   2006 Mitsubishi Lancer Ralliart (top); 2003 Lancer LS (middle); 2003 Lancer OZ Rally (bottom). Click image to enlarge |
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Breaking into a new market with a new product is tough enough in general, and it only gets more difficult when the products cost tens of thousands of dollars. Consider cars: of the few auto manufacturers that have tried to get a foothold in Canada recently, how many have survived? Daewoo lasted only a few years after they tested the waters in 1999. Kia tried it a year later, and they’d be gone too if it weren’t for Hyundai, which scooped it up and now operates (successfully!) it as a subsidiary.
It seems as though any import automaker that’s done well here was able to largely by showing up at the right time. Toyota, Honda and Volkswagen (to name just a few) took advantage of a 1970s fuel crisis to convince leery buyers that their products were worth consideration.
In 2003, Mitsubishi decided to take a shot at competing in Canada. By this time, the company was well-known in the U.S. even if they were a bit player compared to more established importers; the company’s claim to fame here was a series of cars sold under the Dodge, Plymouth and Eagle nameplates by Chrysler.
Coming to Canada was a big gamble for Mitsubishi. They didn’t have a fuel crisis to help fuel sales, and even if such a situation had existed in 2003, the company’s most economical car, the Lancer, was mid-pack at best in most categories compared to its competitors here.
When the Lancer arrived here, it was available in three trim levels: basic ES, a better-equipped LS version and the OZ Rally edition, which tacked on some extra body pieces and vaguely rally-look wheels from aftermarket manufacturer OZ (pronounced oh-zee).
 2004 Mitsubishi Lancer Sportback LS. Click image to enlarge |
All three cars were powered by the same 2.0-litre four-cylinder engine making 120 horsepower. Transmission choices were a five-speed manual (standard equipment) in ES and OZ models or an optional four-speed automatic; the LS came only with an automatic.
In 2004, a station wagon version, called the Sportback, was added. Both it and the sedan were available in a new Ralliart form, which got a 2.4-litre engine making 162 horsepower. Curiously, the Sportback, which was also offered in LS form, got an automatic transmission only. Also curious was the Sportback’s disappearance after the 2004 model year, and subsequent reappearance in 2006.
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at 7:18 pm
Good review. However, quite a few problems:
- Chrysler Corporation is NOT called DaimlerChrysler today, that would have been true prior to 2007. With all the talk of Chrysler Corporation filing for bankruptcy today, one would think this would be obvious…
- Look at your black book pricing. All four are 2006 but have different values “Today”. It should be a descending list of years.
Thanks.
at 12:16 am
You’re absolutely right on both counts. The DC thing was a typo from an older version of this article and the pricing thing just a typo. Thanks for pointing these out.
at 7:59 am
Good cars, I have a 2006 Ralliart Sedan. If Mitsubishi had of offered a manual in the wagon, I would have bought the Ralliart wagon.
at 11:27 pm
I feel the Lancers 2004-06 really need to be put into separate categories. The lancer es has always been a decent car and you could get one for a reasonable price with great financing. The es sportback had the much better 2.4l at base trim. The o-z rally was a wasted effort. It had lightweight wheels and some badges and cost about $1500 less than a ralliart sedan. The shift flare problem seemed to only effect the 2.0l versions.
The only problems I know of with a ralliart sportback or sedan are heater controls binding which also apply to all lancers and outlanders before 2007. There is also an issue with the rear suspension creaking from lower control arm bushings. Blower motor resistor packs have not been a problem as far as I know. The ralliart versions are a great car. They have a lot of standard features that make them a desireable car as opposed to a no-floor mats included honda for the same price.