You call the Shots, what would you do?
Evolved Member
Joined: Mar 2002
Posts: 4,312
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From: Birmingham, AL
Considering they just fired (retired, went to pursue other interests) their lead marketing exec, I am sure they are trying to re establish their brand image into something more palatable for American buyers. Schembri (executive vice president of sales and marketing) and Killen vice president of marketing are history.
Everybody seemed to like the Takio drums for the Eclipse, but after that, they needed to follow up with more content driven marketing for the other cars. Some of the concepts for advertising we had heard about was the whole J-cool (anime, video game, even ads in japanese with subtitles) theme coming for the cars. I thought that was a bad idea, especially the ads in Japanase. The whole hip hop/rave, animated image is okay for Scion and the Civic, but Mitsubishi needs something different for the more mundane, mainstream cars. Whether or not Mitsubishi even needs to be in the mainstream market is another matter. Perhaps the engineers that make the Evo should be in charge of future development for all the cars.
I think, whatever they decide to do for marketing, that very little of it has to do with the Evo. The car will have very little of an ad budget past the initial launch, and then word of mouth well sell the rest. By leaving the WRC for now is not a bad thing. Since Peugeot and Citroen aren't in it for now either, they were the main competition and have more money then anybody who regularly competes in the WRC, so perhaps the manufacturers are sending a message to the event cooridinators. If they need the time to regroup so they can make a strong showing, so be it. But then again, not having a strong showing didn't hurt sales or accolades for the CT9A series.
Everybody seemed to like the Takio drums for the Eclipse, but after that, they needed to follow up with more content driven marketing for the other cars. Some of the concepts for advertising we had heard about was the whole J-cool (anime, video game, even ads in japanese with subtitles) theme coming for the cars. I thought that was a bad idea, especially the ads in Japanase. The whole hip hop/rave, animated image is okay for Scion and the Civic, but Mitsubishi needs something different for the more mundane, mainstream cars. Whether or not Mitsubishi even needs to be in the mainstream market is another matter. Perhaps the engineers that make the Evo should be in charge of future development for all the cars.
I think, whatever they decide to do for marketing, that very little of it has to do with the Evo. The car will have very little of an ad budget past the initial launch, and then word of mouth well sell the rest. By leaving the WRC for now is not a bad thing. Since Peugeot and Citroen aren't in it for now either, they were the main competition and have more money then anybody who regularly competes in the WRC, so perhaps the manufacturers are sending a message to the event cooridinators. If they need the time to regroup so they can make a strong showing, so be it. But then again, not having a strong showing didn't hurt sales or accolades for the CT9A series.
Last edited by GPTourer; Feb 19, 2006 at 02:32 PM.
Newbie
Joined: Nov 2003
Posts: 46
Likes: 0
From: Tempe, AZ
Think what people forget is Mitsu pulled out of the WRC not only because of money problems. But they said they'd be back in 2008. The car they had out for the Works WRC would have been phased out once the evo X comes out. No need to waste money on something they are about to radically change.
Last edited by juicyfrys; Feb 20, 2006 at 03:30 PM.
Newbie
Joined: Jun 2006
Posts: 15
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From: Reseda, CA
Originally Posted by hotrod2448
I would give one to sport compact car or a similar magazine before launch to get a buzz going, as a project car, tap a few tuners on the shoulder and give them a big back door to develop the aftermarket for it and the following stories in the magazine. Nothing wrong with nearly free publicity.
Get the car into some type of motrsport and running well. Something like speed world cup would be perfect. Put banners showing the car on the track in showrooms and service areas. While we know the Evo has a racing heritage most people here in the US have no idea what the car is or where it comes from.
Launch Ralliart parts for it in the US because, why should the tuners make all the money from performance parts. Provide warranty coverage with these parts.
You definately have to give the car some headroom for the aftermarket and make it respond well to tuning. That way you keep your original following as well as add new people.
Finally and it makes me sad to say this but, soften the car up in at least one trim level and give it more creature comforts to appeal to a bigger demographic.
I think I would make the standard Evo the one to appeal to masses with less power less tech and more amenities. The RS still stripped out for autocross/rallycross/hard-core street car. The MR as the flagship high power, high tech, and high dollar genuine M3 S4 competitor in all areas, not just performance.
I think as long as the car has better fit and finish with higher quality interior parts with the same driving feel as all past Evo's have had it will be a success. Almost every thing I've read about any Mitsu product they complain about interior quality. In reality it would probably only cost them about $50 per car at the most to provide a Lexus like interior. I for one wouldn't mind shelling out or financing in another $50 over 5 yrs to make the interior hold up better and be a nicer place for me.
Get the car into some type of motrsport and running well. Something like speed world cup would be perfect. Put banners showing the car on the track in showrooms and service areas. While we know the Evo has a racing heritage most people here in the US have no idea what the car is or where it comes from.
Launch Ralliart parts for it in the US because, why should the tuners make all the money from performance parts. Provide warranty coverage with these parts.
You definately have to give the car some headroom for the aftermarket and make it respond well to tuning. That way you keep your original following as well as add new people.
Finally and it makes me sad to say this but, soften the car up in at least one trim level and give it more creature comforts to appeal to a bigger demographic.
I think I would make the standard Evo the one to appeal to masses with less power less tech and more amenities. The RS still stripped out for autocross/rallycross/hard-core street car. The MR as the flagship high power, high tech, and high dollar genuine M3 S4 competitor in all areas, not just performance.
I think as long as the car has better fit and finish with higher quality interior parts with the same driving feel as all past Evo's have had it will be a success. Almost every thing I've read about any Mitsu product they complain about interior quality. In reality it would probably only cost them about $50 per car at the most to provide a Lexus like interior. I for one wouldn't mind shelling out or financing in another $50 over 5 yrs to make the interior hold up better and be a nicer place for me.
Maybe you can get a ever so slightly better than current stock headunit which imho looks like it belongs in a mid 90's hyndai.
Evolving Member
Joined: Aug 2006
Posts: 412
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From: UMD
personally i dislike the turn they have made to redesign the evo x body style, i really loved the 8/9 body styles and always will, especially the wing
but since thats already been done and u cant change it, atleast make it so it still has the same tuner type engine that is mod friendly w/o turning it into something like a porsche / bmw type car
but since thats already been done and u cant change it, atleast make it so it still has the same tuner type engine that is mod friendly w/o turning it into something like a porsche / bmw type car
Evolving Member
Joined: Aug 2005
Posts: 426
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From: wilmington ca
1. keep 90% of the styling without the chrome crap. use the MR style shark fins.
redo the rear tails a bit so the backend does not look so huge.
2. they need an extra aggressive advertising campaign. commercials, sponsorships, and trackday events such as chevys rev it up racing.
3. honestly the x needs to have at least 350 hp to appeal to the white collar dudes.
and keep it light mitsu. offer aftermarket support from the factory also.
redo the rear tails a bit so the backend does not look so huge.
2. they need an extra aggressive advertising campaign. commercials, sponsorships, and trackday events such as chevys rev it up racing.
3. honestly the x needs to have at least 350 hp to appeal to the white collar dudes.
and keep it light mitsu. offer aftermarket support from the factory also.
Originally Posted by cMw
personally i dislike the turn they have made to redesign the evo x body style, i really loved the 8/9 body styles and always will, especially the wing
but since thats already been done and u cant change it, atleast make it so it still has the same tuner type engine that is mod friendly w/o turning it into something like a porsche / bmw type car
but since thats already been done and u cant change it, atleast make it so it still has the same tuner type engine that is mod friendly w/o turning it into something like a porsche / bmw type car
Don't think for a second that these thoughts and feelings haven't filtered through the minds of the designers and engineers at Mitsubishi. I guarantee you , 3-4 years ago when the EVO X was being conceived (before we even had the opportunity to brush up against one!), these guys were suffering from flop-sweat, so worried that any changes to their baby might hurt more than help.
But change is necessary, if you want to stay on top of your game. The Evolution has 'evolved' more or less for the better these past 15 years, with changes driven by many of the same guys that are still doing it today. These guys eat, sleep and dream this stuff. It's their mission to make whatever Mitsu. throws in front of them, memorable and special.
Do you really think they're going to screw it up now!
Evolving Member
Joined: Aug 2006
Posts: 412
Likes: 0
From: UMD
Originally Posted by eddie
I get your comment about change. People have the hardest time with change, whether it involves body styling, engine layout or other. They can't think past what they can see or what's already been done. No worries, your not alone.
Don't think for a second that these thoughts and feelings haven't filtered through the minds of the designers and engineers at Mitsubishi. I guarantee you , 3-4 years ago when the EVO X was being conceived (before we even had the opportunity to brush up against one!), these guys were suffering from flop-sweat, so worried that any changes to their baby might hurt more than help.
But change is necessary, if you want to stay on top of your game. The Evolution has 'evolved' more or less for the better these past 15 years, with changes driven by many of the same guys that are still doing it today. These guys eat, sleep and dream this stuff. It's their mission to make whatever Mitsu. throws in front of them, memorable and special.
Do you really think they're going to screw it up now!
Don't think for a second that these thoughts and feelings haven't filtered through the minds of the designers and engineers at Mitsubishi. I guarantee you , 3-4 years ago when the EVO X was being conceived (before we even had the opportunity to brush up against one!), these guys were suffering from flop-sweat, so worried that any changes to their baby might hurt more than help.
But change is necessary, if you want to stay on top of your game. The Evolution has 'evolved' more or less for the better these past 15 years, with changes driven by many of the same guys that are still doing it today. These guys eat, sleep and dream this stuff. It's their mission to make whatever Mitsu. throws in front of them, memorable and special.
Do you really think they're going to screw it up now!
the
only unfortunate thing is that the prices allways tend to go up. i dont wanna pay 40+K for the next EVO with all kinds of gadgets, hop that they incorporate lancer as the base WRX type car (which is what i believe that they will do) and then have 2-3 options for the EVO, like now
I don't think its going to matter how much the X cost. If people want it they will be trading in cars or what ever they have to do(finance for 10yrs)something. The X hasn't grown on me yet hopefully it will look slightly different than what they are showing.
Evolved Member
Joined: May 2004
Posts: 3,783
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From: Diamond Bar, California
***First thing first, I would make a 6-Speed traditional manual Standard for all EVO X models, with paddle shifting optional (not the other way around, if you believe most reports).
***Keep the weight down or similiar to what the EVO IX already is.
***I would offer RS, GSR, SE, and MR models at the start of production. There would also be more differences between the models. The RS would have the least amount of power (not by much) and also have less options of course. The GSR and SE would have equal power, but the standard options would differ. The MR would further itself from the rest of the models, with more power and more overall performance options. It would even be styled differently. The MR would become more direct competition for more expensive car models, such as BMW M3 and etc.
***More power for all models. Factory ratings may be lower than actual power, this has been the normal trend, so I wouldn't deter from this, uless Subaru did.
EVO X RS (Factory HP Rating)- 300HP/300TQ
EVO X GSR (Factory HP Rating)- 320HP/310-320TQ
EVO X SE (Factory HP Rating)- 320HP/310-320TQ
EVO X MR (Factory HP Rating)- 400HP/380TQ
Like I already said, actual HP would be greater, but if you follow Mitsubishi's traditional approach to rating EVO horsepower, it's generally always underrated.
Actual power for the EVO X RS would be around 280-290whp, EVO X GSR/SE 300-310WHP, and EVO X MR 360-380WHP.
***Prices for the EVO X will go up, just reality, but it wouldn't be a huge and dramatic increase.
MSRP- $31,995 For the RS
MSRP- $34,995 For GSR
MSRP- $36,995 For SE
MSRP- $42,995 For the MR
***Interior would improve, but not greatly. To keep cost down, this would have to be the reality. But their would be more optional items available, especially for the SE model, which could include MP3 player and Navigational system. Overall the interior would be more attractive and improved, but still no BMW, sorry.
***Cruise control and option for all EVO models (standard on MR) except for the RS.
***Stick with the Recaros, but different pattern of course. Recaros are gorgeous.
***Super AWC Yaw Control would also be standard on USDM EVO X.
***Four doors would remain, but more of a coupish look, which what the EVO X concept is trying to do. I would keep the possibility of an EVO X coupe open, for limited release one day. The coupe model would be a test, for the possibility of a coupe and sedan model being introduced with the EVO XI.
Ok that is all I can think of for now, but this is just my opinion of what I would do.
***Keep the weight down or similiar to what the EVO IX already is.
***I would offer RS, GSR, SE, and MR models at the start of production. There would also be more differences between the models. The RS would have the least amount of power (not by much) and also have less options of course. The GSR and SE would have equal power, but the standard options would differ. The MR would further itself from the rest of the models, with more power and more overall performance options. It would even be styled differently. The MR would become more direct competition for more expensive car models, such as BMW M3 and etc.
***More power for all models. Factory ratings may be lower than actual power, this has been the normal trend, so I wouldn't deter from this, uless Subaru did.
EVO X RS (Factory HP Rating)- 300HP/300TQ
EVO X GSR (Factory HP Rating)- 320HP/310-320TQ
EVO X SE (Factory HP Rating)- 320HP/310-320TQ
EVO X MR (Factory HP Rating)- 400HP/380TQ
Like I already said, actual HP would be greater, but if you follow Mitsubishi's traditional approach to rating EVO horsepower, it's generally always underrated.
Actual power for the EVO X RS would be around 280-290whp, EVO X GSR/SE 300-310WHP, and EVO X MR 360-380WHP.
***Prices for the EVO X will go up, just reality, but it wouldn't be a huge and dramatic increase.
MSRP- $31,995 For the RS
MSRP- $34,995 For GSR
MSRP- $36,995 For SE
MSRP- $42,995 For the MR
***Interior would improve, but not greatly. To keep cost down, this would have to be the reality. But their would be more optional items available, especially for the SE model, which could include MP3 player and Navigational system. Overall the interior would be more attractive and improved, but still no BMW, sorry.
***Cruise control and option for all EVO models (standard on MR) except for the RS.
***Stick with the Recaros, but different pattern of course. Recaros are gorgeous.
***Super AWC Yaw Control would also be standard on USDM EVO X.
***Four doors would remain, but more of a coupish look, which what the EVO X concept is trying to do. I would keep the possibility of an EVO X coupe open, for limited release one day. The coupe model would be a test, for the possibility of a coupe and sedan model being introduced with the EVO XI.
Ok that is all I can think of for now, but this is just my opinion of what I would do.
Evolving Member
Joined: Apr 2002
Posts: 320
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[CEO of Mitsubishi Motors]
Scrap Evo X idea altogether.
Instead, concentrate on profitability of the company overall. Which means, doing more volume cars (like the Lancer).
Oh and pull out of WRC too, it's draining resources.
Only when the house is in order (I predict this won't be until 4-5 years from now at least), then I'll commission a high-performance, low-volume model.
[/CEO of Mitsubishi Motors]
Scrap Evo X idea altogether.
Instead, concentrate on profitability of the company overall. Which means, doing more volume cars (like the Lancer).
Oh and pull out of WRC too, it's draining resources.
Only when the house is in order (I predict this won't be until 4-5 years from now at least), then I'll commission a high-performance, low-volume model.
[/CEO of Mitsubishi Motors]
Keeping the 4G63T would seem like a good idea.
According to edmunds.com ...
http://www.edmunds.com/insideline/do...leId=100564097
What Edmunds.com Says:It is already the best car in its segment, let's hope Mitsubishi leaves it that way.
What We Know: The 2007 Mitsubishi Lancer Evolution X will be an all-new feature vehicle when it appears in early 2007. While the Lancer Evolution IX received a face-lift and some other minor changes when it went on sale this year, the Evo X will more or less be rebuilt from the ground up on a brand-new platform which it will share with the next-generation versions of the Chrysler PT Cruiser, Dodge Caliber, and even the Mitsubishi Outlander SUV. In addition to the new sheet metal on the outside, which is believed to greatly reduce the vehicle's weight, the 2007 Evo will get more power as well. Underneath the hood, the 2007 Lancer Evolution X will feature a slightly more powerful version of its turbocharged MIVEC 2.0-liter four-cylinder, with horsepower boosted past the 300 mark. This engine will be paired with a clutchless six-speed transmission that can be shifted manually via steering-wheel-mounted paddles.
According to edmunds.com ...
http://www.edmunds.com/insideline/do...leId=100564097
What Edmunds.com Says:It is already the best car in its segment, let's hope Mitsubishi leaves it that way.
What We Know: The 2007 Mitsubishi Lancer Evolution X will be an all-new feature vehicle when it appears in early 2007. While the Lancer Evolution IX received a face-lift and some other minor changes when it went on sale this year, the Evo X will more or less be rebuilt from the ground up on a brand-new platform which it will share with the next-generation versions of the Chrysler PT Cruiser, Dodge Caliber, and even the Mitsubishi Outlander SUV. In addition to the new sheet metal on the outside, which is believed to greatly reduce the vehicle's weight, the 2007 Evo will get more power as well. Underneath the hood, the 2007 Lancer Evolution X will feature a slightly more powerful version of its turbocharged MIVEC 2.0-liter four-cylinder, with horsepower boosted past the 300 mark. This engine will be paired with a clutchless six-speed transmission that can be shifted manually via steering-wheel-mounted paddles.
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