Where, I wonder, did Mitsubishi go wrong as an automaker? The brand that once had such promise has fallen on hard times, and finds themselves forced to create a new global identity. Instead of focusing on performance and racing (a natural, since the three-diamond brand dominated both Paris Dakar and WRC for years), Mitsubishi is trying to be a kinder, gentler car company. Jumping on the Green bandwagon, their new focus will be on establishing themselves as an “environmentally sensitive” automaker. To that end, Mitsubishi will launch eight new EV or hybrid vehicles by 2015, with their primary focus being the reduction of CO2 emissions from their vehicles.
The first casualty of this change in direction will be the Lancer Evolution, which, according to Autocar magazine, dies with the current generation. In an interview with Mitsubishi’s global product director, Gayu Eusegi, Autocar learned that there are no plans for an Evo XI, even one with hybrid power. Perhaps most concerning to enthusiasts was Eusegi’s dismissal of performance variants of any model. As quoted by Autocar, Eusegi said, “Maybe the world can change, and maybe someday we can do a motor race by electric vehicles. Maybe then we can enter the (performance) market again.”
That maybe sounds like a cold day in hell to me, and I’m not sure the world needs more boring hybrids and limited range EVs. I hate to see Mitsubishi disappear from the market, but I certainly don’t think their current direction is the right one.
Source: Autoblog
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
