09-11-2005
Today, Mitsubishi Motors Europe previews its all-new L200, a striking Dakar inspired one-tonne pickup truck, to be launched in Europe during the first half of 2006. Aiming at + 35,000 sales a year in average in Europe, the all-new L200 represents Mitsubishi Motors´ take at a contemporary European one-tonne pickup: crossing over the rugged attributes of a pickup truck with the expected design, comfort and safety features of a modern SUV, it will offer a format
well suited to a crowded and demanding European environment, including,
The new L200 will be unveiled in Europe at the Bologna Motor Show, on December 1st, 2005.
Sixty years of Mitsubishi pickup heritage
Whilst the “civilian” usage of pickups is fairly recent in Europe, L200´s customers will benefit from the decades of expertise Mitsubishi Motors enjoyed when it started the development of their new pickup truck.
Indeed, it is the success of modest vehicles like the 1946 Mizushima – a rudimentary small three wheel 0.4-ton truck developed by the Mizushima Motor Vehicle Works – or even more clearly, the 1959 Leo – the first Mitsubishi to wear today´s triangle-shaped front grille - that eventually laid the foundation for Mitsubishi´s successful entry into the passenger car market.
Distant cousins like the tough 2-ton Jupiter Juniors also helped building Mitsubishi pickup trucks´ reputation until the arrival first in 1967 of the 0.6-ton Colt Pickup and finally, of the first 1-tonne L200 in 1978.
Nearly 30 years and 3 generations later, the Mitsubishi L200 remains one of the most popular pickups outside of the US, where its newly launched mid-size sibling – the US-only 2006 Raider – will meet the specific demands of the American customers.
A European take
Rich with such experience and market leadership – especially in Europe - Mitsubishi Motors engineers and designers took the view that the 4th generation L200 shall fit real-life market environment even better, whilst taking the passion one step further.
In other words, European pickup drivers may dream about the American wide open spaces so often associated with pickups, but fall for a more compact, technologically more sophisticated and more user-friendly truck, all combined with the ruggedness and feeling of adventure of Mitsubishi Motors´ unparalleled Dakar experience.
With the European pickup market foreseen to remain stable over the next years (110,000 units in 2004 / 0.7% to 120,000 units in 2010) but generating high revenues for their manufacturers, what is a lifestyle choice for customers has turned into a strategic choice for manufacturers*. More so for Mitsubishi Motors Europe whose L200 accounted for 16.4% of its CY 2004 sales and nearly 18% of its 2004 FY revenue.
Race-bred styling
L200 belongs to the line of authentic 4x4s that established the Mitsubishi Motors name in Europe. It is no surprise then that it owes much of its design inspiration to the most stunning of all, the 2002 Pajero Evo 2+2 concept / Pajero Evolution racer.
Typical of Mitsubishi Motors design strategy, this approach already gave birth to New Colt (from the 2001 CZ2 concept), to Grandis (from both the 2001 CZ3 Tarmac and Space Liner concepts) or to “i” (from the 2003 “i” concept), as it will lead to an all-new 2007 C-segment sedan (from the 2005 Concept-Sportback).
Highly acclaimed both at motor shows and in the desert, Pajero Evo remains a powerfully, coherent and honest design statement. As such, it provides the new L200 with a long-lasting and genuine identity, true to its roots and devoid of any design trick.
L200´s nearly identical sharp lines, Mitsubishi “Mount Fuji” grille and firm stance remains clearly visible, but adapted to production, regulations and real-life driving conditions. Such is the reason for a more rounded edge of the bonnet in order to provide L200´s driver with an unobstructed view of the road. It also contributes to L200´s lowest Cd in its segment (0.46 to 0.51 according to versions, vs. 0.58 for the current L200) for lower fuel consumption and lower wind noise level.
With 30% of current L200 owners mentioning design as their first reason for purchase, MMC designers also approached the pickup concept with fresh eyes. Even more than with the outgoing truck, they turned the bed into a bold styling feature, fully integrated in the overall design theme - instead of a mere box - through a dramatic body/bed split line, matching the curved window line.
Driving machine
Whilst L200´s dimensions (500 cm x 180 cm for Double Cab) are well suited to a European environment (narrower roads, crowded cities, tight parking), Mitsubishi Motors´ new truck will prove a comfortable place to sit in for its occupants with for instance, the longest cabin length of the segment (215,3 cm / Double Cab for instance).
Workhorse
A dual purpose vehicle by definition, Mitsubishi Motors´ new L200 does continue the tradition established since the first L200 in 1978, that of a well designed AND tough vehicle for both work and leisure activities, on-road and off-road.
Built in Thailand - where all 1-tonne Mitsubishi pickup trucks are produced for world markets by Mitsubishi Motors (Thailand) Co., Ltd - the all-new Mitsubishi L200 will be one of the 7 new vehicles to be launched by MMC in Europe over the next 3 years.
Text and photos courtesy of Mitsubishi Motors
