The Japanese brand’s product lineup has never been so lean since they set up shop in Canada, and we're wondering what the future holds for them.
The Eclipse, Galant and Endeavor were all retired over the last year, which isn’t catastrophic since they never sold in large quantities. That leaves the Lancer sedan and hatchback (now in its seventh year without a redesign), the RVR, the Outlander and the electric i-MiEV.
The Lancer Evolution’s future is also unclear at this point, as it doesn’t fit well with the company’s pursuit of environmental cleanliness.
In short, Mitsubishi showrooms are pretty quiet these days. However, the 2014 Outlander, which should be on sale next year, is a ray of sunshine in their cloudy sky. A plug-in hybrid version of the next Outlander will be produced, equipped with a 2.0L engine and electric motors at both ends. In EV mode, it should boast a range up to 55 km and accelerate up to 120 km/h. According to Mitsubishi, it should deliver a fuel consumption average of 1.6L/100km, which sounds unrealistic, but we’ll see when the time comes.
That’s not enough, though. The Lancer is in dire need of a redesign and more fuel-efficient engines. The RVR is slowly getting better with some improvements received every model year. The i-MiEV will remain a low-volume car for the time being.
Mitsubishi needs to add a subcompact car to their Canadian lineup to compete with the Ford Fiesta, the Kia Rio, the Toyota Yaris, the Honda Fit and the Hyundai Accent. The new Mirage, based on the Global Small concept, should finally make its way to our shores. Small cars may not be very profitable, but at least they draw more people into showrooms and get sales numbers on the board.
Mitsubishi also needs a competent midsize sedan, especially in the United States. Rivalling the Honda Accord, the Ford Fusion, the Nissan Altima and the Toyota Camry won’t be easy, but it has to be done if the company wants to thrive in North America.
What Mitsubishi really needs, though, is a marketing strategy. Being a green automaker isn’t enough in the eyes of the consumer; it has to be mixed with something else to produce anything resembling a blip on the car shopper’s radar. The brand has always been recognized as a producer of dynamic, driver-engaging cars, and maybe they should stick to that. Here’s a start: Keep the Ralliart performance branding, and promote it across the model lineup. Come to think of it, an i-MiEV Ralliart might be a good idea.
The Eclipse, Galant and Endeavor were all retired over the last year, which isn’t catastrophic since they never sold in large quantities. That leaves the Lancer sedan and hatchback (now in its seventh year without a redesign), the RVR, the Outlander and the electric i-MiEV.
The Lancer Evolution’s future is also unclear at this point, as it doesn’t fit well with the company’s pursuit of environmental cleanliness.
 |
In short, Mitsubishi showrooms are pretty quiet these days. However, the 2014 Outlander, which should be on sale next year, is a ray of sunshine in their cloudy sky. A plug-in hybrid version of the next Outlander will be produced, equipped with a 2.0L engine and electric motors at both ends. In EV mode, it should boast a range up to 55 km and accelerate up to 120 km/h. According to Mitsubishi, it should deliver a fuel consumption average of 1.6L/100km, which sounds unrealistic, but we’ll see when the time comes.
That’s not enough, though. The Lancer is in dire need of a redesign and more fuel-efficient engines. The RVR is slowly getting better with some improvements received every model year. The i-MiEV will remain a low-volume car for the time being.
Mitsubishi needs to add a subcompact car to their Canadian lineup to compete with the Ford Fiesta, the Kia Rio, the Toyota Yaris, the Honda Fit and the Hyundai Accent. The new Mirage, based on the Global Small concept, should finally make its way to our shores. Small cars may not be very profitable, but at least they draw more people into showrooms and get sales numbers on the board.
Mitsubishi also needs a competent midsize sedan, especially in the United States. Rivalling the Honda Accord, the Ford Fusion, the Nissan Altima and the Toyota Camry won’t be easy, but it has to be done if the company wants to thrive in North America.
What Mitsubishi really needs, though, is a marketing strategy. Being a green automaker isn’t enough in the eyes of the consumer; it has to be mixed with something else to produce anything resembling a blip on the car shopper’s radar. The brand has always been recognized as a producer of dynamic, driver-engaging cars, and maybe they should stick to that. Here’s a start: Keep the Ralliart performance branding, and promote it across the model lineup. Come to think of it, an i-MiEV Ralliart might be a good idea.