Industry Report Part 1: Mitsubishi Faces Unprecedented Challenges in Canadian Market

While the compact Lancer has always been a fun car to drive, even without the EVO badge, all of Mitsubishi's new models are now featuring performance as a top priority. The new midsize Galant sedan's soon to be classic "bowling ball" TV ad, where two engineers pitch bowling balls, various

All of Mitsubishi's new models are now featuring performance as a top priority. (Photo: Trevor Hofmann, Canadian Auto Press)

appliances and finally two generic compact cars (that look an awful lot like mid-1980s Nissan Sentras) at a new Galant and rival Toyota Camry from the back of two semi trucks is hilarious, and an effective way to get the car's performance-biased message across. While humorous, agile driving dynamics should be considered by consumers as much for benefits to active safety as the more common fun factor argument. After all, a more responsive car is capable of avoiding potential accidents easier than one that is slower to change lanes, brake or accelerate out of trouble.

The brand's compact Outlander takes the word "sport" in its sport utility designation very seriously, while the all-new Endeavor SUV boasts class leading driving dynamics.

"The Endeavor has the same lateral G as the BMW 330i," commented new Mitsubishi Motors North America president and CEO Finbarr O'Neill in a Canadian press roundtable that took place during the New York International Auto Show press days last week. Mitsubishi benchmarked the 330i during

The all-new Endeavor SUV boasts class leading driving dynamics. (Photo: Trevor Hofmann, Canadian Auto Press)

Endeavor's development, a lofty target considering the BMW is not only a car (not an SUV) but arguably one of the best handling in its performance-oriented class.

Mitsubishi has recently made significant strides to improve interior tactile quality as well, now rivaling the best players in the industry. What's more, most of its models come packed with a longer list of standard features than competitive products. The automaker's cars and SUVs deliver intriguing and often dramatic styling too, the final result of an inner passion for exciting and innovative products that flows top-down, from the executive level to those working in production, sales, marketing and communications.