Mitsubishi keen on the Eclipse

MITSUBISHI Australia is within months of ticking off a program to sell the hot Eclipse coupe here.

If Eclipse goes ahead, it means MMAL would have to convert the car locally to right-hand drive after it is imported from the US.

The Eclipse is currently built and sold only in North America where it is offered with both 2.4-litre four-cylinder and 3.0-litre V6 power.

However, only the 147kW V6 is a chance for Australia.

MMAL already has plans to display an Eclipse at the Sydney motor show. If given the thumbs-up, the car should go on sale in 2002.

Mitsubishi Australia views the Eclipse as a Toyota Celica competitor and an image booster for the Mitsubishi range. It is not predicting big sales.

In the US, the top-spec GT retails for about $US21,000, suggesting a price here of around $50,000.

Indicating just how serious Mitsubishi is about the Eclipse, it featured heavily in Mitsubishi's new multi-million dollar "Drive Your World" television advertising which was launched nationally on Sunday.

The car shown in the ad is the top-spec GT and that's the version MMAL is keen on, although landed pricing will play a key role in determining the final specification.

A business plan is being developed at the moment although an Eclipse is yet to arrive in the country, let alone a conversion carried out.

MMAL is the third local car company to recently concede publicly it is looking at local conversion. Ford and Tickford already convert the Mustang coupe and convertible, while Chrysler Jeep Australia is also seriously considering it for several models.

The current generation Eclipse was launched in late 1999 in the US and is longer, wider and taller than its predecessor. In GT manual form, it weighs in at 1386kg. There is also a convertible version, which went on sale in March 2000. The current generation Eclipse is due to be replaced in 2005.

The multi-million dollar Mitsubishi advertising campaign started with both a range and Magna advertisement. A VR-X-specific ad starts next Friday. At the start of July comes the 4WD range and in the middle of July the small car Mirage and Lancer range gets a guernsey.

The campaign, developed by Mitsubishi Australia's long-time ad partner Young & Rubicam, will run for much of the rest of 2001.

Mitsubishi in identity change

FURTHER evidence of Mitsubishi Australia's drive to recast its image is last week's announcement that it is developing a new corporate and retail brand identity.

MMAL has appointed brand strategy consultant Futurebrand FHA to review the existing brand and develop an identity program for its dealerships nationwide.

The current Mitsubishi brand identity has been in place for more than 20 years and about the only element guaranteed to remain is the red, three diamond brandmark.

The new visual identity program will be launched later this year and rolled out over the next two years.