donswearingen
Don Swearingen
donswearingen

Clearly Mitsubishi has gone through some tough years. And in those tough years we had to control costs by reducing spending in advertising and design. But we've returned to a profitable company and are committed to investing in research and design to focus on the future.

The Pajero – sold in other parts of the world – which is under development and a U.S. launch is part of the plan. At the Chicago auto show we'll be showing a concept car of what the new Montero could look like. As for luxury, that's something we'll be focusing on more for the both D-segment and the Montero.

Our target market has been mainly on young-minded people with families. Today we talk about our safety features (IIHS top safety pick and top safety pick plus), and the Lancer, which is also a top safety pick. We're clearly focused on safety. Our buyer demographics tend to swing towards a younger buyer, so we

There are currently no plans for an Evo XI.

I think it's brilliant. But where the brand is right now, it just doesn't make any sense. And there's no sense in backing it if you can't do it right.

Fleet has a huge negative impact on the residuals of cars. That affects lease prices and consumer prices. We did that with Galant and clearly feel that hurt us badly. We've reduced our dependency on fleet – under 10 percent – where other manufacturers are in the 20-30 percent range. We're doing that strengthen the

We announced a partnerships with Renault in August of last year focusing on D-segment and C-segment vehicles (Galant and Lancer). I think in the next few months we'll be announcing more information on that partnership.

It's been a pretty rock solid vehicle for the brand. It's been selling well for us. We clearly know it needs to be redesigned and new one is in the pipeline.

The challenge there is that the segment is small. When we look at bringing a car to the market – as a smaller, niche player – we have to look at the development costs. As we go through our processes we have to put a scenario together for that consumer profile, what percentage of that segment we can capture, and at the

It's not currently on our plans. We've brought it in. We've tested it with some consumers. And right now we don't think it's right for this market.

As we're moving forward, we're still performance thinking, but different. We're looking at electrification. We participated in Pikes Peak. We took first and second in the electric division and 2nd and 3rd overall and shattered the EV class record by 38 seconds. As you see Mitsubishi moving forward, we plan to use that

Mitsubishi's plan over the next few years is to look at the segments we can be competitive in and then work with our designers and engineers to build a car that meets our customer's expectations. And focuses on the features that are necessary for this market.

We are clearly focusing on another Mirage sedan. We're looking to get back into the D segment to replace the Galant. And then a larger CUV to replace the Montero.