Until very recently, I didn't really know a lot about Mitsubishi.
Sure, my computer's monitor bears their logo on its bottom left corner, and I was vaguely aware of their involvement with heavy equipment manufacturing, but when it came to Mitsubishi cars, well, I didn't really have a clear impression of them.
I wasn't alone.
Mitsubishi has only been in Canada for about four and a half years - a relative newcomer to a mature market. In 2005, their sales stood at only 0.7% of the Canadian market share. Like me, many Canadians weren't that familiar with Mitsubishi's vehicles, which hadn't yet established a definite image here.
Recognizing the vast potential the Canadian market holds, the company underwent some major restructuring and re-evaluation. They started by separating Mitsubishi Canada from its US counterpart -- the Canadian company now reports directly to Japan. Also underway is a more aggressive marketing campaign -- targeting youthful buyers and, by capitalizing on their huge successes in world rally -- heavily emphasizing the rugged, athletic characteristics of the vehicles.
By 2007, sales increased to just over 1% of the market share.
In October of 2006 -- a new president was appointed to Mitsubishi Canada.
Mr. Koji Soga, a 39-year veteran of Mitsubishi (beginning with Heavy Industry) recently welcomed members of the automotive press, inviting us to drive a small selection of vehicles from Asia and Europe, and to comment on their potential suitability for the Canadian market.
Triton L200 Pickup Truck
The Triton has a lengthy history in its native Thailand, going back to 1988. Mitsubishi's name has long been associated with rally success, and the Triton was the 2003 FIA Cross Country Rally World Cup winner. Design cues are lifted from the Pajero Evolution racer -- very sharp lines and "Mt. Fuji" grille.
The Triton is a mid-size truck, comparable to the Dodge Dakota (and sister truck, the Mitsubishi Raider) or Chevrolet Colorado. But the styling is markedly different. The bed can't really be described as a "box" since it features swooping lines and a rounded tailgate.
Our test vehicle was a crew cab with four full-size doors. This offered substantial passenger room, but at a cost -- the bed's capacity is substantially reduced. We wondered how a Canadian consumer would use this particular model -- it wouldn't be able to carry ATVs, snowmobiles or a full-size sheet of drywall from Home Depot.
Sure, my computer's monitor bears their logo on its bottom left corner, and I was vaguely aware of their involvement with heavy equipment manufacturing, but when it came to Mitsubishi cars, well, I didn't really have a clear impression of them.
I wasn't alone.
Mitsubishi has only been in Canada for about four and a half years - a relative newcomer to a mature market. In 2005, their sales stood at only 0.7% of the Canadian market share. Like me, many Canadians weren't that familiar with Mitsubishi's vehicles, which hadn't yet established a definite image here.
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Recognizing the vast potential the Canadian market holds, the company underwent some major restructuring and re-evaluation. They started by separating Mitsubishi Canada from its US counterpart -- the Canadian company now reports directly to Japan. Also underway is a more aggressive marketing campaign -- targeting youthful buyers and, by capitalizing on their huge successes in world rally -- heavily emphasizing the rugged, athletic characteristics of the vehicles.
By 2007, sales increased to just over 1% of the market share.
In October of 2006 -- a new president was appointed to Mitsubishi Canada.
Mr. Koji Soga, a 39-year veteran of Mitsubishi (beginning with Heavy Industry) recently welcomed members of the automotive press, inviting us to drive a small selection of vehicles from Asia and Europe, and to comment on their potential suitability for the Canadian market.
Triton L200 Pickup Truck
The Triton has a lengthy history in its native Thailand, going back to 1988. Mitsubishi's name has long been associated with rally success, and the Triton was the 2003 FIA Cross Country Rally World Cup winner. Design cues are lifted from the Pajero Evolution racer -- very sharp lines and "Mt. Fuji" grille.
The Triton is a mid-size truck, comparable to the Dodge Dakota (and sister truck, the Mitsubishi Raider) or Chevrolet Colorado. But the styling is markedly different. The bed can't really be described as a "box" since it features swooping lines and a rounded tailgate.
Our test vehicle was a crew cab with four full-size doors. This offered substantial passenger room, but at a cost -- the bed's capacity is substantially reduced. We wondered how a Canadian consumer would use this particular model -- it wouldn't be able to carry ATVs, snowmobiles or a full-size sheet of drywall from Home Depot.
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