Mitsubishi, the Lancer and the Future
Detroit, Michigan. Larry Futers, who worked for Volvo for 10 years before joining the Mitsubishi bandwagon, is confident in the times ahead. He clearly stated to me that the old question of whether Mitsubishi had a future in Canada is moot and dead in the water. Mitsubishi is no different than Toyota or Chrysler; they are part of the Canadian automotive landscape.
His self-assurance stems from the fact that he is extremely proud of the latest vehicles from the Japanese brand. Both the Lancer and recently introduced Outlander represent real competition to the established nameplates in their respective categories.
When it comes to value, quality and pricing, he knows that his Outlander can easily duke it up with the Honda CR-V and Toyota RAV4. In the hyper-competitive compact segment, the admitted targets are the Honda Civic and Mazda3. Again and without flinching, his tone of voice indicates that the 2008 Lancer will be a real threat to the aforementioned cars.
As Mr Futers puts it, people will want to buy the Lancer and it will not be for any single reason. They will want one because of what the Lancer is and where it comes from. Mitsubishi has a long standing relationship with performance be it through the World Rally Championship or through magazines and movies that feature tuners cars; since the beginning of the Century, the Lancer EVO has been a favourite amongst drifters and track-day enthusiasts.
This is only one element. The others will be value, as mentioned above.The base pricing of the Lancer will be set below that of the Civic and the 3 all the while offering more amenities.
Lastly but perhaps most importantly, the Lancer's styling. The new sheetmetal, lines, wheels and aggressive light designs will surely attract those that want something that looks hip. And the bonus, which I added, Mitsubishi cars are generally reliable modes of transportation.
As for trims, Mr Futers indicated that there will be a few specific editions of the car that will be introduced over the coming 24 or so months. This means we will be able to expect a Ralliart version, perhaps a Sportback and, most importantly, an EVO.
Yes! We Canadians will finally be able to purchase an EVO. The Prototype X, unveiled during the Mitsubishi Press Conference, is 90% representative of what will be available in showrooms. I love it!
The Lancer will make its first Canadian public appearance and the Montreal Auto Show.
Photo Credit : Mitsubishi
Detroit, Michigan. Larry Futers, who worked for Volvo for 10 years before joining the Mitsubishi bandwagon, is confident in the times ahead. He clearly stated to me that the old question of whether Mitsubishi had a future in Canada is moot and dead in the water. Mitsubishi is no different than Toyota or Chrysler; they are part of the Canadian automotive landscape.
His self-assurance stems from the fact that he is extremely proud of the latest vehicles from the Japanese brand. Both the Lancer and recently introduced Outlander represent real competition to the established nameplates in their respective categories.
When it comes to value, quality and pricing, he knows that his Outlander can easily duke it up with the Honda CR-V and Toyota RAV4. In the hyper-competitive compact segment, the admitted targets are the Honda Civic and Mazda3. Again and without flinching, his tone of voice indicates that the 2008 Lancer will be a real threat to the aforementioned cars.
As Mr Futers puts it, people will want to buy the Lancer and it will not be for any single reason. They will want one because of what the Lancer is and where it comes from. Mitsubishi has a long standing relationship with performance be it through the World Rally Championship or through magazines and movies that feature tuners cars; since the beginning of the Century, the Lancer EVO has been a favourite amongst drifters and track-day enthusiasts.
This is only one element. The others will be value, as mentioned above.The base pricing of the Lancer will be set below that of the Civic and the 3 all the while offering more amenities.
Lastly but perhaps most importantly, the Lancer's styling. The new sheetmetal, lines, wheels and aggressive light designs will surely attract those that want something that looks hip. And the bonus, which I added, Mitsubishi cars are generally reliable modes of transportation.
As for trims, Mr Futers indicated that there will be a few specific editions of the car that will be introduced over the coming 24 or so months. This means we will be able to expect a Ralliart version, perhaps a Sportback and, most importantly, an EVO.
Yes! We Canadians will finally be able to purchase an EVO. The Prototype X, unveiled during the Mitsubishi Press Conference, is 90% representative of what will be available in showrooms. I love it!
The Lancer will make its first Canadian public appearance and the Montreal Auto Show.
Photo Credit : Mitsubishi