|
Mitsubishi targets younger buyers
Upgrades its best seller, adds a new model and performance line to ramp up profile
By Richard Russell
Thursday, August 14, 2003
SANTA MONICA, Calif. - A year ago, Mitsubishi announced its plan to enter the Canadian market after a successful foray into the U.S., where it has earned a place among the major players.
But Japan's oldest carmaker is the youngest of 36 nameplates in Canada and didn't count on two factors: The other guys were well established; and Canadians don't have as much disposable income, especially young car shoppers.
Mitsubishi was accustomed to going head-to-head with Honda, Mazda, Nissan and Toyota south of the border. It had comparable product with equal quality and value. But Canadians have seen these other products for decades and have an established relationship not only with the product, but the dealers. Mitsubishi products might be just as good - but they're relatively unknown.
Its biggest seller, the Lancer sedan, is aimed at younger buyers, the Holy Grail of brand loyalty. The Lancer has enjoyed terrific success in the U.S., particularly with 18- to 24-year-old buyers. But Canadian youth don't buy new cars in sufficient numbers to be a significant market. Put simply, not many have that kind of money at that age.
The company sold 3,884 Lancers here in the first six months of 2003. In that same period, Canadians bought 36,000 Civics, 26,000 Protegés, 25,000 Corollas and 10,000 Sentras.
Changes and additions to the Lancer line for 2004 give the Canadian arm improved ammunition. These include updated front and rear styling, an improved interior and, most importantly, one completely new model and an entirely new performance line.
For 2004, the Lancer will be available not only as a 4-door sedan, but also as the only 5-door wagon among its Japanese competitors. In fact, the only other wagons in the segment that come readily to mind are VW's Jetta and the Ford Focus.
Mitsubishi is calling its newcomer the Lancer Sportback. The sedan will be available again in its ES, LS and OZ Rally trim levels. The new Sportback comes in LS trim, while both the sedan and Sportback can be had in Ralliart choice - a new performance trim level for gearheads. Both the sedan and the Sportback offer more interior space than many of their competitors, especially in terms of legroom. The Lancer is longer but lower than the others, which helps in the legroom department but proves costly in terms of headroom. It is a bit tight for large people in the rear seat, but equal to or better than the others in the class. Mitsubishi has also raised the ante on standard equipment. Even the most basic Lancer ES comes equipped with air conditioning, power windows and locks, a 140-watt sound system and height-adjustable seats.
The Sportback is aimed at people who don't equate attitude with altitude. Lower and more nimble than a compact SUV, it offers vastly superior handling and as much people and cargo space without the bulk. While based on the Lancer platform, the Sportback's body is reinforced to compensate for the lack of a rear bulkhead and a structural ring frames the cargo door opening to add further strength.
Like the sedan, the Sportback is very well equipped. The base LS trim level has air conditioning, power windows and locks, remote keyless entry, height-adjustable driver's seat, underfloor and side storage compartments, tie-down hooks and a 12-volt outlet in the cargo bay. Power comes from a 2.4-litre MIVEC (Mitsubishi Innovative Valve timing and lift Electronic Control) engine. This same unit is used in both Ralliart models. The only transmission available in the Sportback is a 4-speed automatic.
Where the Lancer sedan comes with a rather anemic 120 horsepower, the MIVEC variant produces 160. This engine is a treat with variable valve timing (separate cam profiles for low- and high-speed operation) with the crossover occurring at 3,500 rpm. It's as smooth and vibration-free as the smaller engine thanks to dual balance shafts.
That brings us to the performance Ralliart offerings. Ralliart is the international racing organization that prepares Mitsubishi products for competition. The Lancer Ralliart - in either sedan or Sportback form - is much more than a logo or trim level.
These models get unique seats and trim, white-face gauges, front and side airbags and an upgraded sound system. Larger 4-wheel discs with anti-lock and electronic brake force distribution are standard.
Along with structural stiffening, the entire Ralliart suspension and steering has been stiffened, tightened up and made more direct for better handling and control in corners.
A 5-speed gearbox is tailored with ratios to maximize the MIVEC engine's output while shifter throws are shorter. It also has a triple synchro on second gear - the one most often used and abused during hard driving. Though the 2.4-litre engine is the same as that used in the Sportback, a low restriction exhaust adds a couple of extra horses and a pleasant growl.
Other changes include a full body kit and V-rated 16-inch performance tires on alloy wheels. Prices hadn't been firmed at the time we drove these models, but Mitsubishi Canada execs are adamant they'll be competitive. Look for the base ES to come in at about $16,000 and the Ralliart model about $24,000.
| 
