Have a look at Mitsubishi North America's vehicle page and you'll find seven cars in four model lines: i-MiEV electric hatch, Lancer sedan, Lancer Evolution and Sportback, Outlander and Outlander Sport, and Galant sedan. The Galant has 3.9 tires in the automotive grave, and the only hope for mainstream excitement, the Eclipse coupe and Spyder, had hemlock poured down their crankcases last year. Increasing the quotient of bleak, the Lancer isn't due for a refresh until 2014, the coming Outlander PHEV will sell in miniscule numbers when it does arrive, a little sports car has been nixed and the only other Mitsu being considered for our landmass is the Colt, which, for its stellar fuel economy numbers, looks like a car designed by Pikachu. There's also that matter of declining NA market share in a rising overall market, Mitsubishi's piece of the total pie currently hovering around the 0.4-percent mark according to Automotive News.

The company has decided to do more about it, reassigning Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group Gayu Uesugi to be the new chairman of Mitsubishi Motors North America. It will be the first time in five years that someone has filled the chairman position at MMNA.

The hope is that with Uesugi's 35 years with the company, his experience in the company's global product plan and his success in emerging market strategy, he's the man to "[develop] a product plan and growth strategy for the US market" that will put things right. Or at least better. He will work with Yoichi Yokozawa, who has been CEO of MMNA since last year. There are more details on the move in the press release below.
Show full PR text
Mitsubishi Motors Corporation Appoints New Chairman of Mitsubishi Motors North America

Mon, Oct 29, 2012 - Cypress, California - Mitsubishi Motors Corporation (MMC) today announced that effective November 1, 2012, Gayu Uesugi will be appointed Chairman of Mitsubishi Motors North America, Inc. (MMNA).

Uesugi has been working as Executive Vice President and Head Officer of the Headquarters Product Projects & Strategy Group where he oversaw product strategy and development, cost innovation control, and procurement.

Mitsubishi Motors President Osamu Masuko stated, "With his involvement in MMC's Global Product Plan, Uesugi has successfully achieved a profitable growth in emerging markets. With the new decision from the Board of Directors to appoint him as the Chairman of MMNA, Uesugi's new role will include leadership in developing a product plan and growth strategy for the U.S. market."

Gayu Uesugi brings 35 years of experience to the new position, having worked in various levels of management at MMC for product engineering, new product projects, and strategic product leadership.

"As we commence this year with the production and export of the Outlander Sport at our plant in Normal, Illinois, we will begin a new initiative to further revitalize the plant, demonstrating our upmost commitment in appointing MMC's Executive Vice President to oversee the market and production in North America." says Masuko.

Gayu Uesugi began his career at Mitsubishi Motors Corporation in 1977 as a Project Engineer of Product Development. Uesugi is a graduate of Shizuoka University with a Masters Degree in Engineering.

About Mitsubishi Motors North America, Inc.
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, sales, marketing, research and development operations for Mitsubishi Motors in the United States. MMNA sells coupes, sedans and sport utility vehicles through a network of approximately 400 dealers. In November of 2011, MMNA launched the battery-powered electric vehicle Mitsubishi i-MiEV as part of a corporate mission to offer consumers more environmentally responsible modes of transportation. This battery-powered electric vehicle technology addresses the need for vehicles that produce zero tailpipe emissions and support a growing agenda for sustainability. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.


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    • 1 Second Ago
  • 48 Comments
      JC
      • 2 Years Ago
      I think Mitsubishi will need to learn that it needs to stop sending executives from Japan over to run their North American business.
      Teleny411
      • 2 Years Ago
      Mitsubishi is dead in the US, killed after a long and protracted suicide,
      Andrew L
      • 2 Years Ago
      Good freakin luck!
      • 2 Years Ago
      [blocked]
      dukeisduke
      • 2 Years Ago
      If he succeeds, he'll deserve a whole truckload of Nobel Prizes.
        • 2 Years Ago
        @dukeisduke
        [blocked]
      jase.s
      • 2 Years Ago
      Yeah, that's it. Hire the guy who was VP and in charge of Products and Strategies ***THE ENTIRE TIME DURING THE DECLINE*** as President. He'll certainly take things in different direction... I don't understand, car companies either hire complete morons (i.e. Danny Bahar at Lotus) or promote stagnant employees and expect good results. This is fairly simple: if your company is failing, your management team is the reason. Don't promote ineffective management!
      the.ting
      • 2 Years Ago
      I have serious doubt that a career company man can turn things around. To really turn a brand around, you have to have: 1. the ad spending to let consumers know you exists and 2. the products to back it up. Both involve huge amount of risk taking and investment without a guaranteed return. It takes a gambler, not a company man who went with the flow to survive at the same company year after year. I could be wrong... we shall see.
      Robert
      • 2 Years Ago
      Mitsubishi needs to get back to what it does best, an inexpensive little pick up truck, and dependable, gas sipping cars, the marked for luxury SUVs is in full glut, so a new game plan would help
      Scooter
      • 2 Years Ago
      Mitsubishi is quickly fading away in the minds of shoppers. Left with a stale boring lineup of the same cars since 2007, why should anybody buy Mitsubishi? All we think about from Mitsubishi is squeaky old cars and annoying teenagers speeding down your towns streets. Lancer doesnt need a REFRESH, it needs a total redesign. I see Mitsubishi going the way of Isuzu and Suzuki.
        AcidTonic
        • 2 Years Ago
        @Scooter
        Just finished breaking in my 2012 Evolution X GSR..... just hit 1200 miles. I had no problem spending $36,900 on mine with all the premium packages. Right around $40K out the door. With 40K I could literally just about any sports car I wanted. Even used 911 Turbos can be had for 40K, or Z06's, GT500's, etc. But I strolled right past all those dealers and into the Mitsubishi Dealership to pick up my 12 Evo X GSR. It's so much more of a drivers car with better steering feedback than a Z06. Only a Lotus Elise compares and that's a manual rack for god sake. I'm 100% satisfied with my purchase. Handling is amazing, it's fast as stink in the rain too, sub hits hard, and you never see one around here. Let my boss drive it lunch one day and now he wants one after just looking at Mercs and BMWs. The X is an awesome mix of luxury and raw performance.
          Jazzor
          • 2 Years Ago
          @AcidTonic
          My friend with a Benz C300 is dying to finish his lease to grab a '13 MR after walking out the door every morning to the sight of my '11 Rally Red across his house :) I am to this date, at 26,000 miles (in about 1 and half years!!) VERY satisfied with my purchase as well :) $36,500 plus tax with Sight and Sound and Navigation... Only people complaining about the "Evo X" being so expensive are the young ones who, with their lack of funds, wish they could have one for $20,000... and they actually could, low mileage Evos go for 24/25k ;)
      wooootles
      • 2 Years Ago
      Build a small car, AWD with a 2.0L turbo, at under $25k. Mitsubishi is revitalized yay
        AcidTonic
        • 2 Years Ago
        @wooootles
        That's the Ralliart.... but it lacks a manual and needs an Evo X turbo swap to be competitive. By then you basically paid Evo money to have weaker SST clutchpacks, worse suspension, chassis, lack of AYC, Super Sport Mode, etc. You can just get an Evo or a used one for less money and have many more upgrades. Mitsubishi is rather smart about how they cripple the Ralliart so that it does not interfere with Evo sales yet provides a hell of a competitive car for the price point. They *JUST* need a manual since purists go the WRX route if they don't have Evo/STI money. Entry level: Could care less. Middle level: WRX > Ralliart Halo level: Evo > STI Sorry to say it but simply having a manual, even if the motor is weaker, makes the WRX a winner in the middle segment. Just look at the sales.
          • 2 Years Ago
          @AcidTonic
          [blocked]
          Jazzor
          • 2 Years Ago
          @AcidTonic
          Depends where you live SVX... I see Evos left and right down here in South FL... barely see a WRX/STI except for older models
        Unni
        • 2 Years Ago
        @wooootles
        suzuki has one but nothing happened (kizashi )
          GR
          • 2 Years Ago
          @Unni
          The Kizashi is not offered as a turbo or V6. It only has one engine: a 2.4 liter 4 banger. It's also a smaller mid-size, not a compact. Other than engine, everything else about the car is better than most in its class. I would know, I own one.
      Frisky_Dingo
      • 2 Years Ago
      Took them long enough. Question is- is it too late??
      Sparky5229
      • 2 Years Ago
      never ever thought about buying one
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