan will probably be a little more mundane. But, according to the chairman’s Friday announcement, it will not include a merger — at least not until the French government gets out of the way.

As we’ve told you before, Mitsubishi’s acceptance into the massive Renault-Nissan fold spells new opportunities for the struggling brand. Platform and technology sharing, affordably developed new models, no further risk of bankruptcy — the future looks a lot brighter than it did just a couple of years ago.

Among those potential new products is a pickup truck — a segment Mitsu’s courted in the past, with varying degrees of success. Apparently, the brand’s urge to join the growing pickup field hasn’t waned, but the timeline for another new product — a downsized Outlander Sport — now appears less urgent than it once did.

The alliance consisting of Nissan, Renault, and Mitsubishi Motors is currently searching for partners for a plunge into the robo-taxi business. While chairman Carlos Ghosn claims mobility will never replace traditional ownership, he acknowledges the need to explore other avenues to remain competitive.

“A lot of people think this is substitution. It’s not — it’s addition,” Ghosn said in November. “The traditional business of building cars and selling cars and owning cars is going to continue.”

However, the supplemental businesses aren’t going off half-cocked. Ogi Redzic, Alliance senior vice president, has said he’s personally overseeing about 1,000 employees tasked with developing connectivity services for the automotive group and intends to announce the partners for the new autonomous cab service in the coming months.

Earlier this week in TTAC’s always entertaining Slack chat, Adam Tonge suggested (without sarcasm) how the B&B might enjoy discussing the market entrants of the Diamond-Star Motors company and picking favorites. Shortly after this discussion, the very DSM Plymouth Laser we saw in yesterday’s Rare Rides fell right in my lap, and this all seemed like destiny.

Of the varied selection, which Diamond-Star Motors vehicle is your favorite?

Our last Rare Ride was the little hot hatch Isuzu I-Mark RS, which was just oh-so-80s. Today we move forward in time just four years, to a different sort of sporty hatch.

This one’s Japanese and American. It’s also turbocharged and all-wheel drive. Can you handle some extreme Diamond Star?

Let’s start this with a disclaimer – it’s always a gamble to rip on a car one has yet to drive. I could end up eating these words someday if I drive the Eclipse Cross and like it. Which, of course, is absolutely possible.

Still, I don’t feel it’s entirely unfair to judge a vehicle based on observations gleaned from an auto show display, as well as from the on-paper specs. Not so long as you disclose, as I did just now, that the assessment is subject to further examination. Hell, if it was unfair, auto journalists would have one less type of story to write after each show.

Carlos Ghosn, CEO of the Nissan-Renault-Mitsubishi Alliance, says automakers are going to have to get comfortable with suppliers doing more of the work as the industry evolves. With in-car technologies progressing more rapidly than ever before, the alliance head says engineers will have to lean on parts providers to take the burden off its own engineers.

Ghosn even said he had recently spoken to supplier who accused him of not listening. “They said we are duplicating [their] work,” the CEO recalled.

“They said, ‘We are developing the same things, and at the end of the day, you’re going to order parts from me, and you’re going to pay twice — for your own development and for mine. So why don’t we start from the beginning to work together?’ That’s an important point,” he said. “We are now probably one of the largest buyers in the world.”

The automotive collective intends to sell more than 14 million vehicles annually by the end of 2022, which represents an increase of about 3.5 million units from the expected volume for 2017. The strategy includes more shared platforms and powertrains between brands, a dozen EV models, and a fleet of autonomous taxis.

It’s hard to go anywhere without hearing it. Co-workers whispering at the water cooler, long waits at the drive-thru window while the staff argues amongst itself. It’s hard to get a word in edgewise.

People are talking about Mitsubishi.

If you’ve called #fakenews on this, well, you’re right. But that isn’t to say no one’s talking about the down-on-its-luck automaker, which recently saw salvation at the hands of the Nissan-Renault Alliance. There’s more vehicles coming to the threadbare brand and, while the company’s focus remains on lucrative SUVs, that doesn’t mean Mitsubishi won’t flesh out the lineup with something traditional.