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2005 Mitsubishi Colt Preview

The Car that Mitsu Needs in North America

The fact that Mitsubishi Motors is struggling as of late is hardly news, at least in the strictest sense of the word. Pretty well everyone who follows the automotive vertical will have heard of DaimlerChrysler turning off the funding tap, the MMCs ensuing financing procurement, a recurring recall scandal and an overwhelmingly massive reduction in sales this year, compared to last.

What can the company do to boost the bottom line? A variety of things are already underway, mostly behind the scenes, but theres nothing better for staging a comeback than doling out exciting new products to get retailers and customers alike excited about the future.

Mitsu did this recently with the introduction of the completely

There are nothing like exciting new products to help boost the image and bottom line of a troubled automaker. (Photo: Mitsubishi Motors North America)

revised and much improved Galant midsize sedan earlier this year, a launch which followed the equally innovative, extremely sporty Endeavor crossover sport utility. These models fight it out in two of the most hostile new vehicle environments in the North American market, with Toyotas Camry and Hondas Accord usurping most sales in the first category, and a host of domestic and import crossovers from Chryslers Pacifica to Toyotas Highlander soon

Exciting new products for Mitsubishi, like the revised Galant and Endeavor (shown), give hope to consumers and dealers alike. (Photo: Trevor Hofmann, American Auto Press)

to take on a completely new Ford Freestyle, among others in the second segment.

While the midsize markets are extremely important for profitability, if an automaker is not pulling customers into the brand family at the early stages of their new car buying curve then enticing them later is more difficult. Toyota has been the one to emulate, having sold its subcompact Tercel and then Echo models for decades. These inexpensive models lure first time buyers into the fold, allowing

Mitsubishi needs to be competitive in the subcompact class if it wants to see long term viability. (Photo: Mitsubishi Motors North America)

the brands retailers the continual opportunity to move them up to larger, more expensive alternatives, such as Corolla and Camry, every time the customer looks to trade up.

For this reason Honda executives have publicly stated it is looking at bringing a subcompact model to North America, the importance of which has become even more evident now that Chevrolet offers its Aveo, and Pontiac its Wave in Canada. Canadian buyers also have the option of purchasing the tiny Echo Hatchback, which is nothing more than a rebadged European-spec Toyota Yaris. Mazda has also announced it will

Although unveiled in Japan in 2002, the Mitsubishi Colt is a completely new vehicle for the rest of the world. (Photo: Mitsubishi Motors North America)

enter the North American market with a compact MPV next year.

Mitsubishi Motors North America (MMNA) needs a car like the Aveo, Echo, or Hyundai Accent and Kia Rio, to pull in first-time new car buyers, and it would make sense that this car should be the recently revised Colt subcompact. No such announcement has been made, however, which seems like another major oversight on MMNAs part.

Although its Japanese introduction was in October of 2002, the Mitsubishi Colt is a completely new vehicle for the rest of the world. The Colt, a name that once graced North Americas compact vehicle segment in the 80s and 90s, also available from

The Colt, a name that once graced North Americas compact vehicle segment in the 80s and 90s, has been resurrected. (Photo: Mitsubishi Motors North America)

Dodge/Eagle retailers, has been brought back to life.

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