![]() 09/14/2013 at 08:00 • Filed to: Mitsubishi | ![]() | ![]() |
Unlike Toyota or Honda, today's carmaker has never been a big player in the Japanese-US auto market. However, Mitsubishi is now in do-or-die mode. Many are already writing off Mitsubishi, while others are holding out hope.
Why Mitsubishi Is the Best Carmaker Ever: There's very little that could be construed as positive when it comes to Mitsubishi, but killing off the !!!error: Indecipherable SUB-paragraph formatting!!! was a start. The new !!!error: Indecipherable SUB-paragraph formatting!!! looks to be fairly promising, although it's still under the radar at this point.
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Why Mitsubishi Absolutely Sucks : Most of their cars are outdated and desperately in need of redesigns. Combine this with a notoriously crappy !!!error: Indecipherable SUB-paragraph formatting!!! and you have a recipe for a sales disaster, which is exactly what Mitsubishi is struggling with right now. Things are so bad, in fact, that they could possibly quit the US market in the next few years.
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Breadwinner: The revised Outlander Sport sold 2,634 units in June, which was better than the other Mitsubishi offerings but still pretty dismal when compared to other carmakers.
Instant Classic: The Lancer Evolution franchise has been the lone bright spot in Mitsubishi's lineup for years now. They're fantastic little speed machines with excellent out-of-the-box performance. However, it may be a challenge to find gently used, unmodified examples years down the road if/when Misubishi calls it quits in the US market and the new car supply is cut off.
The One We All Want: Mitsubishi should import one of their compact pickup trucks (Pajero, perhaps?) that they sell on other continents. It could be a huge gamechanger since the US small truck market has little to offer right now. Affordable price and a diesel powertrain would make said truck even more appealing to American truck buyers. This could be a huge opportunity for Mitsubishi to dominate a segment, something that they've never done before.
Forgettable: The Galant wins by a mile. It was dull and uninspiring even when it was new back in 2003. Ten years later, even Mitsubishi has a hard time finding !!!error: Indecipherable SUB-paragraph formatting!!! that has anything positive to say about the Galant. Surprisingly, Mitsubishi's dealers still move a few hundred Galants in the United States every month, but you know it's a bad car when even rental companies are starting to turn up their noses. Mitsubishi has hinted at an execution date for the Galant but the negative brand perception will linger long after it finally happens.
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Final Take : Mitsubishi has never been a huge seller here in 'Murica but the last few years have thrown the Japanese automaker a nasty curveball. None of their models are selling, and it doesn't look like the situation will change anytime soon. It also doesn't help that they're selling mostly overpriced and outdated vehicles that regularly get rejected in favor of newer offerings from Toyota or Honda. If Mitsubishi can prove they can get their act together starting with the new Outlander, there may still be hope on the horizon.
![]() 09/14/2013 at 08:11 |
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As a Mitusbishi owner since 2000 (1997 Eclipse GS-T from 2000-2003 and 2003 Evo VIII from 2003 to today) I couldn't agree more. The dealer network and service centers were never great, but they have declined dramatically from what I can tell. I had to give up on the, for service around 60000 miles because they were incompetent. Service keeps customers coming back to the brand.
The cars, aside from the Evo, have been uninspired. There is nothing in the line up of interest. Even the Evo X has been softened and mainstreamed. I have a counter Oppo opinion that electric cars are interesting (I'm on board with the battery environmental questions though) so I went in and looked at the iMEV. Shitbox. Basically an overstuffed golf cart. We tease the Prius, but at least it tries to be a car.
![]() 09/14/2013 at 08:20 |
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I won't drive a mitsubishi unless it's an Evo or a Pajero, that's it.
Or the one that got flaps before it was cool.
![]() 09/14/2013 at 09:57 |
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Pretty sad when one of the best things that can be said about a car company is that they astopped making one of their models.
![]() 09/14/2013 at 09:59 |
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The only thing Mitsubishi has ever been able to do well in the US and sell handfuls of has been fun turbocharged cars. I swear I see more EVOs than regular Lancers. How hard is it to look back and see this is your strong suit and to move forward with it. People keep bringing up the Pajero and with that the only one I think about is the Pajero Evolution....TURBOCHARGED.
![]() 09/14/2013 at 10:05 |
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The dealer network is terrible, I think it's the number one thing holding them back. I live in a metro area of +1 million people, we have a Fisker dealer, Maserati, multiple Porsche and Fiat dealers, and 0 Mitsubishi dealerships. The closest one is 100 miles away.
I had helped a non-enthusiast friend looking for a new A to B sedan, I initially sent him to look at a 1 year old Galant with less than 20k mi for sale for $11k, it seems to be a lot of car for the price, and since he was coming from a 2002 Corolla, it'd possibly be an incremental step up. But the lack of a dealer to service the car, along with the fact that even he picked up on how outdated it was, landed him in a new Elantra for $16k.
![]() 09/14/2013 at 10:06 |
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other possible reasons why Mitsubishi is loosing the game: 1 in many parts of USA it would be difficult to sell something named Evolution even though it was very inteligently designed ( maybe try Holy Lance-r next time?) 2. Spanish speaking minority might have a problem with the Pajero name (I think it means masturbator) 3. Outlander is just outlandish . In fact here in Europe Ido not recall anyone having Mitsu except some offroads.
![]() 09/14/2013 at 10:16 |
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I'm stationed in South Dakota and on my street alone there are 4 Evos. They're everywhere on the base, I'd say there's probably about 60-75, versus maybe 10 regular lancers. For comparison, there is about an equal number of WRXs with over half being STIs.
I own a 97 Montero myself, with over 150k miles. I have no issues with it and the 4wd works great. I'll go ahead and say there's no car (besides Evo) in Mitsu's lineup that interests me.
![]() 09/14/2013 at 10:20 |
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As I recall, Mitsubishi's most successful period was the late 1980s-early 90s, when they were partnered with Chrysler. Yes, a substantial portion of their products did not have a Mitsubishi logo on the outside, but as a niche carmaker and engine supplier, it seemed like they did alright.
A similar partnership (if they can find one) seems like the best way out of the mess they're currently in.
![]() 09/14/2013 at 10:25 |
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One of the benefits of the crappy dealer service support is that there are many private mechanics that started out wrenching on Mitsu's/DSM's 20 years ago and know the brand very well which enables owners to find reliable and affordable mechanics out there.
Dealership service is dismal at best. I know a guy that was called in to the dealership to flash a stock ROM on someone's ECU because the dealership didn't have the means to do it themselves.
/run on sentences
![]() 09/14/2013 at 10:39 |
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They need to release a new Eclipse with a base 4-cyl for rental fleets and a 4B11T drivetrain for enthusiasts. They also need to redesign the Galant and turn it into a performance sedan. Offer a VR4 version with an evo drivetrain and they'll start moving units. They've only ever appealed to enthusiasts anyway so why not play to that?
![]() 09/14/2013 at 10:42 |
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Mitsubishi has had a long unmemorable history. every trip to the gas station in my Starion requires an explanation that "no sir its not a Supra". Personally I'm not sure what Mitsubishi was thinking with their new design language. The Brand seemed to give up the second we hit the new millennium. There new SUVs look blandly styled after the Kia Borrego. As for the lancer goes it is a great car but just look at its competition.
![]() 09/14/2013 at 10:57 |
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This is what you guys want:
This is the small body-on-frame truck you guys might missing:
A fancy minivan wouldn't hurt, eh?
![]() 09/14/2013 at 11:02 |
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It's amazing, but also a shame, that a company which has historically offered the public almost nothing of any value, has at least made one of the world's most inspiring cars, in the EVO. When they finally close up shop, and stop sending their rubbish here, it will still be sad, because the EVO really was that cool.
![]() 09/14/2013 at 11:08 |
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They need a Starion successor/86 competitor. There's no reason it couldn't save them, if they're able to survive shurning out less than 3k cars a month of their most popular seller. Give it the 2L turbo from the Lancer Evo and style it like ye olden FTO/DSM, but updated.
and fix the Galant. Just, make it less like a turd in a fishbowl.
![]() 09/14/2013 at 11:17 |
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Have yet to see an old Mitsu motor that doesn't look like it's running on Kingsford. Could be a possible reason why they don't sell well now.
![]() 09/14/2013 at 11:26 |
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Bring back the Pajero SUV, what an amazing car!
![]() 09/14/2013 at 11:37 |
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I see these in India everywhere and lust after them...but then I couldn't suggest that this would save Mitsubishi at all, since these types of vehicles are becoming increasingly irrelevant. Shame. They need a full-on makeover and I doubt they're in any shape to do that.
![]() 09/14/2013 at 11:54 |
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Who in their right mind would buy a brand new Mitsubishi when you have other options from Japanese automakers...
![]() 09/14/2013 at 11:57 |
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"Mitsubishi should import one of their compact pickup trucks (Pajero, perhaps?) that they sell on other continents. It could be a huge gamechanger since the US small truck market has little to offer right now."
Nobody in the US, outside some small business and a few outspoken internet dwellers want a small truck. Those that do want a small truck want it cheap , which would be extremely difficult to do. A Mitsubishi L200 pick up starts at around $28,000 in the UK before VAT. A model with 4wd and a better engine cost over $50k after VAT. I know those numbers don't directly convert but you get my point.
And that's all if they could get it sold here, remember Mahindra? Even if it was successful 25,000 trucks a year, at low profit margins, ain't going to save a dying company.
![]() 09/14/2013 at 12:33 |
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I like it. Really, with the EVO being their only interesting car in the US, why not just become the sporty jap carmaker?
![]() 09/14/2013 at 12:36 |
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They will be alright, besides they still make TV's, washing machines, AC units.
![]() 09/14/2013 at 12:43 |
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As a current '03 Mitsu owner, I'll be the first to say there aren't any frills here. What there is is brutal mechanical precision. While I might be knocking on wood, I'll boldly declare that you can't break a Mitsu.
Granted, I've used Mobil 1 since day 1, but the valvetrain is a joy to behold when I peek at it. I've had zero problems with the thing since I got it.
My experience might be one in a million (well, one in a coupla thousand), but the fact is that my Lancer has been indestructible, while my girlfriend's Mazda 3 has had all sorts of little issues, including a semi-negligible valve-stem oil leak. And mine's got more than twice the mileage.
![]() 09/14/2013 at 12:48 |
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As a Lancer owner, I can say that the design for it, even after close to 10 years, still looks pretty nice. RALLIART made one hell of a prototype back in the day and a lot of designers took cues from it. I still believe the Lancer design looks lovely.
And yes, I agree with the article 100%. For a few exceptions (like 2 dealers) where I live, the service is TERRIBLE. They know jack about the car they'll be giving service to. Mitsubishi should really step in and slap some faces hard.
As for the Pajero import, I'd really love to see one, but since it's smaller than the current Outlander, it won't sell that well. It's an amazing vehicle in my opinion, but comes short between the 4Runner / 'Cruiser and the Terrano. It's a little more expensive in most parts, while it doesn't offer really that much more. The ASX is another great choice to import as well. It's a direct contender to the XV and, maybe, the Outback.
For real, aside from the Lancer and the current Outlander (it is a good ride, really), they don't have pretty much anything to battle with. The iMIEV is a glorified golf cart and the Galant is ugly (I won't say it's a bad car, cause it ain't) and overpriced.
Hope Mitsubishi finds its way before its too late, really. They're a great car making company and I'd be really sad to see them fail.
Also, they have great car audio. For the price, they're amazing.
![]() 09/14/2013 at 12:52 |
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It takes a very unique blend of skills to survive in the US market. Seems Mitsubishi just ain't got it... much like Isuzu. It needs a US or European partner, or a merger. No Chinese firm will buy a share in Japanese company, with the Chinese "patriotism" and all that.
![]() 09/14/2013 at 13:17 |
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Perhaps Mitsu' should team up with Tesla and get manufacturer direct sales passed by the corrupaticians. If the dealer network could be dismantled it may be able to save struggling companies and new upstarts alike. More market competition results in greater innovation and better consumer options.
Just saying
![]() 09/14/2013 at 13:18 |
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Is "Jap" no longer a pejorative? Idgaf, just wondering.
![]() 09/14/2013 at 13:23 |
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It was still a well-selling model when they killed the Montero Sports program for the forgettable and not field vehicle-worthy Endeavor. My 'Sport has 213,000 miles on it with the original engine, transmission and clutch. Maybe they thought they were making them too good and needed to sell something that would be more quick to die.
![]() 09/14/2013 at 13:34 |
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Probably cringeworthy if an 80 year old from Texas says it, but as a 20something from the most diverse city in the world (not obvious things over the internet) I think it's acceptable short form in casual conversation.
![]() 09/14/2013 at 13:34 |
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I used to drive Pajero's in Iraq, those things were amazing and could take a beating. It survived rotations of men learning how to drive stick. I would pick one up if available in states
![]() 09/14/2013 at 13:39 |
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Lol. I agree, though. Mazda is doing their best, Scion (and by extension, toyota, or vice versa) now has a fun car LOLzuki is no more, Scoob has the WRX, STi, 86, Nissan has the 370 and GT-R.
Mitsubishi wouldn't be out of their mind to get a bit more sporty.
![]() 09/14/2013 at 14:10 |
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If "Jew" is okay, then I think "Jap" is okay.
![]() 09/14/2013 at 14:12 |
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They would probably run afoul for CAFE standards pretty quickly if they only sold Evos and Starions. I guess they could through out an electric version and call it the EV-O
![]() 09/14/2013 at 14:13 |
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Keep the ralli-art lancer and thrown in a fairly efficient small sports car (the FR-S gets basically economy car mileage) and I think you'd be ok.
![]() 09/14/2013 at 14:20 |
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It's weird that when you say Japanese SUVs, there are two companies that pop into my mind. They are Isuzu and Mitsubishi. Maybe Suzuki.
When you ask me which Japanese automakers have had/are having the roughest time in America, my gut reaction is Isuzu and Suzuki. And then Mitsubishi.
But we buy so many SUVs.
Remember when Toyota was able to launch a whole subbrand off some shitty kei car? I do, too. I guess Mitsubishi doesn't. They went the fucking safe-route going with this little Mazda 2-ass Mirage, and boy are they gonna pay for that.
Lancer Cargo would be a good idea, because the thing is so goddamn fat it looks like a crossover. Which people love. It'd probably be cheaper than actual crossover, though.
How the fucking morons at Mitsubishi sat through the Cube/Element/Soul/xB phase without touching the D2 or the Toppo ("Roadest" trim pictured above) is beyond me. Offer it in white. Hipsters will be unable to control their massive erections.
GMT SUVs saved Cadillac, and remain a solid seller across all three of GM's relevant brands in the US. And hell, I haven't seen a single advertisement for one. Mitsubishi is the only Japanese brand I can think of (besides Toyota) that makes tough looking SUVs with an offroady heritage... just like the Tahoe has. And yet, they just sit there and let GM get all the cash.
![]() 09/14/2013 at 14:31 |
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Diamond Start Motors should've become a full-fledged car company like Daimler Chrysler and what Fiat is doing now. Japanese cars are better than most German or Italian cars.
The new Dart is OK, but a Colt would've been better.
![]() 09/14/2013 at 14:39 |
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Actually, the crappy dealerships, and our LeMons team, encouraged me to get more directly involved in the maintenance of the cars. I've done the timing belt on the Evo as well as changed all the dif and gearbox fluids. Brakes are a breeze and I have been doing them myself from day one.
Oh, and to Epic_Cheese's point, that well maintained and unmofied Evo lives in my garage.
![]() 09/14/2013 at 14:44 |
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I would disagree on a personal level. I can't speak for the global market. I've owned a midsize trick, 1995 Dodge Dakota, and I now I have a Chevy Silverado. I would really rather have the smaller truck right now, but it wasn't an option.
![]() 09/14/2013 at 14:46 |
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2 in a million. I'm right there with you. Take care of it and you are fine.
![]() 09/14/2013 at 15:34 |
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why does nobody acknowledge the 3000GT? it was a great car :(
![]() 09/14/2013 at 15:51 |
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You can still buy a Tacoma, Frontier, or Colorado (A Mitsubishi truck is no smaller or better by the way) . What's that you say? They're too big/thirsty/expensive? Well no shit, that's why people don't buy them anymore instead they go for fullsizes. Why don't they make a smaller truck? Because it would cost too much to build a truck from the ground up just to satisfy a small niche of the market (with small profit margins).
The only things on the market smaller than say a Frontier are those goofy East Asia and South American "trucks."
![]() 09/14/2013 at 16:22 |
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That generation of Lancer seems to be the only decent product Mitsubishi has made since...I dunno...a VCR in 1987.
![]() 09/14/2013 at 16:23 |
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Can confirm as an '03 eclipse owner that you can't break them. That car got air-borne, brake drifted, and just flogged in general. Only thing that broke was a tie-rod from getting air at 100 +. Ahh to be 16 again.
![]() 09/14/2013 at 16:24 |
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Yeah. I'd definitely buy an electric car with Mitsubishi build quality. Oh wait. I can. And I still wouldn't. Because nobody does.
Its not about OMGZ DEALERSHIPZ!!!11 Its about garbage product.
![]() 09/14/2013 at 17:03 |
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Small light RWD car, call it the "Zero" or something maybe, no ones alive to get pissed anymore
![]() 09/14/2013 at 18:16 |
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I have a 2003 Lancer ES (With options!).
It's been super reliable mechanically but some parts are slowly starting to go.
The rear speakers no longer receive a signal; The temperture knob sheared off when it was cold out (Like, 31f), and the left headlight is dim until you get out and bang on the glass.
Everything else works great though!
![]() 09/14/2013 at 19:57 |
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Mitsubishi has had an alliance with Peugeot-Citroen for several years.
out of it, Peugeot & Citroen got crossovers. I'm not sure what Mitsubishi got out of the arrangement besides an electric powertrain, but I don't understand why Mitsubishi didn't get a version of the C5/508 to replace the Galant. likewise, PSA could have teamed up with Mitsubishi for the Colt replacement.
Mitsubishi is still a strong player in some emerging markets like Indonesia and the Philippines, where PSA is non-existant.
![]() 09/14/2013 at 20:27 |
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Maybe if they made a small diesel available? The big pull of diesels appears to be the very low maintenance and cost of ownership over time; for customers making deliveries over huge distances, this could be a selling point.
![]() 09/14/2013 at 20:29 |
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I'd argue in favor of something in the vein of the old Eclipse. Tiny, commodity transverse front-mounted powerplant, and optional turbo and AWD system for the freaks. A small car with a 200HP N/A L4 or 270HP turbo equivalent could be made at a very competitive price - if Hyundai's been doing it for years in the Sonata, how hard could it be to charge the same for something smaller?
![]() 09/14/2013 at 21:32 |
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Well I think that many truck buyers today are being pushed into the larger trucks (F150, Silverado, Ram) when a smaller truck would work just fine. The automakers have a valid reason for this strategy, mainly that the profit margins are much, much higher on a full-size versus a midsize or compact truck. Also, in the case of Ford, a new Ranger would eat into F150 sales and Ford would subsequently lose the truck sales crown which is a major selling point with them.
![]() 09/14/2013 at 21:34 |
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One thing that I've noticed with many Mitsubishi stores is that they share showroom space with a larger brand, most often Ford or Nissan. This means that the Mitsubishi guys have to compete for attention and often get pushed off to the side. A move like this could seperate them from the pack and could possibly help turnaround sales. However, it's a bold strategy and I don't see many automakers, especially Mitsu going down this road.
![]() 09/14/2013 at 21:36 |
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Yeah try putting a Galant next to that and see which one people pay attention to.
![]() 09/15/2013 at 01:46 |
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The EVO is a really cool car. A really cool car that I will never buy. All their other cars are boring/badly built or both. Frankly I don't think anyone other than EVO fans (and how many of them would actually buy an EVO? I'm a fan and I don't want to buy one) would even notice if Mitsubishi went missing.
![]() 09/15/2013 at 05:21 |
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That's been my experience, too—the Japanese Mitsus are VERY well made. Fit and finish on the interior aren't great, but the things that matter (engine, etc.) just WORK.
![]() 09/15/2013 at 05:38 |
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I drive a Mitsubishi, and I'm sad that they've turned into the state they're currently in.
I hope they don't die.
![]() 09/15/2013 at 09:12 |
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Grew up on Mitsubishis here as an immigrant in the Middle East, travelled to Kenya and in my home country of Philippines. The Pajero(Shogun) is one of the unsung heroes of those roads. They could go anywhere, i've seen an old 1997 shogun mount dunes rigged up Land Cruisers couldn't. The L300's SUV cousin, the Montero, is a great Xterra/Fortuner alternative. You could bash the Land Cruiser, Patrol or GMCs for being a Sheikh's car, but a Pajero? no one could say anything bad about it. Everyone grew up with one around, it was affordable, powerful, it got the job done. Once got into an accident with the old Spacewagon (before they replaced it with the Grandis) got rear-ended by a Honda at 60Kmph (don't know what that is in ) the Honda's front was gone, our little minivan had a dented fender. When they stopped making the Magna (VRX, sniff) and replaced it with the Galant, it pissed off a lot of loyal customers who went straight to Honda and bought an accord or the then-new-generation Altimas. Bring back the Magna, update the Pajero (keep it truck based) and the Outlander, keep updating the Lancer.
![]() 09/15/2013 at 14:25 |
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As a Japanese person, I find it a pejorative. It was used as such during WW2, and if the atrocities committed by my people are not ok, that term shouldn't be either.
![]() 09/15/2013 at 15:13 |
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I have a 2012 Mitsubishi Lancer Ralliart and it's an awesome car. Certainly the best sports sedan in its price range along with the WRX if you're looking for performance over luxury and it's more practical as a daily driver than an Evo X. A lot of clueless people flame it for being "overpriced" compared to the base WRX (at least in the US, WRX is actually way pricier in Canada) because it has a bit less power and completely miss the fact that it has the great high-end transmission from the Evo MR and front/rear diffs. There's the excellent looks too. Both cars are great anyway, but one understeers a lot (WRX) and the other just needs a tune and a set of better tires to fully wake up (Ralliart).
Too bad the Ralliart is not all that popular in the US (Canadian dealerships, on the other hand, can't keep it in stock). In any case, USA is the only market for the company that is in any actual trouble. Mitsubishi Motors is still making tons of profits worldwide (unlike the enthusiast's favorite brand, Mazda, which is still bleeding money).
![]() 09/15/2013 at 16:18 |
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As a 1GB GSX (project car...of 6 years) owner, when I read...
"There's very little that could be construed as positive when it comes to Mitsubishi, but killing off the Eclipse was a start."
...I was like HE...eh, well, yeah.
After TF&TF 2 I was ready for the Eclipse to die. They had understood the obvious; it wasn't wise to feature the realdeal evo finally in the US and give the same drivetrain to a gsx model eclipse. ..wouldn't have sold next to an Evo anyway Christ it took Tyrese and purple airbrushing to make that thing...still the most forgetable TF&TF car in franchise history.
I love my car its a 2900lb 500ish hp awd rocket ship with a low slung, leather clad driver centric cockpit with a comfy Momo wheel and intimately illegal window tint and I love climbing in it to do bidness. I'm happy with it staying a relic.
![]() 09/15/2013 at 17:22 |
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I've got a 2012 lancer and I think it's a handsome looking car as well. Though I'm a bit worried that the new one will go all bubbly like the mirage styling. It drives really well, but the paint is really weak.
![]() 09/15/2013 at 21:37 |
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It won't happen because the US imposes a 25 percent tax on imported light trucks. Known as the Chicken Tax, it was imposed in 1961 as a response to European bans on the import of US chicken. Most of the other taxes created as part of the "Chicken War" have been repealed, but with the support of the US auto industry, the truck tariff has stuck around. Ironically, Ford, which had been one of the biggest supporters of the tax is now being hurt by it They can't bring their global model Ranger to the US because it's being built in Mexico and would cost as much or more than a F150. And the Transit Connect compact van has to be shipped to the US with a full passenger interior to avoid the tax. The interior is then stripped out and junked before the van is sold to commercial customers.
![]() 09/15/2013 at 23:48 |
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Chicken Tax?
![]() 09/15/2013 at 23:54 |
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Chicken Tax?
![]() 09/16/2013 at 10:40 |
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Ditto... My baby... IX MR 36kmile 286 HP. LOVE IT!
![]() 09/16/2013 at 23:49 |
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Making one decent car since 1994 that you didn't even sell in the US until 2003 does not make a good car company. Mitsubishi is a gigantic corporation and cars are just a side business, not a labor of passion for cars, like Mazda or BMW...
FWIW, the Eclipse isn't even really a Mitsubishi... just like the Pontiac GTO wasn't really a Pontiac (Australian body with Chevy motor).