DETROIT SLEEK PEEK: MITSUBISHI KEEPS A LOW PROFILE BUT HAS HIGH HOPES

By: Michael Bernstein
Editor, Michigan Bureau
The Auto Channel

The North American International Auto Show press preview days don’t officially begin until Monday January 11 and while many of the world’s automakers will have exhibits, some are sitting this event out. One of them is Japan’s Mitsubishi and while they will not have a stand at this year’s show, they still made their presence known by inviting a select few journalists to preview their plans, goals and new products for the US market here in Motown.

VP of sales operation for MMNA, Ken Konieczka, admitted to the mistakes of the past that saw the automaker loose 80% of their sales volume that reached its peak in 2002, but more importantly, Mr. Konieczka layed out their vision for the future that will see the venerable Asian brand increase sales and to surpass 100,000 units for the first time in several years.

Chief among them is the new plug in version of the Outlander. In fact Mitsubishi flew in the only prototype version of the 2017 Outlander PHEV for this event and announced that it will be available in showrooms in late August 2016, while making its official debut at this year’s New York auto show.

In addition to laying out the company’s future, Mr. Konieczka also touted some of Mitsubishi’s accomplishments in 2015 including the fact that the company made a profit for the first time in seven years and was the fastest growing Asia brand for the third consecutive year.

On the vehicle front he also announced that the company will be introducing a smaller EX concept that will complete the mix of new products slated for the US market. Mitsubishi has been able to attract younger, more affluent buyers and has high hopes for the hybrid version as this segment is looking to plug-in hybrid vehicles as an option that suits their needs both consciously and financially.

Only time will tell if their goals are achieved but as you can see from the attached photos the future looks pretty good. Check back to The Auto Channel for the most complete coverage of the NAIAS.