MITSUBISHI PINS HOPES ON NEXT-GEN OUTLANDER

Some Mitsubishi dealers see the 2022 Outlander, the automaker’s first new-generation U.S. vehicle in years, as critical for the brand’s survival in North America as they push for more marketing money.

After a particularly rough 2020 for Mitsubishi dealers, hope is just around the corner.

An early December teaser image of the redesigned Outlander midsize crossover — along with several spy photos showing off its stylish look — is generating big expectations after a nearly decadelong wait.

Mitsubishi retailers have been looking to the Outlander as something of a brand savior for years. The current crop of products is not just aging on the outside, but falling behind on interior amenities and technology as their price advantage fades compared with Asian rivals.

But this is not just about looks.

The updated Outlander flagship, expected in the first quarter of 2021, is seen by some dealers as a no-excuse vehicle that can both garner higher transaction prices than the current model and serve as a blueprint for a Mitsubishi revival in North America — if the automaker gets behind it.

“This is going to be the most dynamic change they have had in a decade, and they’ll have the dealer body pretty pumped up,” said Ryan Gremore, president of O’brien Auto Team in central Illinois. Gremore, who sits on the Mitsubishi National Advisory Board, has seen the new Outlander in person.

At the same time, Gremore said, Mitsubishi headquarters in Japan needs to promote the Outlander through robust marketing before brand awareness further fades in the minds of American shoppers.

“Mitsubishi’s got to spend some money marketing this car, take some risks. If you lose, you lose, but you’ve got to take a shot at it,” Gremore told Automotive News. He said the dealer advisory board has set up a marketing council to push for new ways to drive dealership traffic.

Mitsubishi hasn’t revealed details for the Outlander such as equipment or pricing, nor has it shown the interior. But spy photos of what is believed to be the production vehicle have circulated widely on the Internet.