Mitsubishi Launches Its New Raider Sport Truck in Detroit

While as functional as the Dodge Dakota that lends its rugged platform to the Raider, it is extremely fashionable inside as

The new Raider pickup will be built on Dodge's popular Dakota architecture. (Photo: DaimlerChrysler Canada)

well, with high quality surfaces for this class, and impressive fit and finish. The seats are comfortable, switchgear intuitively laid out and of good tactile quality, and general ergonomics above average.

But why would Mitsubishi want to delve into the highly competitive pickup truck segment during a time when it is undergoing a ground up restructuring? Isn't that a risky move?

It could be seen as risky for sure, as pickup truck buyers are normally loyal to their brands, a fact that both Toyota and Nissan have experience since launching their full-size trucks. The Mitsu is a midsize pickup, however,

Mitsubishi sold more than 90,000 L200 Strada pickups worldwide in 2002. (Photo: Mitsubishi Motors North America)

which should be more palatable to import buyers, of which some may have owned a Mitsubishi pickup sometime in their past.

That's right, the Japanese automaker currently sells its L200 Strada pickup in non-North American markets and previously sold the Mighty Max, also branded as a Dodge D50, in the U.S. back in the late '70s and early '80s.

As previously mentioned, the tables are turned this time around, however, as it's Dodge that is providing the framework for the midsize Raider, derived from the popular Dakota.