Image Makeover Won't Be Easy, Says Mitsubishi's North American Boss, but at Least People Are Buying Its Cars

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.

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China Resurrects a Great Nameplate for a New Chevy: 'Cavalier'

No matter who you are or what status you hold in society, at some point in the past 34 years you did something in a Chevrolet Cavalier, and it was probably a lackluster experience (barring anything in the backseat, though even then…).

For reasons unknown, the nameplate that once summed up everything that was wrong with domestic compacts will return to the automotive landscape on a China-only Chevrolet model, GMInsideNews reports.

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  • AZFelix Hilux technical, preferably with a swivel mount.
  • ToolGuy This is the kind of thing you get when you give people faster internet.
  • ToolGuy North America is already the greatest country on the planet, and I have learned to be careful about what I wish for in terms of making changes. I mean, if Greenland wants to buy JDM vehicles, isn't that for the Danes to decide?
  • ToolGuy Once again my home did not catch on fire and my fire extinguisher(s) stayed in the closet, unused. I guess I threw my money away on fire extinguishers.(And by fire extinguishers I mean nuclear missiles.)
  • Carson D The UAW has succeeded in organizing a US VW plant before. There's a reason they don't teach history in the schools any longer. People wouldn't make the same mistakes.