Mitsubishi executives assessing plans to augment US vehicle lineup

Article by Anita Panait, on March 19, 2013

Mitsubishi executives in the U.S. and Japan are assessing plans to augment its US lineup with new vehicles that include a mid-sized sedan and a crossover or sports utility vehicle larger than the Mitsubishi Outlander. According to Masatoshi Hasegawa, executive vice president of corporate planning for Mitsubishi Motors North America, the Japanese carmaker is thinking about whether it should return to those segments as part of its long-term product plan in the US.

He said that Mitsubishi is looking into possibly entering the mid-sized sedan segment as well as releasing a bigger sibling to the Outlander. Hasegawa added that Mitsubishi is looking for a successor for its aging Lancer compact car. The changes, however, may not materialize before 2015. For 2013, Mitsubishi is aiming for a more consistent advertising presence on national TV.

The carmaker is boosting its advertising starting April 1, 2013. The Japanese carmaker suffered a 27-percent drop in sales in 2012, selling only 57,790 vehicles in the US. Hasegawa noted that the comeback for the carmaker is "not going to happen overnight." He said that Mitsubishi went into a descent, so it would take time to get back up again. Hasegawa is optimistic that the carmaker would go into “an upward trend."

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