The seasoned automotive marketing boss will be an asset to new CEO Gilligan's team, filling a position that is critical for success.
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| The new sales and marketing chief will have his work cut out for him, but a lack of competitive products shouldn't be a concern. (Photo: Trevor Hofmann, Canadian Auto Press) |
The new sales and marketing chief will have his work cut out for him, but a lack of competitive products shouldn't be a concern. Mitsubishi launched a new midsize Galant sedan last year, to positive reviews, preceded by the Endeavor midsize sport utility built on the same architecture. Both offer driving dynamics that walk away from most rivals, as well as exciting styling.
The automaker also ditched two slow sellers, the Australian-made Diamante entry-luxury sedan and Montero Sport midsize, truck-based SUV; the regular 7-passenger Montero remains in the lineup.
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| Despite a strong product lineup, Schembri will have to overcome negative perceptions of Mitsubishi in the marketplace. (Photo: Trevor Hofmann, Canadian Auto Press) |
That lineup also includes one of the best handling sport compact models available, the Lancer and Lancer Ralliart, with the otherworldly Lancer EVO VIII not available north of the 49th. Its rakish Eclipse and Eclipse Spyder, a coupe and convertible respectively, will be replaced shortly. A compact SUV dubbed, Outlander, enjoys a sporty ride, descriptive of what can be expected of the brand's new Dodge Dakota-based midsize pickup truck that debuts this fall, named Raider.
Despite a strong product lineup, Schembri will have to overcome negative perceptions in the marketplace, some warranted due to mismanagement of the automaker's Japanese and North American operations, and others the result of corresponding mudslinging by competitors and media.
No matter where the negative criticism came from, however, the hurdles still remain ahead of Schembri and MMNA.