Hmmm, whats your rationale based on? I don't think Ralliart will be based on the reinforced Evo X platform and will be based just on regular Lancer platform and the GTS weights in at around 3100lbs, AWD systems weight around 150-200lbs, and the addition of turbo shouldn't add too much weight. I am thinking Ralliart will weight in around 3300lbs if it will be based upon regular Lancer, if it will be based on Evo X then god forbid, this thing will weight more than Evo X MR, 3600lbs+, as it won't have Evo X weight saving panels/brakes and such.

 

I guess I agree with what you are saying, it's just that I wouldn't want Lancer Evo disappear from Mitsubishis US lineup due to lack of sales I am still grieving over the loss of Montero in US, that was an off-roading beast, but people here in US never understood this car, in Europe and Asia it's a different story.

 

I feel your pain on the Montero. It was a wonderfully capable off-road vehicle. But, Mitsu targeted the wrong audience with it and we all know what happened. Mitsu has a bad history of going after the wrong audience with their cars. Happened to the Montero and Montero Sport. Happened when they changed the Eclipse in 2000 (searching for a more female audience). Happened when they introduced the Raider. Happened when they introduced the Endeavor. I fear that the same thing is happening with the Evo X as they chase their new customer who is going to buy a BMW, Audi, Infiniti, Mercedes before they buy a Mitsu

 

^^ I see that too. Thanks for all your thoughts so far.

 

While I agree with you that the Montero was a fantastic off-road SUV, I don't think the problem was going after the the wrong audience. It was that the Montero was designed as a true off-road vehicle for a market that doesn't take their SUV's off road (less then 5% of buyers). In the rough it was a mountain goat but in the real world it was slow, the suspension was to soft, it couldn't tow anything, the steering was vague, etc.. The other problem and one that's bigger then the first was that no one knew about this truck! Mitsu. didn't advertise it at all in North America.
Which leads me to my point. Mitsu. needs to advertise the Evo X if they want to appeal to a broader audience. They can't rely only on word of mouth and the published press to sell this car. Unfortunately, advertising is very expensive and with the Evo X being sold in almost niche quantities I can't forsee Mitsu. ratcheting up the ad-budget for this car. Even though I think it needs to.

 

You're exactly right about how the Montero performed and that it was meant for the true off-road market. But, they targeted it to soccer moms. They chose the wrong target market for the vehicle. I used to work at Mitsu's advertising agency and when they told us they were targeting soccer moms and it wasn't up for discussion, my jaw hit the floor. Look where that got them.

And I agree about them needing to put part of their marketing budget behind the Evo X. Their own documents and press releases have stated they are targeting a guy who would have the 3-series, A4, G35, C-class, etc. on his shopping list. The awareness of the Evo amongst those shoppers is next to nothing. Those people don't even know a car called an Evo exists. So, trying to convince those folks to drop nearly $40K on a car they don't know anything about, when they can spend just a little bit more and own a luxury brand...it's a huge uphill battle for Mitsu and given their past history of failures when attempting this...it doesn't look good.

 

Yep.....totally agree. BTW. you used to work for Donnie Deustch?

 

Well, kind of. He owned the agency, but he was in the NYC office and I was in LA. Only met him twice over 2.5 years. He's kinda of a strange dude.

Anyhow, that was Sorry guys.

 

That sportsback pic looks funny a lil, but I like it.

 

i don't think the evo's going anywhere anytime soon. it's a halo car. it looks good in the dealership so the dealer can show you how similar the evo and lancer/RA look and sell you the lancer/RA. without the evo in the us, the lancer doesn't have that heritage to pimp to the average buyer. "time to rally event"??? without the evo, mitsu might as well leave the us market.

 

Your rationale is solid, buy dealers never relied on the Evo before to sell Lancers...why would they need to now? The whole "time to rally event" is a bunch of marketing BS. It's actually quite silly since the overwhelming majority of the US population (more than 99%) don't even know there is a type of racing called rally

 

Yeah, don't forget dealers pay for them cars to sit there. They don't just decide to ship them to a dealership, the dealership buys them.........with a loan of their own.

 

i would respectfully disagree with the awereness statement. First off EVO and STI have gotten tons of exposrure over last few years for being the most affordable awd speedy little devils, rally bred and tested.

Even if someone has never heard of them in the past, i am certain that all of the recent car show appearances, car mag. front covers and articles have helped to raise awareness.

I am sure that Mitsu will not stop at that and will continue to use all kinds of avenues to reach out to their new target audience. These will include tv and radio ads, certain racing events (it looks like they are testing waters in the rally circuit) lets not forget the dealer network and exposure to all current Mitsu customers, email blasts, and many, many others.x

IMO, the key here will be not to make these people aware the EVO exists, but rather that they should consider it as a suitable substitute when considering a next purchase.

 

I don't think anyone will disagree that they've gotten tons of awareness over the past 4-5 years. The trouble is that they've gotten tons of awareness within a VERY small group of enthusiasts and it hasn't really expanded beyond that small group. The average Joe still has no clue what an Evo is (unfortunately). During the holidays, go tell one of your older uncles that you drive a Mitsubishi Evolution. Or, stop someone random (who looks like they would by a 3-series or similar type of car) in the mall and tell them you drive an Evolution. You'll likely get a blank stare unless they are a diehard car fanatic. On the other hand, tell them you own a BMW or a Mustang and they would know exactly what you were talking about. Awareness of the Evo is dangerously low to go chasing after a target audience that doesn't know your car exists.

And, yes, they are getting all kinds of exposure in magazines lately. But, that's no different than several years back when the cars launched...or over the past 4-5 years. The Evo has always gotten publicity and articles written about it. There have been plenty of articles and car shows, yet they only reach a small group of enthusiasts. The general entry-level luxury sedan buyer does not know what an Evo is.

Yes, they do have plenty of marketing channels to get the word out about the Evo X and they better use all of them or the launch of this car will be a failure. Mitsu has a great opportunity here. They better not blow it. What's that saying? You only get one chance to make a first impression...that's the case with the Evo X and it's new target audience. But, in the end, the primary question is will their new target (who barely even knows a vehicle named the Evo even exists), will they even care when they can buy a nice 335i for a small premium over the MR?

I agree with your key for Mitsu to attempt to make the Evo X a suitable alternative, but it's got to start with awareness. If you don't know something exists, it won't be on your shopping list.

Like I've said, it's an uphill battle and it's going to be rather tough for Mitsu to pull it off considering who their new target audience is...

 

hey i agree with you on 2000 eclipse any data or reference that sales went down after year2000, the sales man told me sales actually went up after 2000