So, does Mitsubishi have a chance in the hotly contested light truck market segment? Well, if our friends at the beginning of the story are any example,
I think that the Raider does have a chance. The Japanese automaker will have minimum quotas to meet in order to keep Chrysler Group happy, being that all Raiders are built at the domestic automaker's Warren Truck Assembly Plant in Warren, Michigan, but this shouldn't be too much of a problem.
Now there's the question as to whether Mitsubishi Canada will bring it to market here? Should they, or should they put their efforts into a market segment that could potentially be more fruitful? As much as I like the Raider, Canada's rather lackluster compact and midsize pickup truck sales numbers, on the whole, make it pretty obvious that Mitsubishi should choose the latter, and opt out of the pickup truck deal in order to bring a subcompact Colt or possibly
a compact minivan to the Canadian market. Before you start to complain that I'm not thinking about the needs of Canadian truck buyers, factor in that there are a lot more Canadian subcompact buyers and these don't require the brand's already taxed dealer network to have to buy new diagnostic equipment and undergo special training just to service a single pickup truck, not to mention stock a new line with all of the added expenses, for a vehicle, once again, that will probably only find a modicum of owners.
But that doesn't change the fact that I really like this truck, and if I were a pickup buyer, which I'm not and probably never will be unless I buy a hobby farm one day when I retire, I would consider it next to Toyota's Tacoma. And that's pretty tough company here in Canada, where, next to the Dakota, Toyota has a strangle hold on this market.
Mitsubishi should feel good, however, for doing such a fine job of transforming this truck from its already impressive Dakota roots to the wonderfully refined Raider. Anyone south of the border that just happens to be reading this review, should add it to their short list.
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| Should Mitsubishi Canada bring the Raider across the line? (Photo: Trevor Hofmann, Canadian Auto Press) |
Now there's the question as to whether Mitsubishi Canada will bring it to market here? Should they, or should they put their efforts into a market segment that could potentially be more fruitful? As much as I like the Raider, Canada's rather lackluster compact and midsize pickup truck sales numbers, on the whole, make it pretty obvious that Mitsubishi should choose the latter, and opt out of the pickup truck deal in order to bring a subcompact Colt or possibly
 |
| Mitsubishi should feel good, however, for doing such a fine job of transforming this truck from its already impressive Dakota roots to the wonderfully refined Raider. (Photo: Trevor Hofmann, Canadian Auto Press) |
But that doesn't change the fact that I really like this truck, and if I were a pickup buyer, which I'm not and probably never will be unless I buy a hobby farm one day when I retire, I would consider it next to Toyota's Tacoma. And that's pretty tough company here in Canada, where, next to the Dakota, Toyota has a strangle hold on this market.
Mitsubishi should feel good, however, for doing such a fine job of transforming this truck from its already impressive Dakota roots to the wonderfully refined Raider. Anyone south of the border that just happens to be reading this review, should add it to their short list.