The key component is undoubtedly the Lancer model just launched in the U.S., since compact cars do huge numbers in Canada, on a purely volume basis as well as on a per-capita basis.
A compact SUV to be launched next summer as a 2003 will be sold in Canada a few months later. Then the bigger Montero SUV will be designed for and built in North America by 2003, with a revised Galant mid-sized sedan to follow in 2004, with the high-profile, low-volume Eclipse sportscar to get an upgrade in 2005.
These models cover a lot of ground, but Gagnon agrees under questioning that "We're not in all segments." Most importantly, Mitsubishi does not and will not have a minivan, which is an even huger market in Canada than compact cars.
 2001 Mitsubishi Montero |
"We will have a 7-passenger Montero SUV for minivan buyers," he says, adding that the next Montero is going to be more of a crossover vehicle than the truck-based model currently sold.
Whatever models are offered to Canadians, they will be pitched by people who know what the Canadian market is all about and who want greatly to make a success of Mitsubishi's development in their home country.
So while the vast majority of Canadian consumers don't even know what Mitsubishi's product lineup is right now, the betting's strong that they'll be considering Lancers and Galants and Eclipses and Monteros before too long.