Happy Belated Birthday Mitsubishi Canada

O'Neill also didn't enjoy as tight relations with automotive giant DaimlerChrysler when CEO of the 10 percent DCX owned Hyundai either.

New on the horizon, Mitsubishi will offer its completely redesigned Diamante entry-luxury sedan in Canada this fall. (Photo: Mitsubishi)

The Germany-based multinational owns over 37 percent of Mitsubishi, with a great deal more sharing of components and vehicle architecture.

But if you've grown to love Mitsubishi's trend setting marketing campaigns, with groovy girls and hip young guys gettin' down in their Mitsus, part of the culture of the young and stylish previous CEO Gagnon, you might be disappointed in O'Neill's more pragmatic approach. "We have to have more of a rational message in the marketing... and better define what our value proposition is," stated the new CEO.