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(AutoBlog)   After seven years losing money in the North American market with its crapmobiles, Mitsubishi announces it will finally turn a profit   (autoblog.com) divider line 49
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1259 clicks; posted to Business » on 25 Nov 2013 at 1:20 PM (35 weeks ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-11-25 01:37:06 PM
I see tons of Outlanders, Lancers and EVO X's (and Ralliarts as well) here in the OC. My commute is only 10 miles up Harbor blvd and I see at least 5 EVO's a day. Far more than I ever saw of VIII's or IX's (I have an VIII, so I notice). The Mitsu dealer here is huge tho, so that might have something to do with it.
 
2013-11-25 01:42:54 PM
Mitsubishi just has unimpressive cars and bad marketing.  They failed to push their Lancers and Eclipses to the ricer/modder market outside of a niche status, their SUVs are bad, and they've failed to attract the young and yuppie/dink markets at the same time that Mazda, Subaru, and Kia/Hyundai have been gaining heavily in those markets. To be honest, I'm surprised they're going to turn a profit.  They seem to be heading more in the Isuzu direction than Mazda direction
 
2013-11-25 01:47:42 PM

drewogatory: I see tons of Outlanders, Lancers and EVO X's (and Ralliarts as well) here in the OC. My commute is only 10 miles up Harbor blvd and I see at least 5 EVO's a day. Far more than I ever saw of VIII's or IX's (I have an VIII, so I notice). The Mitsu dealer here is huge tho, so that might have something to do with it.


Keep in mind one of their two US corporate offices is in Cypress.  It would make sense that there is a larger local presence, and demographics favor it to some degree as well, but they're still well behind other competing nameplates when it comes to "what you see of the road" locally.  The 405 in OC used to be 50% Honda and Toyota, now they're almost 50% Honda, Toyota, Kia, Hyundai.
 
2013-11-25 01:59:54 PM
It's pretty easy to save money when you:

1. don't advertise
2. have a pitiful excuse for a dealer network
3. don't make replacement parts readily available, even if you're lucky enough to live near a dealer
4. don't bother to keep your website current
5. run current customers off by using any possible excuse to deny warranty claims
 
2013-11-25 02:21:08 PM

EJ25T: It's pretty easy to save money when you:

1. don't advertise


Used to have cool ads, like this and this.
 
2013-11-25 02:26:55 PM

drewogatory: I see tons of Outlanders, Lancers and EVO X's (and Ralliarts as well) here in the OC. My commute is only 10 miles up Harbor blvd and I see at least 5 EVO's a day. Far more than I ever saw of VIII's or IX's (I have an VIII, so I notice). The Mitsu dealer here is huge tho, so that might have something to do with it.


I wonder if their focus groups ever reported "We have high name recognition with Betty and Zero"

/they just needed to wait for the boomers to get old, their kids don't know squat about history.
 
2013-11-25 02:34:21 PM

JohnAnnArbor: EJ25T: It's pretty easy to save money when you:

1. don't advertise

Used to have cool ads, like this and this.


http://www.comedycentral.com/video-clips/seq7hi/chappelle-s-show-mit su bishi-commercial
 
2013-11-25 02:36:48 PM
I had one of these for a few years. Yes, VR4.  It was fun:

memimage.cardomain.com
 
2013-11-25 02:41:54 PM

bhcompy: drewogatory: I see tons of Outlanders, Lancers and EVO X's (and Ralliarts as well) here in the OC. My commute is only 10 miles up Harbor blvd and I see at least 5 EVO's a day. Far more than I ever saw of VIII's or IX's (I have an VIII, so I notice). The Mitsu dealer here is huge tho, so that might have something to do with it.

Keep in mind one of their two US corporate offices is in Cypress.  It would make sense that there is a larger local presence, and demographics favor it to some degree as well, but they're still well behind other competing nameplates when it comes to "what you see of the road" locally.  The 405 in OC used to be 50% Honda and Toyota, now they're almost 50% Honda, Toyota, Kia, Hyundai.


And Nissan. I see more Altimas than almost anything else.
 
2013-11-25 02:46:35 PM
Saw a Mitsubishi Lancer Evo in a parking lot recently -- had a ride in one ten years ago, what a rocket. Dunno why it's not competitive. (That's not saying it is and I don't understand why consumers are ignoring it, I just haven't researched the competition)
 
2013-11-25 02:48:17 PM
I want an electric car... but uh... not this one...

www.wired.com
 
2013-11-25 02:50:51 PM

JohnAnnArbor: EJ25T: It's pretty easy to save money when you:

1. don't advertise

Used to have cool ads, like this and this.


Those ads aren't bad, but iirc I read articles about how Mitsu aimed their ads heavily toward youth/male, which alienated the older/family/etc market. I do vaguely remember Mitsu ads that were pretty much indistinguishable from Axe Body Spray ads. Overly "dudebro".
 
2013-11-25 02:51:32 PM

H31N0US: I had one of these for a few years. Yes, VR4.  It was fun:

[memimage.cardomain.com image 575x431]


They were fun, but my damn VR4 spent more time being repaired than anything else. It made my FD RX-7 look like the pinnacle of reliability.
 
2013-11-25 02:55:45 PM
My wife loves her Eclipse Spyder, just sayin'.  It's a fairly sporty convertible, with enough of a back seat that you can fit 4 people in it, and a trunk that can hold more than a backpack. It really wasn't too expensive either.
 
2013-11-25 02:56:18 PM
Their profits were less than zero.
 
2013-11-25 03:00:57 PM
I've never had a problem with Mitsubishi cars. Ran a 3000 for well over 13 years with no problems and a Gallant that crossed the 200k odometer.

I had always assumed they weren't profitable because they should have been selling for more, but didn't have the brandname/marketshare to demand slightly upscale pricing.
 
2013-11-25 03:02:09 PM

wingnut396: I want an electric car... but uh... not this one...

[www.wired.com image 630x420]


I've actually seen those twice around here.  (Maybe the same vehicle both times, of course.)
 
2013-11-25 03:07:02 PM
Oh, the days of over-boosted GSXs...

i103.photobucket.com
 
2013-11-25 03:10:14 PM
This must be an american thing. theres always a good supply of lancers to be seen around here. Also starting to see alot more RVR's around too.
 
2013-11-25 03:18:20 PM
I drive a 2000 Prelude -- love it to death, but I need something a little less noisy. My wife has a 2003 Lancer OZ Rally that she has driven to almost 200k with no problems. Just recently, the check engine light has started coming on (the spark plugs are dirty, indicating oil burning -- probably a new head gasket needed). I consider that pretty problem-free. I'd buy another Mitsu when we have to replace that one. I'm thinking of trying to talk the wife into an EVO (she takes the 'lude) but I suspect gas mileage will be horrible.
 
2013-11-25 03:21:20 PM

EJ25T: H31N0US: I had one of these for a few years. Yes, VR4.  It was fun:

[memimage.cardomain.com image 575x431]

They were fun, but my damn VR4 spent more time being repaired than anything else. It made my FD RX-7 look like the pinnacle of reliability.


Yeah that's why I only had it for a few years. It blew up at 110k. I was sad.

I'm really intrigued by the Focus ST.
 
2013-11-25 03:24:40 PM

drewogatory: And Nissan. I see more Altimas than almost anything else.


Is it just me, or are Altima drivers consistently the worst on the road?  It seems like when I see someone do something stupid, they're driving an Altima in much greater proportion than their total numbers should dictate.
 
2013-11-25 03:26:41 PM

H31N0US: EJ25T: H31N0US: I had one of these for a few years. Yes, VR4.  It was fun:

[memimage.cardomain.com image 575x431]

They were fun, but my damn VR4 spent more time being repaired than anything else. It made my FD RX-7 look like the pinnacle of reliability.

Yeah that's why I only had it for a few years. It blew up at 110k. I was sad.

I'm really intrigued by the Focus ST.


From what I've heard from owners who actually cross-shopped, you can't find a better hot hatch for the money. I'm more interested in the next Mustang... maybe because I want one, or maybe because I want '13 and '14 GT500s to depreciate just a little more.

I really like the direction Ford is going in (and Chevy to a lesser extent), because they actually seem like they're trying to make good, fun, well-built vehicles for a change.
 
2013-11-25 03:26:46 PM

wingnut396: I want an electric car... but uh... not this one...

[www.wired.com image 630x420]


Oh, how cute. I do need a new paperweight for my desk.
 
2013-11-25 03:57:36 PM
I'm thinking of trying to talk the wife into an EVO (she takes the 'lude) but I suspect gas mileage will be horrible.

I rarely crack 20 with my VIII.

Fish in a Barrel: drewogatory: And Nissan. I see more Altimas than almost anything else.

Is it just me, or are Altima drivers consistently the worst on the road?  It seems like when I see someone do something stupid, they're driving an Altima in much greater proportion than their total numbers should dictate.


For passenger cars surely. My overall vote goes to work pickups and vans though.
 
2013-11-25 04:12:34 PM

JohnAnnArbor: EJ25T: It's pretty easy to save money when you:

1. don't advertise

Used to have cool ads, like this and this.


Those commercials are almost 11 and 12 years old??!! Holy crap.

I guess the target for that market grew up and Mitsibushi gave them this:
upload.wikimedia.org
 
2013-11-25 04:14:37 PM

EJ25T: I really like the direction Ford is going in (and Chevy to a lesser extent), because they actually seem like they're trying to make good, fun, well-built vehicles for a change.


All Chevys look cheap. The Cruze is too small, Impala too rental car and everything else is weak trash. The new Silverado is good though.

Fords look great but they're too firm and darty. I'm driving an Edge right now and it's comfortable and looks nice sitting still but was terrible on a road trip the other weekend (also drank fuel at just over 14L/100km). The Taurus is a beast with a terrible drive train and no space inside given its size. The Fusion, Focus, and Fiesta are decent enough though... I'd go there and no further.

I'm looking at a Challenger R/T. Reasonable price and a $1800 lifetime bumper to bumper warranty.
 
2013-11-25 04:44:56 PM

Tr0mBoNe: EJ25T: I really like the direction Ford is going in (and Chevy to a lesser extent), because they actually seem like they're trying to make good, fun, well-built vehicles for a change.

All Chevys look cheap. The Cruze is too small, Impala too rental car and everything else is weak trash. The new Silverado is good though.

Fords look great but they're too firm and darty. I'm driving an Edge right now and it's comfortable and looks nice sitting still but was terrible on a road trip the other weekend (also drank fuel at just over 14L/100km). The Taurus is a beast with a terrible drive train and no space inside given its size. The Fusion, Focus, and Fiesta are decent enough though... I'd go there and no further.

I'm looking at a Challenger R/T. Reasonable price and a $1800 lifetime bumper to bumper warranty.


Hah! When I originally posted that bit about Mitsu not honoring warranty work, I almost put in parentheses: (I'm looking at you too, Chrysler!).

Good luck with that. I like the Challenger, and have always wanted a Jeep Wrangler or Ram, but loads of absolutely horrible stories from forums for all of those models have absolutely scared me away from buying any kind of Chrysler product.

I'm not being glib here, and if your heart is set on a Challenger go for it. They are cool cars. However, if you want a warranty that will actually fix things when they break, buy a gently used Challenger and a third-party warranty.

I realize that third-party warranties get a bad rap (often for good reason), but compared to Chrysler's corporate ethos regarding warranty work, some of them are pretty good.

Hope you get a cool car (and repair coverage) you're happy with, no matter what.
 
2013-11-25 05:00:32 PM
Going to look at an Evo X tomorrow.  There's a lot of compromises with that car, gas mileage especially (17/22 advertised, worst of all, only a 14.5 gal tank).

We'll see if it's enough fun to offset them.
 
2013-11-25 05:15:43 PM
I was always a big fan of the DSM's, If they had kept the AWD and Turbo options for the eclipse they would be much more appealing.
 
2013-11-25 06:08:31 PM
Are Mitsubishi SUV's still powered by Chrysler engines?

My local dealership probably has 12-14 new vehicles in its inventory at any given time. Not really a testament to their demand.
 
2013-11-25 06:44:44 PM

EJ25T: Tr0mBoNe: EJ25T: I really like the direction Ford is going in (and Chevy to a lesser extent), because they actually seem like they're trying to make good, fun, well-built vehicles for a change.

All Chevys look cheap. The Cruze is too small, Impala too rental car and everything else is weak trash. The new Silverado is good though.

Fords look great but they're too firm and darty. I'm driving an Edge right now and it's comfortable and looks nice sitting still but was terrible on a road trip the other weekend (also drank fuel at just over 14L/100km). The Taurus is a beast with a terrible drive train and no space inside given its size. The Fusion, Focus, and Fiesta are decent enough though... I'd go there and no further.

I'm looking at a Challenger R/T. Reasonable price and a $1800 lifetime bumper to bumper warranty.

Hah! When I originally posted that bit about Mitsu not honoring warranty work, I almost put in parentheses: (I'm looking at you too, Chrysler!).

Good luck with that. I like the Challenger, and have always wanted a Jeep Wrangler or Ram, but loads of absolutely horrible stories from forums for all of those models have absolutely scared me away from buying any kind of Chrysler product.

I'm not being glib here, and if your heart is set on a Challenger go for it. They are cool cars. However, if you want a warranty that will actually fix things when they break, buy a gently used Challenger and a third-party warranty.

I realize that third-party warranties get a bad rap (often for good reason), but compared to Chrysler's corporate ethos regarding warranty work, some of them are pretty good.

Hope you get a cool car (and repair coverage) you're happy with, no matter what.


Funny thing is Mitsubishi and Chrysler go waaay back. My Dad bought a Dodge Lancer in '87 that was actually built by Mitsubishi - the engine in particular was derived from one of their light truck diesels, but credit where it's due, he put over 200k on that thing and never had any serious trouble with it.
 
2013-11-25 06:46:38 PM

Fish in a Barrel: drewogatory: And Nissan. I see more Altimas than almost anything else.

Is it just me, or are Altima drivers consistently the worst on the road?  It seems like when I see someone do something stupid, they're driving an Altima in much greater proportion than their total numbers should dictate.


Nothing is as bad as Jetta drivers.
 
2013-11-25 07:09:38 PM
Does Mitsubishi even sell anything other than Evo's and Lancers in this country?
 
2013-11-25 07:19:30 PM
I love my 2001 Montero.  Even if the acceleration isn't much to write home about, it does what I want it to do very well.
 
2013-11-25 08:02:24 PM

Handsome B. Wonderful: Fish in a Barrel: drewogatory: And Nissan. I see more Altimas than almost anything else.

Is it just me, or are Altima drivers consistently the worst on the road?  It seems like when I see someone do something stupid, they're driving an Altima in much greater proportion than their total numbers should dictate.

Nothing is as bad as Jetta drivers.


Sorry, Subaru drivers are the worst, at least here in the NE.  If you're ever on a two lane road behind 10 cars going 5 under the limit, I'd bet a testicle there's a Subaru at the front holding up the show.

They're the new Buicks up here.  All the 50 something kids of the elderly get them a Subaru because AWD.
 
2013-11-25 08:26:31 PM

StopLurkListen: JohnAnnArbor: EJ25T: It's pretty easy to save money when you:

1. don't advertise

Used to have cool ads, like this and this.

Those ads aren't bad, but iirc I read articles about how Mitsu aimed their ads heavily toward youth/male, which alienated the older/family/etc market. I do vaguely remember Mitsu ads that were pretty much indistinguishable from Axe Body Spray ads. Overly "dudebro".


It wasn't just their ads. They were one of the first companies that offered 0% financing to anybody with a pulse about 8-10 years ago, in a bid to attract younger buyers. They lost a ton of money when a pile of bad car loans defaulted. Then the housing market collapsed a year or two after that. So they're only getting back on their feet now.
 
2013-11-25 08:30:04 PM
You're gonna have to point it out to me, lady. All those foreign cars look alike to me.
 
2013-11-25 08:31:39 PM

postnobills: EJ25T: Tr0mBoNe: EJ25T: I really like the direction Ford is going in (and Chevy to a lesser extent), because they actually seem like they're trying to make good, fun, well-built vehicles for a change.

All Chevys look cheap. The Cruze is too small, Impala too rental car and everything else is weak trash. The new Silverado is good though.

Fords look great but they're too firm and darty. I'm driving an Edge right now and it's comfortable and looks nice sitting still but was terrible on a road trip the other weekend (also drank fuel at just over 14L/100km). The Taurus is a beast with a terrible drive train and no space inside given its size. The Fusion, Focus, and Fiesta are decent enough though... I'd go there and no further.

I'm looking at a Challenger R/T. Reasonable price and a $1800 lifetime bumper to bumper warranty.

Hah! When I originally posted that bit about Mitsu not honoring warranty work, I almost put in parentheses: (I'm looking at you too, Chrysler!).

Good luck with that. I like the Challenger, and have always wanted a Jeep Wrangler or Ram, but loads of absolutely horrible stories from forums for all of those models have absolutely scared me away from buying any kind of Chrysler product.

I'm not being glib here, and if your heart is set on a Challenger go for it. They are cool cars. However, if you want a warranty that will actually fix things when they break, buy a gently used Challenger and a third-party warranty.

I realize that third-party warranties get a bad rap (often for good reason), but compared to Chrysler's corporate ethos regarding warranty work, some of them are pretty good.

Hope you get a cool car (and repair coverage) you're happy with, no matter what.

Funny thing is Mitsubishi and Chrysler go waaay back. My Dad bought a Dodge Lancer in '87 that was actually built by Mitsubishi - the engine in particular was derived from one of their light truck diesels, but credit where it's due, he put over 200k on that thing and never had any se ...


Oh, I'm sure that's where the corporate culture of denial of warranty claims came from (or where it was bolstered). If you buy a Mitsu or Chrysler, it's likely that you will never have any problems, but if you do, these companies are NOT the same companies they were 25 years ago.

The denial of warranty claims has been well documented and well supported over the past 20-25 years. Personally, I wouldn't take my chances. If you wish to... be sure you take the proper precautions.
 
2013-11-25 10:40:24 PM
"I'm not being glib here, and if your heart is set on a Challenger go for it. They are cool cars. However, if you want a warranty that will actually fix things when they break, buy a gently used Challenger and a third-party warranty."

You're not being glib, you're just lying. I've never had a problem with a Chrysler warrantee.
The few times I've had to have something fixed by Chrysler under warrantee, they did it with no questions asked.
 
2013-11-26 12:00:22 AM
"Mitsubishi? They made the planes that bombed Pearl Harbor! I ain't sellin' Hitler's canoe to no traitor!"
 
2013-11-26 02:16:00 AM

StopLurkListen: Saw a Mitsubishi Lancer Evo in a parking lot recently -- had a ride in one ten years ago, what a rocket. Dunno why it's not competitive. (That's not saying it is and I don't understand why consumers are ignoring it, I just haven't researched the competition)


It's because a loaded evo goes for almost 50k these days. I can get a used M3 for that and have way more fun AND get more luxury and women. Mitsu always had great tuner cats, then they nerfed the Eclipse and put the evolution up to compete against the boxter and m cars, effectively killing their main demographic. Why? Hell if I know.
 
2013-11-26 07:03:54 AM

BojanglesPaladin: I've never had a problem with Mitsubishi cars. Ran a 3000 for well over 13 years with no problems and a Gallant that crossed the 200k odometer.

I had always assumed they weren't profitable because they should have been selling for more, but didn't have the brandname/marketshare to demand slightly upscale pricing.


Mitsubishi got burned badly by losses in its financing unit about a decade ago, all those cheap leases it was offering were ruined by sliding resale values. either offer tons of cash back or cheap leases, not both!

the losses didn't kill Mitsubishi outright, but left little capital to update its models. thats why the Eclipse, Diamante and Galant were sold as is for too long, then dropped without replacements.

the Outlander is doing well because it is rebranded as Peugeots & Citroens overseas.
 
2013-11-26 09:07:40 AM

Lusiphur: StopLurkListen: Saw a Mitsubishi Lancer Evo in a parking lot recently -- had a ride in one ten years ago, what a rocket. Dunno why it's not competitive. (That's not saying it is and I don't understand why consumers are ignoring it, I just haven't researched the competition)

It's because a loaded evo goes for almost 50k these days. I can get a used M3 for that and have way more fun AND get more luxury and women. Mitsu always had great tuner cats, then they nerfed the Eclipse and put the evolution up to compete against the boxter and m cars, effectively killing their main demographic. Why? Hell if I know.


This. When I bought my VIII, full boat (which I didn't come close to paying) was 34 (42 otd in NoCal). To move up to the M3 or C55 was at least 10 to 15k more. With a new MR stickering for 45+ you are looking at well over 50 otd. To be fair, it's alot nicer inside now, but that's not what your typical Evo buyer is looking for which is "fastest car for the money and who cares about the interior".
 
2013-11-26 09:32:43 AM
Meh crankwalk was overstated and still is on the DSM. 95 here 400bhp 98k miles on the original 7 bolt runs good. Hell l picked up a spare short block from an automatic GS-T for $150 bucks. Cheapest speed and parts around. Even better than 5.0 Mustang tuning because the DSM already has a good 4 wheel independent suspension and 4 wheel disc brakes unlike your typical Fox Body Stang.
 
2013-11-26 10:04:45 AM

H31N0US: I had one of these for a few years. Yes, VR4.  It was fun:

[memimage.cardomain.com image 575x431]


Is that a Buick Reatta?
 
2013-11-26 11:16:42 AM

H31N0US: I had one of these for a few years. Yes, VR4.  It was fun:

[memimage.cardomain.com image 575x431]


There's one for sale in my neighborhood, I was thinking about making an offer.
 
2013-11-26 11:23:05 AM
I had an Endeavor as a rental. I was impressed with it and was thinking about buying one. Was sorry to learn they stopped making them.
 
2013-11-26 03:14:08 PM
postnobills:

Funny thing is Mitsubishi and Chrysler go waaay back. My Dad bought a Dodge Lancer in '87 that was actually built by Mitsubishi - the engine in particular was derived from one of their light truck diesels, but credit where it's due, he put over 200k on that thing and never had any se ...

My parents owned a 1988 Dodge Colt wagon. The valve cover was bright red and said "Mitsubish" right on it. That car still ran like it was brand new when my dad gave it away in 2004.
 
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