I Wish I Worked at Mitsubishi
Please hire me Mitsubishi, I have the right vision!
Mitsubishi is slowly and steadily sinking and we can only hope that they stay afloat. But why should Mitsubishi stay afloat? They have already alienated us car enthusiasts by discontinuing every fun car they used to make, right? True, but I think they can build on their past and become a lovable (and profitable) brand once again.
The simple answer is this: wait for it: DODGE. The former partner of Mitsubishi - (technically the partnership was between Chrysler and Mitsubishi, called Diamond Star Motors) - so where was I; ah yes. The former partner of Mitsubishi has successfully rebranded themselves as a performance company and I think this is the road Mitsubishi should have taken or still can take moving forward.
I'm not saying Mitsubishi should stop making their "sensible" vehicles - although there's work to be done there too - I'm saying they should add some excitement to the brand. Everybody loves the respective Challenger and Charger SRT Hellcat models from Dodge but not all buyers go for them. Some buyers though drawn by the Hellcat, set their sights lower and end up with a Scat Pack for example. The point I'm making is Mitsubishi needs a halo car or two to get people interested in the brand again.
MY SAVE MITSUBISHI PLAN
So this is my plan: first things first, I would suggest Mitsubishi develop and release a Lancer Evolution XI concept powered by a new turbocharged inline four developing around 360-380HP. An engine this powerful would blow its competitors out of the water, specifically the Subaru WRX STI which currently develops 310HP from its flat-4 engine. The next step I'd suggest is raising funds like Tesla, by taking preorders for the production Evolution and accepting deposits for customers to secure their vehicle.
Next up is revamping and simplifying the entire line of vehicles in the product line. Dodge's product line is as follows: the Charger sedan, the Challenger coupe, the Journey and Durango SUVs and the Grand Caravan minivan/MPV, all offered in various trims. What I would suggest is for Mitsubishi to keep four of their SUVs/crossovers: the sub compact ASX/RVR, the compact Outlander, the midsize Pajero Sport/Montero Sport and the full-size Pajero/Montero. Crossovers are the cash cows for many automakers these days and new generations of these SUVs/crossovers will be the main income for the brand if executed properly. In addition to the SUVs/crossovers, I suggest the following: the Lancer/Lancer Evolution sedan, the return of the Eclipse coupe powered by the same powertrain as the Evo and offered only in AWD; and finally, a revamped Mirage to compete with the likes of the VW Polo and Ford Fiesta.
Finally and fundamentally is an improvement in quality for the brand. Quality is key here. As Mazda and Kia has proven, it is possible to improve build quality without going bankrupt. Mitsubishi needs to invest in better plastics and interior materials in order to produce vehicles that are actually pleasant to be in and on par with their competitors. Quality does not simply speak to interior feel though. Better driving dynamics and stronger, more reliable engines are also a must for improving the brand. Put focus into producing efficient, reliable engines which are also peppy enough to give some driver satisfaction and enjoyment. All around quality improvement is not something that will go unnoticed by consumers and buyers will soon flock to Mitsubishi as they have done to Kia in the past decade.
What do you think about my plan? Can my ideas help save Mitsubishi?