Why revive RalliArt when there is no Lancer Evolution? This is Mitsubishi's answer

Earlier in May 2021, Mitsubishi Motors Corporation (MMC) announced that it will be reviving its dormant RalliArt brand, as part of the company’s move to shore up the so-called ‘Mitsubishi Motor-ness’ identity for its products.

“We have decided to relaunch the Ralliart brand for customers in Mitsubishi Motors brand who want to add to Mitsubishi Motors-ness even more,” said Takao Kato, Mitsubishi CEO, during the company’s annual earnings call in May.

“For customers who wish to experience our Mitsubishi-ness, we will launch custom-made accessories for our model line-up as well as re-entering motorsport events around the world,” he added.

Also read: Mitsubishi Ralliart is back! Xpander and Outlander to spearhead the division

At the company’s recent 52nd Ordinary General Meeting of Shareholders on Wednesday, CEO Takao Kato was asked to elaborate further on the company’s plans for RalliArt.

“Since the discontinuation of the Lancer Evolution in 2015, there are no sedans, coupe, or sports cars in Mitsubishi Motors’ current line-up. So what will support the revival of the RalliArt brand?” asked a shareholder.

CEO Kato said, “Are you referring to a car that is fun to drive? In the present situation, there may have been a problem with the way we have developed our products so far. Now we need to redefine the Mitsubishi character, and after incorporating the opinions of people who know the fun appeal of ‘old-school’ Mitsubishi Motors cars, we decided to revive RalliArt.”

“I understand that sports cars are the crowning jewel of car makers. However, as the development cost for BEVs (Battery Electric Vehicles, crucial to secure the company’s future) is high and the company’s finances is still in deficit, the first priority is to improve the company’s situation,” said Kato.

Executive Vice-President Hiroshi Nagaoka then added, "At present, there are no sedan-type or sports car-type product plans. However, the core technology of the Lancer Evolution, such as the S-AWC, has evolved to be incorporated into the Eclipse Cross and Outlander. The technology that we have cultivated so far is still alive, so please enjoy it first. Please look forward to the future. "

Editor’s comment:

Mitsubishi Motors ended its Financial Year March 2021 with 801,000 unit sales, down 29 percent from 2020, partly due to Covid-19. Losses widened to USD 2.9 billion (RM 11.7 billion) – the company’s biggest in 18 years.

To comply with increasingly strict exhaust emission regulations in USA, Europe, China and Japan, Mitsubishi Motors aims to reduce its fleet’s average CO2 emission by 40 percent (compared to 2010’s level). By 2030, half of the company’s sales will be contributed by electric vehicles.

Against this background, it’s obvious that a Lancer Evolution ranks very far down the bottom of the company’s priority. The way the company sees it, an Outlander – the company’s biggest selling model globally - is far more important to the company than a Lancer Evolution could ever be.