Lunenburg, Nova Scotia – Canadians are buying more and more compact crossovers, so automakers have been multiplying their offerings in that segment.
In the last few months, the Korean twosome Kia Sportage and Hyundai Tucson , not to mention the eccentric Nissan Juke , has generated a lot of buzz. And Mitsubishi hopes to ride the crossover wave with the new RVR. The model is so crucial to the Japanese brand that its spokespeople have been calling it the “third pillar” of their Canadian range!
A well-known name – in Japan
In Japan, the RVR is no spring chicken. In fact, the first Mitsubishi to hold the title dates back to 1991. The current iteration inaugurates the third generation of the model.
Originally, RVR stood for “Recreational Vehicle Runner.” Today, though, the good people at Mitsubishi Canada are looking to distance themselves from this rather fanciful description.
In fact, they’ve “dared” to choose a different name for this vehicle. Yes, their American colleagues have called the little ute Outlander Sport. Which actually makes zero sense. Logically, by tagging the “sport” adjective onto this newcomer, Mitsubishi USA is necessarily stating that the Outlander, available as an SUV, read Sport Utility Vehicle, since 2003, isn’t one at all.
The brand’s Canadian strategists have decided to go with a special identity to get customers interested. You have to admit that the RVR is a bit late for the party, though, in a class already being fought over by a dozen contenders, some of which are quite famous.
Standing out
So the RVR’s profile has to distinguish it, as does its introductory colour, dubbed Kingfisher Blue Metallic. The first RVRs delivered to Canada since October (all GTs) all come in this hue. Never fear, there are six other colours to choose from!
As soon as you clap eyes on the RVR, you think “Mitsubishi.” The prominent shark-nosed front end makes sure of that. The Outlander and Lancer immediately come to mind, the other two “pillars” of the brand here in the Great White North.
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| Mitsubishi considers the new RVR as the “third pillar” of its Canadian lineup. Here it is parked in front the famous lighthouse in Peggy’s Cove, Nova Scotia. (Photo: Luc Gagné/Auto123.com) |
In the last few months, the Korean twosome Kia Sportage and Hyundai Tucson , not to mention the eccentric Nissan Juke , has generated a lot of buzz. And Mitsubishi hopes to ride the crossover wave with the new RVR. The model is so crucial to the Japanese brand that its spokespeople have been calling it the “third pillar” of their Canadian range!
A well-known name – in Japan
In Japan, the RVR is no spring chicken. In fact, the first Mitsubishi to hold the title dates back to 1991. The current iteration inaugurates the third generation of the model.
Originally, RVR stood for “Recreational Vehicle Runner.” Today, though, the good people at Mitsubishi Canada are looking to distance themselves from this rather fanciful description.
In fact, they’ve “dared” to choose a different name for this vehicle. Yes, their American colleagues have called the little ute Outlander Sport. Which actually makes zero sense. Logically, by tagging the “sport” adjective onto this newcomer, Mitsubishi USA is necessarily stating that the Outlander, available as an SUV, read Sport Utility Vehicle, since 2003, isn’t one at all.
The brand’s Canadian strategists have decided to go with a special identity to get customers interested. You have to admit that the RVR is a bit late for the party, though, in a class already being fought over by a dozen contenders, some of which are quite famous.
Standing out
So the RVR’s profile has to distinguish it, as does its introductory colour, dubbed Kingfisher Blue Metallic. The first RVRs delivered to Canada since October (all GTs) all come in this hue. Never fear, there are six other colours to choose from!
As soon as you clap eyes on the RVR, you think “Mitsubishi.” The prominent shark-nosed front end makes sure of that. The Outlander and Lancer immediately come to mind, the other two “pillars” of the brand here in the Great White North.
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| For Canada, Mitsubishi decided to dub this newcomer RVR, after the Japanese model. The same vehicle is known as Outlander Sport in the US, and ASX in Europe. (Photo: Luc Gagné/Auto123.com) |