Industry Report Part 2: Mitsubishi Faces Unprecedented Challenges in Canadian Market

Another product glaringly missing from Mitsubishi's Canadian lineup is a minivan. Not quite as popular per capita in the U.S., the minivan is a staple north of the border due to its one size fits all functionality - remember we don't have as much expendable income than our friends down south, so if only one car is all a Canadian family can

Will Chrysler Group offer its top-of-class Caravan/Town & Country minivan to Mitsubishi for a more modern, sporty version? (Photo: DaimlerChrysler Canada)

afford then it had better do everything we need it to. While Mitsubishi makes the Grandis for foreign (and its own domestic) markets, it's a little small compared to North American vans (unless there's a new compact MPV craze around the corner). Will Chrysler Group offer its top-of-class Caravan/Town & Country to Mitsubishi for a more modern, sporty version? Chryco did much the same by making the architecture from upcoming Dodge Ram available, which resulted in the ultra-cool Mitsubishi Sports Truck Concept - ideal for the truck-crazed U.S. and expected to arrive in production form this fall. While it would make sense to allow Mitsubishi to make a sportier version of its minivan under the tri-diamond brand, this is sacred ground for Chrysler.

Currently a common architecture is reportedly being developed for the next-generation Dodge SX 2.0/SRT-4 (Neon in U.S.) and Mitsubishi Lancer/EVO, while rumor has

Mitsubishi currently doesn't offer a subcompact, minivan, or pickup truck in Canada, but hopefully that will change in the near future. (Photo: Mitsubishi Motors North America)

it Chrysler Group's future Sebring/Stratus (Stratus is currently only available in the U.S.) is being developed from Mitsubishi's Galant.

Despite the vehicles under development, O'Neill expressed a desire to exploit the relationship with Chrysler Group more than it currently is by saying, "I would like to see more sharing."

Although Mitsubishi doesn't offer a subcompact, minivan, or pickup truck in Canada, its current lineup of new cars and SUVs offers up an impressive value proposition, worthy of more consumer attention. Its new ads will definitely help get the word out, possibly generating the all-important word on the street needed to gain critical mass, which could go a long way to turn the company's fortunes around.