We rarely hear any major news coming out of the National Automobile Dealers Association (NADA) annual meeting in Orlando, FL, but Mitsubishi executives found this a fitting place to announce a big push for increased advertising here in the US. A report in Automotive News states that the struggling Japanese automaker is returning to advertising in prime time television for the first time since 2005, with the push slated to begin in June and July for the launch of the 2014 Mitsubishi Outlander shown above.

Despite dwindling sales and a shrinking lineup, Mitsubishi's new North American chairman, Gayu Uesugi, has said on multiple occasions that the automaker has no plans to abandon the US market. Spending extra money on marketing and advertising should be a good start to help improve sales, but a lack of fresh and competitive products is also keeping showrooms empty. Aside from the new Outlander, the AN report says that Mitsubishi spokesman Roger Yasukawa said that a "yet-to-be-named subcompact" will arrive this year, which suggests the unnamed hatchback shown below (known elsewhere as the Mirage), could be heading to the US after its North American introduction at the Montreal Auto Show last month.

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    • 1 Second Ago
      • 2 Years Ago
      They should use that budget to improve their products before upping their advertising. What's the point of spending money to get the attention of customers if you don't have anything that's worth buying?
      John Ward
      • 2 Years Ago
      Take the Eclipse back to it's DSM roots and give the FRS/BRZ a run. Saved.
      • 2 Years Ago
      The Outlander Sport is not a bad looking car. Too bad the new Outlander looks flat out retarded. Which is too bad, because there is definitely room in the market for a PHEV hybrid SUV.
      • 2 Years Ago
      Mitsubishi has a good car in the Lancer, though perhaps it could use some updates. The rest of their lineup needs help. Let's hope that new Outlander exceeds expectations.
      • 2 Years Ago
      • 2 Years Ago
      I would suggest a doubling of the R&D budget also.
      • 2 Years Ago
      Mitsu.... Do you need a market segment to "own"? The compact pick-up... most others have left that market for the 3/4-full size trucks. And by compact I mean the small pick-up, what Ford left behind when the ditched the Ranger in the US.
      • 2 Years Ago
      Mitsu will continue to bring new product and production to the plant in Normal which will allow them to drive down costs and increase new product offerings in the U.S. They do not plan on selling huge numbers in the U.S. but use the Normal plant to export vehicles around the world. Mitsu is a very profitable company, they have the money and will be spending more of it on new vehicles as soon as they have production capacity in Normal. I know this, the people who do drive their products love them, they rarely have failures, have a great factory warranty and last. Not a bad combination, inexpensive to buy and own, great warranty and last.
        • 2 Years Ago
        1 year, 4 oil changes, 2 trips to Vail Colorado, 0 problems here!
      • 2 Years Ago
      Here's an idea for Mitsubishi, just start doing what subaru is doing.
      • 2 Years Ago
      Oh, Mitsu, you just can't win for losing. I think this [de]motivational poster says it best: http://demotivators.despair.com/demotivational/incompetencedemotivator.jpg Best of luck. I hope you can sell enough of your new lackluster product to fund a mighty comeback.
      • 2 Years Ago
      I have a Montero (known as a Pajero in the rest of the world), it's a great full-size SUV with decent gas mileage. I wish they would bring the latest model over, I would seriously consider buying it.
      • 2 Years Ago
      Good, this needs to be their Hail Mary pass right here. This should be their last ditch effort to drive some sales and bring attention back to the brand. I don't have the highest hopes since they need a better product assortment. No D size sedan, and ancient C segment offering, a middle aged Outlander Sport, and a new Outlander isn't exactly going to drive foot traffic into their few remaining stores.
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