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Mitsubishi Names Its New Sport Truck Raider

New Mitsubishi Raider Offers Truck Buyers Something Completely New

Mitsubishi Motors North America (MMNA) pointed the way towards what could very well be a profitable new market segment for the brand with the official announcement of its new Raider pickup truck.

The Japanese automaker made waves earlier this year in Detroit with the launch of its Sport Truck Concept, claiming a production version would follow. While Mitsubishi sells its L200 Strada pickups worldwide, it has been years since the tri-diamond brand was attached to a pickup truck in the North American lineup, having previously sold the Mighty Max, also

Mitsubishi made waves earlier this year in Detroit with the launch of its Sport Truck Concept, claiming a production version would follow. (Photo: Mitsubishi Motors North America)

branded as a Dodge D50, back in the late 70s and early 80s. The tables are turned this time around, however, as its Dodge that is providing the framework for the midsize Raider, derived from the popular Dakota.

The joint project is another confirmation of the two automakers decision to join forces on strategic

The new Raider pickup will be built on Dodges popular Dakota architecture. (Photo: DaimlerChrysler)

projects, therefore increasing economies of scale and decreasing development costs. DaimlerChrysler AG was previously quoted as saying it signed a contract with Mitsubishi Motors Corp. on Wednesday, September 22, 2004, to renew each automakers commitment to joint production and development projects (see automotive news section for Sept. 23, 2004: DaimlerChrysler Secures Joint Project Deal with Mitsubishi).

Previously, when this project was initially announced in December

The Raider is another confirmation of Mitsubishi and DaimlerChryslers willingness to join forces on strategic projects. (Photo: Mitsubishi Motors North America)

of last year, Finbarr ONeill, Co-chairman and CEO of MMNA commented, "We are excited to expand our product offering with this new pickup, and at the same time, leverage our alliance with DaimlerChrysler to provide even greater value for our customers," (see automotive news section for Dec. 18, 2003: DaimlerChrysler and Mitsubishi Combine Forces for New Pickup).

While Mitsubishi and Chrysler Group have a long history building trucks together, the name Raider was ironically affixed to a Dodge SUV based off of an early Montero. It suits the new truck well, however, and will no doubt

Mitsbishi sold more than 90,000 L200 Strada pickups worldwide in 2002. (Photo: Mitsubishi Motors North America)

be more acceptable in todays rough and tough truck world than Mighty Max.

The larger pickup will fit Mitsubishis North American target audience better than its current offerings in other jurisdictions. As a note, the Japanese brand sold more than 90,000 L200 Strada pickups worldwide in 2002, a model that finished last years Dakar Rally in fourth position - just behind three other Mitsubishi vehicles incidentally.

Also, the forthcoming Raider will differ dramatically in styling when compared to the Dakota. Where the Dodge is sharply creased, with origami angles, the Japanese truck is smooth, flowing and positively racy. The Raider was penned in the Mitsubishi Motors Design Studio in Cypress, California,

The new Raider is expected to show up in production trim at the 2005 North American International Auto Show in Detroit, in early January. (Photo: Mitsubishi Motors North America)

while sharing the Dakotas architecture as well as the majority of its components.

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