Mitsubishi LancerAre Irish motoring tastes more in tune with Moscow than Munich? Are we more Bucharest than Barcelona? These questions arise with the introduction of the latest Mitsubishi Lancer.
More than merely another entrant in the small family car segment, it is also a test of how image conscious we are as motorists.
The Lancer comes in two formats: one a contemporary estate, the other a rather utilitarian saloon. For Mitsubishi, the plan has been to tempt new eastern European markets with the saloon, and the more refined western palates with the estate, or Sport Wagon.
It's a choice between two contrasting cars under the same model name: one featuring the rounded softness of contemporary car design with the extra space of an estate; the other a very traditional Asian saloon, with the only concession to modern design a reshaped nose on the bonnet. The estate is chasing those leisure-crazed commuters who surf and mountain bike during the weekend, while the saloon is looking for more mundane motorists. One thing is for sure: the saloon isn't likely to win any design awards, despite its reworked front that now carries the new Mitsubishi grille and "spine" bonnet that will feature on all future models.
Indeed, the choice between the two offerings is a timely test of Mitsubishi's market in Ireland, as we are about to see a dramatic increase in the Mitsubishi line-up, with 14 new models due to be unveiled over the next five years. It will be interesting to see just how image conscious the owners of the three-diamond marque are. After all, there's a €2,000 premium on the station wagon over its equivalent saloon. How much is image worth?
Mitsubishi's busy launch schedule is being driven by the firm's desire to re-instate its previous solid reputation for reliability. The nadir in its history came in July 2000, when, along with a dearth of new models, the company admitted it had covered up the scale of complaints it received for decades, resulting in a recall of nearly two million vehicles. The combination hit sales hard and the firm was in the doldrums for the next two years.
Yet with determined support from major shareholder DaimlerChrysler, the so-called "turnaround plan" is well underway and Mitsubishi is busy rebuilding its previous chief selling point - reliability.
So how are we to judge the future range of Mitsubishi if this is a marker? Well, for all the talk of premium niches, the overall package and design would suggest budget motoring is more in its line. Talk of "niche" and "premium" positions belie a seemingly different strategy on the garage forecourts; with the Lancer, Mitsubishi's top draw will be price.
The Lancer comes with two petrol engines: a 1.3-litre 82 bhp, and a 1.6-litre 98 bhp. No diesel is on offer, nor is one planned for the foreseeable future. Those who do more serious mileage should consider the 1.6-litre, a far easier drive and less straining when it comes to covering distance. There may also be a 1.8-litre version if Mitsubishi decide to include one of its new four-cylinder engines in the line-up. These are due to begin production in 2005 as part of a joint venture with Chrysler and Hyundai.
Behind the wheel, the car is a very easy drive, although exciting is not in the vocabulary of the 1.3-litre model we tested. Handling and road holding were on a par with many of its competitors, though at higher speeds on the open motorway the front felt light and we would have preferred the extra weight of the more expeditious 1.6-litre engine, which keeps the car better rooted to the road. The steering is rather numb and at times feather light: neither trait we particularly appreciated.
The ride quality was one of the saving graces of this car, and considering it's designed for the world market, the engineers must have had the back roads of Co Sligo in mind when they drew up the plans. The Lancer takes the Irish undulations without fuss and is neither too hard nor too soft for our unforgiving back roads.
The most disappointing feature of the car, however, is its interior. For the beacon of what is to come from the Japanese marque, they seem to have taken their cue for interior design from some of their Korean colleagues and decided to mimic 1980s styling. There is an ocean of dull plastics, cheap rotary controls and a dated dash display: all reminiscent of the less than glamorous car interiors of the likes of the Ford Escort. This impression is not helped by the addition of an ever-fiddly Pioneer stereo planted in the middle of the console. Another gripe is the poor visibility through the back window, which is seriously impeded by the three bulky rear headrests.
Mitsubishi claims to be aiming its products somewhere between Audi and Alfa. We have our doubts, for if either of those design-orientated marques were to produce a car in the style of the saloon Lancer and with its interior finish, the motoring press would crucify them. Yet, it could be argued that at this price, both would be proud of the 1.6-litre Sport Wagon version.
On a more positive note, build quality is good and the firm is well on its way to winning back its reputation for reliability. The car also offered some frugal fuel consumption figures, achieving between 30 and 35 mpg despite some hard driving. Official figures claim an average consumption level of 43.5 mpg for the economical 1.3-litre.
The level of standard features is also very high, including ABS, an electronic brake distribution system, which limits skidding, and front airbags. Throw in the alloy wheels and four electric windows that are also standard and you can see why there is a certain confidence that this car can hold its own in one of the most competitive segments in the Irish market.
The final kernel of competitiveness comes in the spacious interior. The saloon has plenty of legroom in the back and front and can comfortably carry four adults without complaint.
As for price, coming in at €18,650 for the 1.3-litre entry model we tested, it's just below the cost of a comparative Toyota Corolla saloon, if more expensive than a Skoda Octavia that features similar specifications.
But it's a welcome addition to the market and the snappier 1.6-litre, when combined with the Sport Wagon body, will win favour with families looking for added space, nice design and all at a fair price.
On the road it's more a means of transport than a motoring dream. It's well priced, comfortable and conservative and if that is your criteria then it may be the car for you. As for Irish motoring tastes, time will tell whether we appreciate style over cash.
