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Mitsubishi’s Changing Identity: Performance Cars, Partnerships and Ownership
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Mitsubishi 3000GT at Classic Days 2013; equipment varies by market and version. Photo: Lebubu93 / Wikimedia Commons , CC BY-SA 3.0 . No content alteration; resized display. Mitsubishi’s reputation among enthusiasts was built around vehicles as different as the Starion, GTO, Lancer Evolution and Pajero. Looking at that list makes its later emphasis on crossovers feel like a sharp change. Understanding the change requires separating the history of the company, the technology in particular models and the business of supporting a product range. A manufacturer can remain active while offering fewer of the cars that made an earlier generation of enthusiasts notice it. That is a change of identity and portfolio, not sufficient evidence that the entire business has disappeared. The automotive story predates Mitsubishi Motors Mitsubishi Motors’ company chronology dates its incorporation to April 1970. Its automotive roots go back further: the group’s Model A dates to 1917. The separate dat...