Quick badge swaps between Chrysler and Mitsubishi were common throughout the Eighties. Mostly a one-way affair, Chrysler rebranded Mitsubishi products as Colts, Plymouths, and Dodges. These captive imports generated revenue via Chrysler’s brand recognition while cheaply filling gaps in the domestic company’s lineup.
Today marks our first Chrysler-branded Mitsubishi, and it’s certainly the sportiest rebadge we’ve seen here. Presenting the Chrysler Conquest, from 1988.
I try not to repeat manufacturers too quickly in this series of digestible crapwagons, save for last September’s Wolfsburg Week. I know I get bored writing about the same OEM, as I’m sure you like the variety. However, when I finally find a clean example of a car that has been on my wish list, I can’t help but feature it, no matter how recently we’ve seen the badge.
I never expected Mitsubishi to be the quickly-repeated marque.
Many of us laugh at the Starion now, but it was considered genuinely badass by me and my high-school peers back in 1983 or 1984. It looked fast and mean and had the magical-in-the-1980s word “TURBO” on every possible surface.
Of course, it was also a flaky, breakdown-prone money pit, but it took a few years for that to become clear to everyone. Still, Starions show up in self-service wrecking yards to this day. Here’s a battered ’84 that I saw in the San Francisco Bay Area a while back.
The Mitsubishi Starion and its badge-engineered Dodge Conquest TSi twin were more quintessentially 1980s than neon-colored leg warmers and regulatory fiascos, combined. You had your gloriously ridiculous Japanese-macho lines, bright red interior, and TURBO emblems everywhere you looked. The Starion/Conquest was quick, too, with a big turbocharged Astron four-cylinder engine. Only problem was, the Starion/Conquest was a finicky, fragile machine, best known for maddeningly undiagnosable fuel-system problems, weird electrical-system woes, and general flakiness. Many are tempted by Starion projects, but eventually most of those MitsuDodges sitting under tarps in driveways will end up in The Crusher’s waiting room, as this Denver example has done.
As is all-too obvious, I have a particular soft spot for older Japanese cars, especially the more obscure varieties. So when I walked into this Cordia, I just had to stop, shoot and write. I haven’t seen one since moving to Oregon, but there might well be some logical rationale behind that: the Cordia was almost surely was never sold there. Good luck finding any Cordia, or its Tredia sedan sibling, but if anywhere at all, its going to be here in California.
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- Jwee I think it is short sighted and detrimental to the brand. The company should be generous to its locked-in user base, treating them as a resource, not a revenue stream.This is what builds any good relationship, generosity to the other partner. Apple does with their products. My iPhone is 5 years old, but I keep getting the latest and greatest updates for free, which makes me feel valued as a customer and adds actual value. When it is time for a new phone, Apple past treatment towards me certainly plays into my decisions (as did BMW's - so long subscription extracting pigs, its been a great 20 years). Imagine how much good will and love (and good press) Polestar would get from their user base if they gave them all a "68 fresh horses" update overnight, for free. Brand loyalty would soar (provided their car is capable).
- ToolGuy If I had some space I would offer $800 and let the vehicle sit at my place as is. Then when anyone ever asked me, "Have you ever considered owning a VW?" I would say "Yes."
- ToolGuy In the example in the linked article an automated parking spot costs roughly 3% of the purchase price of the property. If I were buying such a property, I would likely purchase two parking spots to go with it, and I'm being completely serious.(Speaking of ownership vs. subscription, the $150 monthly maintenance fee would torque me off a lot more than the initial acquisition cost.)
- ToolGuy "which will be returned as refunds to citizens of the state" - kind of like the Alaska Permanent Fund? Make the amount high enough and I will gladly move to California to take advantage (my family came close to moving there when I was a teen, and oodles of people have moved from CA to my state, so I'm happy to return the favor).Note to California: You probably do not want me as a citizen.
- ToolGuy Nice torque figure.