Mitsubishi Launches Its New Raider Sport Truck in Detroit

New Mitsubishi Raider Offers Truck Buyers Something Completely Unique

A large crowd gathered in Mitsubishi Motors North America's display stand in preparation of the Japanese automaker's much

Mitsubishi debuted its much anticipated Raider pickup, and it looks well worth the wait. (Photo: Trevor Hofmann, Canadian Auto Press)

anticipated Raider pickup truck and new Eclipse sport coupe, and those in attendance soon found out the wait had been worth it.

Pointed the way towards what could very well be a profitable new market segment for the brand, Mitsubishi's new Raider pickup truck appears to be something completely new at first glance. Its assortment of stylish curves and sharp angles is unorthodox for the pickup truck segment, but nevertheless should be welcome to those wanting a little more pizazz with their practicality.

If you were expecting something identical to the brand's Sport Truck concept that

Mitsubishi's new Raider pickup truck appears to be something completely new at first glance. (Photo: Trevor Hofmann, Canadian Auto Press)

showed up at last year's Detroit show, you may be disappointed. While maintaining some of the styling cues that made the concept a hit wherever it was shown, the production truck is biased more toward traditional pickup truck usage, which was a smart choice by Mitsubishi.

History shows that pickup truck buyers may indeed want attractive design, but if the vehicle can't be used for hauling equipment or towing trailers, they won't buy it. Lincoln made this mistake with its U.S.-only Blackwood, and its demise was a much publicized embarrassment for Ford.