Cut and pasted from Automotive News 12/24 issue, icons added by yours truly:

Mitsubishi seeks to broaden Evo's appeal

Kathy Jackson
Automotive News
December 24, 2007 - 12:01 am ET


The redesigned Lancer Evolution has more horsepower and a wider stance than the previous model, plus an automated manual transmission that Mitsubishi hopes will attract female shoppers.

PHOENIX — Mitsubishi executives want BMW and Audi owners to take notice of the redesigned Lancer Evolution that debuts in February. They also would like a few more female shoppers to check it out.

The Evo has been a darling of rally fans, mostly men. But the latest version of the high-performance sedan is more refined. It's the first Mitsubishi with an automated manual transmission. The company hopes it will appeal not only to racing fans but also to those who favor a luxury sedan ride.

The basics: The Evo comes in two trim lines: the base GSR and the MR. The entry-level RS on the 2006 model has been eliminated. Mitsubishi did not offer an Evo for the 2007 model year.

Both 2008 trim lines have a new 2.0-liter engine that makes 291 hp. The 2006 put out 286 hp.

The big news is the transmission. The GSR has a five-speed manual, but the MR gets Mitsubishi's first automated manual transmission. It has six speeds, steering wheel shifter paddles and a console shifter.

The redesigned car has a longer wheelbase and wider track and has 18-inch wheels. The previous model had 17-inch wheels.

Standard equipment includes a 140-watt audio system with six speakers and MP3 capability, power door locks and windows, and a rear spoiler.

The 2008 model has seven airbags, compared with two for the 2006. Active yaw control also is new. The system transmits torque from left to right on the rear axle.

A 650-watt stereo system and Sirius satellite radio are available for both trim lines. Unique to the MR is an optional navigation system with carpool lane routing.

Notable features: The face has a menacing appearance, described by Mitsubishi as a shark-nosed front end inspired by jet fighter air intakes.

The dual-clutch transmission can be driven either in normal, sport or supersport mode.

The Evo's evolution
The redesigned Lancer Evolution is more powerful and refined than the previous model.
2008 model 2006 model
Wheelbase 104.3 in. 103.3 in.
Length 177.0 in. 178.5 in.
Width 71.3 in. 69.7 in.
Height 58.3 in. 57.1 in.
Curb weight 3,517 lbs. 3,219 lbs.
Base engine 2.0-liter I-4 2.0-liter I-4
Horsepower 291 @ 6,500 rpm 286 @ 6,500 rpm
Torque, in lbs.-ft. 300 @ 4,400 rpm 289 @ 3,500 rpm
Base price $33,700 (est.) $29,304*
*With shipping





What the company says: "The transmission is the biggest difference between the new and old car," said Mike Evanoff, sporty-car product manager for Mitsubishi Motors North America Inc.

"We still wanted to offer the five-speed manual for the traditional buyer," Evanoff said at the car's press launch here. "But we want to broaden the appeal beyond rally folks."

The market: The appeal of cars such as the Evo and the Subaru WRX has been limited mostly to men who like racing. Only 10 percent of Evo's buyers are women but Evanoff said the automated manual transmission may increase the percentage. Mitsubishi also hopes to conquest some BMW 3-series and Audi A4 buyers.

Shortcomings and compromises: Mitsubishi is going after a wider audience but still only expects to sell about 5,000 units annually — the same as the previous model.

The skinny: The base GSR goes on sale in February at an estimated price just shy of $34,000. The MR hits the market in the spring at just under $39,000.

Evanoff said the automated manual transmission may show up in other Mitsubishi vehicles. "All the new technology goes into the Evo first," he said, "but I could possibly see this advancing through the product line."

 

seems to me the prices are basically set. every article i read now says 34k for GSR and just under 39k for MR. which is exactly what my dealer told me.

"But we want to broaden the appeal beyond rally folks."

that kinda scares me. i dont want evo turning into those luxury sport sedans. i dont buy audi and bmw because of that. i mean some upgrades to the ride are always welcome but damn, if evo looses all of it's original rawness then that basically makes it a over priced wannabe.

I am going to buy the X though because it still hasnt gone completely off track. and i love the new styling and yeah, safer for my family. i like to duke it out on the track but i liked to keep my family safe when on the road. if i had the money i would buy one car for racing and one for every day drive but i dont. since this evo seems to be 50-50 it works out for me just right. besides its not like i race every week.

for those who are truely hardcore about tuning and racing, i feel your pain.

 

Poor mitsu does not realize that women that can afford to drop $40K on a car (or have a man that can drop $40K on a car for them) are not looking at an economy brand like mitsubishi... They want something they can brag to their girlfriends about, they want something with a name badge that is easily recognizable to shallow materialistic posers at starbucks.. OR they want something huge and high off the ground with a big chrome front grille.

Simply... The EVOX looks to much like the regular POS lancer and performs too poorly to be targeted at the $40K car buyer...

 

attractive for women??? What a f#$ck is wrong with these guys??

"But we want to broaden the appeal beyond rally folks."

That is a rally legend... That car suppos to be made for them... /that is why the limited numbers are made, before/
I hope who ever said these things that was american, because if its came from europe then the rally is dead.

 

Yes you are 100% right.
exept the last line

 

The marketing department needs to be taken out to pasture and shot in the head...

What soccer mom is going to buy a rally car with a giant wing in the back? Manumatic or no, this just isn't going to fly. They'll first buy a Volvo, or a BMW, or an Audi, or one of about a million high end minivans or small SUVs. The evo even gets crappier mileage than any of those vehicles.

When (not if) Mitsu sells less than 100,000 cars this year the writing will be on the wall. A colossal failure with the classic cause - not understanding your customer.

 

The Evo is just going the way of the Eclipse. Give it a few more years it will be even wider and longer with an underpowered V6.

 

^^ true.

 

Lol I owned a '99 Eclipse GS-T (last good year) and now own an '06 IX MR (last good year). History repeats itself

 

If you think that's bad, check out this article...

http://www.motherproof.com/2007/12/mistubishi-lanc.html

Here's the best quote from that article...

Here's an advertising tagline "Endorsed by mom's everywhere."

 

Hmm, wonder how the review went on Motherproof.com for the Evo IX.

 

lol thats crazy hating on the x

i admit i would rather have the raw rally racer but like i said before i can live with some of the upgrades. to me, this evo is acceptable enough to buy but if mitsu keeps going on this road, it will just destroy the essence of the evolution. if they really want to appeal to a broader market, they should make it more fuel efficient not a wannabe luxury sedan. people that want luxury wont go mitsu. if people see evo is a hardcore sport sedan and STILL is fuel economic, then holy ****, mitsu struck gold. everyone will want a peice of that raw racer that gets great MPG. seriously, its ALL about fuel efficiency within the next few years and eventually we will have to move on to other means of fuel. so yea, best strategy for anyone right now is getting better MPG without sacrificing power. i cant stress this enough, mitsu cant play luxury, not with an evo. big mistake. BIG difference between some ride upgrades rather than taking on luxury market with a hardcore rally racer. AGAIN, this evo is acceptable but if it gets softer next time, its over...

 

Im positive that the new evo will be an excellent car. Will I trade my IX in on one. Probably not. The problem is that most of us on here are purists and Mitsubishi doesnt feel the need to gear the new Evo towards us anymore. They are trying to broaden their market. It worked for the Eclipse very well. Look how many of those you see running around compared to Evos. Hell I can count at least four or five of them in the parking lot at work on any given night. Point being is that no one likes seeing change, especially in a car that has worked its way into the hearts of everyone here.