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Mitsubishi Lands New Outlander

Maker insists it’s committed to U.S. market.

by on Nov.30, 2012

Mitsubishi delivers a completely redesigned 3-row Outlander CUV.

You know a manufacturer is having trouble when it begins a news conference not with the unveiling of a new product but with a promise that it isn’t about to leave the market. But few were surprised by the approach taken when Mitsubishi’s U.S. chief executive opened things up at the LA Auto Show this week.

The Japanese maker has had some serious problems in recent years.  A flawed strategy aimed at bringing in young, first-time buyers backfired, running up $100s of millions in losses. And a number of recent products flopped, notably including the now-abandoned Eclipse sports coupe. In fact, Mitsubishi is all but starting over, walking away from a number of once-popular nameplates.

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Its problems were serious enough that only a major bailout kept the Japanese parent alive, in fact. Now, with Suzuki announcing plans to abandon the U.S. after years of crumbling sales, the spotlight is on Mitsubishi, many analysts predicting it could be next to give up on the market.

Not so fast, proclaimed CEO Yoichi Yokazawa, telling a crowd of journalists, “Mitsubishi is as committed to North America as ever,” before unveiling several products intended to help it regain some positive momentum.

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