By on June 5, 2018

All-New Mitsubishi Eclipse Cross Compact SUV - Image: Mitsubishi

Mitsubishi North America CEO Fred Diaz knows people think of his company as a purveyor of vehicles with a singular appeal: their affordability. The flip side of the coin is that people think the brand’s lineup is cheap, in the negative sense. Something must be done.

The regional boss of the automaker with the saddest Detroit auto show display knows that stigmas aren’t erased overnight. But he’s got ideas on how to turn things around. In the meantime, Americans are going out and purchasing ever greater numbers of the company’s cars. Especially last month. (Read More…)

Recent Comments

  • jack4x: You can do the same with early K5 Blazers, and for the same reason. Everything besides the frame is available.
  • ajla: “Because that’s the image the target buyer wants to project” What image is that? In the land of...
  • dal20402: Gen 1 SHO owner here. “Everything to keep a gen 1 SHO on the road” is all of the parts that...
  • dal20402: Yup. One of those in dark green with a grey interior, and wool seats sourced from a Celsior, would be in my...
  • ttacgreg: Thing is there needs to be a high population of said vehicles to support legacy parts. Mazda recently...

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