If you don't care for the Dodge Dakota mid-size pickup with all its stable dealers across North America, then how do you feel about a rebadged model of the Dakota called the Raider that will be sold by crisis-wracked Mitsubishi and its small and struggling dealer network?
This is the kind of question the smart pickup truck buyer probably won't find too difficult to answer, unless they truly think that an "import-badged" truck built in Detroit has better quality and more cachet than a Dodge Dakota off the same assembly line.
If not that, then they might find the unique exterior styling of the Raider worth the gamble. It certainly looks different from the Dakota that it comes from, using a curvy shape in place of the Dodge's angular, boxy forms.
This shape is supposed to "establish a new benchmark in truck design" because the people in Cypress, California, "stepped outside the box" in creating it. "Its dynamic look with an urban edge is highlighted by a sporty "one line" flush profile and curved full surfaces complemented by a distinctive hood, flared wheel arches and step-side style fenders that give the Raider a toned, muscular physique."
Beyond the unique style of Raider, Mitsubishi's marketing types reckon that the fact that it's the "only import brand to offer a 4.7-ltire V-8" will be important to many buyers, which relies heavily on the notion that people will be fooled into thinking it's actually a Japanese vehicle in any significant way and that Mitsubishi is deserving of the import mystique that better and more successful Asian firms have created.
Whatever you think of all that, the primary charm of the Raider is the same as it is for other recent entries in this category, which got to look bigger and more powerful without going up too much in price. This has made mid-size trucks a much better bargain in relation to full-size pickups which are only slightly bigger now but still more expensive, which is mirrored in the soaring sales of the former and the declining sales of the latter.
The people who might step up to the Mitsubishi window and put down their money are "passionate about what they do," says Rich Gilligan, the president and CEO of Mitsubishi Motors North America. He believes that Raider "captures this passion and sense of purpose in the truck they drive. The Raider gets the job done, in style."
Gilligan says Raider is designed for active truck buyers, the type of people who need the cargo-carrying capacity of a truck, "but who do also want the aesthetic appeal that has become synonymous with Mitsubishi."
Many will view this truck as an SUV alternative, Gilligan claims.
Available in a combination of extended and double cab body styles, two- and four-wheel drive models and with V-6 and V-8 options, the Raider "offers a configuration for nearly every conceivable need," says Gilligan.
The truck bed features more than 1,132 litres of hauling capacity, which Gilligan calls "ideal for handling a variety of jobs and odd-shaped cargo. Its fully boxed, hydro-formed and roll-formed steel frame creates an extremely rigid body, and in combination with the front independent suspension, helps to create a comfortable and capable ride and handling package."
The Raider LS Extended Cab model features the 3.7-liter V-6 engine that produces 210 hp and 235 lb-ft of torque, attached to either a Getrag six-speed manual or a four-speed automatic.
The chassis features power rack and pinion steering, heavy duty suspension, vented front disc and rear drum brakes, ABS, and front and rear stabilizer bars.
The LS trim line features 16x7-inch full-face steel wheels and 245/70R16 on-and-off road tires, with a full-size spare tire.
This is the kind of question the smart pickup truck buyer probably won't find too difficult to answer, unless they truly think that an "import-badged" truck built in Detroit has better quality and more cachet than a Dodge Dakota off the same assembly line.
If not that, then they might find the unique exterior styling of the Raider worth the gamble. It certainly looks different from the Dakota that it comes from, using a curvy shape in place of the Dodge's angular, boxy forms.
This shape is supposed to "establish a new benchmark in truck design" because the people in Cypress, California, "stepped outside the box" in creating it. "Its dynamic look with an urban edge is highlighted by a sporty "one line" flush profile and curved full surfaces complemented by a distinctive hood, flared wheel arches and step-side style fenders that give the Raider a toned, muscular physique."
Beyond the unique style of Raider, Mitsubishi's marketing types reckon that the fact that it's the "only import brand to offer a 4.7-ltire V-8" will be important to many buyers, which relies heavily on the notion that people will be fooled into thinking it's actually a Japanese vehicle in any significant way and that Mitsubishi is deserving of the import mystique that better and more successful Asian firms have created.
Whatever you think of all that, the primary charm of the Raider is the same as it is for other recent entries in this category, which got to look bigger and more powerful without going up too much in price. This has made mid-size trucks a much better bargain in relation to full-size pickups which are only slightly bigger now but still more expensive, which is mirrored in the soaring sales of the former and the declining sales of the latter.
The people who might step up to the Mitsubishi window and put down their money are "passionate about what they do," says Rich Gilligan, the president and CEO of Mitsubishi Motors North America. He believes that Raider "captures this passion and sense of purpose in the truck they drive. The Raider gets the job done, in style."
Gilligan says Raider is designed for active truck buyers, the type of people who need the cargo-carrying capacity of a truck, "but who do also want the aesthetic appeal that has become synonymous with Mitsubishi."
Many will view this truck as an SUV alternative, Gilligan claims.
Available in a combination of extended and double cab body styles, two- and four-wheel drive models and with V-6 and V-8 options, the Raider "offers a configuration for nearly every conceivable need," says Gilligan.
The truck bed features more than 1,132 litres of hauling capacity, which Gilligan calls "ideal for handling a variety of jobs and odd-shaped cargo. Its fully boxed, hydro-formed and roll-formed steel frame creates an extremely rigid body, and in combination with the front independent suspension, helps to create a comfortable and capable ride and handling package."
The Raider LS Extended Cab model features the 3.7-liter V-6 engine that produces 210 hp and 235 lb-ft of torque, attached to either a Getrag six-speed manual or a four-speed automatic.
The chassis features power rack and pinion steering, heavy duty suspension, vented front disc and rear drum brakes, ABS, and front and rear stabilizer bars.
The LS trim line features 16x7-inch full-face steel wheels and 245/70R16 on-and-off road tires, with a full-size spare tire.