Mitsubishi rejoins crowded truck wars with Raider

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http://www.sacbee.com/content/busine...15025566c.html

By Mark Glover -- Bee Auto Editor
Published 2:15 am PST Friday, February 17, 2006


Have the folks at Mitsubishi gone mad?
How else to explain the financially troubled automaker coming out with a new pickup truck at a time when heavyweights General Motors, Ford and Toyota are already so well-armed in that segment?

Not only that, the 2006 Raider is Mitsubishi's first pickup offering in the United States in 10 years.

Given Mitsubishi's recent fiscal woes and a downsizing of its lineup, introducing an all-new pickup seems akin to disgraced Washington, D.C., lobbyist Jack Abramoff opening a loan office catering to congressmen. In other words: a bad idea.
Mitsubishi doesn't see it that way at all.

The automaker, which has its North America headquarters in Cypress, rolled out a saucy TV ad campaign in late 2005 to pump up its Raider. (Remember the commercial where a competitor's truck suddenly leaks internal fluids when confronted by a roaring Raider?)

More than a month into 2006, Mitsubishi officials insist that the American market is still right for a "bold, new midsize truck." Say this for Mitsubishi: It doesn't lack for brass.

As for the '06 Raider, Mitsubishi made some good moves right off the bat.

For instance, you can get the pickup just about any way you like it. Thirteen trim levels are offered, ranging in price from an alluring $19,180 to a more intimidating $33,920.

The lineup includes the usual suspects of double cabs, extended cabs, four-wheel drivers, two-wheel drivers, choice of seating (four or five passengers) and an alphabet soup of model designations. My week of testing was spent in the exotically named 2006 Mitsubishi Raider DuroCross V8 Extended Cab 4WD.

The tester was equipped with one of Mitsubishi's bragging points - a 230-horsepower, 4.7-liter V-8 engine, touted as the only one of its kind in an imported midsize pickup.

The V-8 was a bit of a noisy growler, but it backed up that brag with spirited performance in the foothills and on the flatlands. Acceleration from a standing start was surprisingly brisk, and the advertised towing capacity of 6,500 pounds was likewise impressive.

With 4WD, the Raider handled slalom runs and traffic-choked city streets with comparative ease. Steering had a good, firm feel; visibility was good on all four corners.

Interior seating surfaces were nice-looking and comfortable. There were multiple cupholders, and interior controls were pleasantly large and easy to use. Cool upgrades available on the Raider include Sirius Satellite Radio.

Exterior styling won't knock your socks off, but the Raider does have an aggressive-looking grille. The front end definitely received the lion's share of that "bold" label talked up by the automaker.

The cargo bed, at 46.6 cubic feet, is sufficient for most work chores.

For a starting price of about $28,500, the tested truck had a pleasing list of standard amenities that included alloy wheels, a power driver's seat, a hands-free phone link with Bluetooth technology and a heavy-duty towing package.

Most of the shots fired at the Raider by auto-reviewing colleagues have centered on it having too much DNA from that stalwart American midsize pickup, the Dodge Dakota.

And this matters because ...

Let me know when you figure that one out. I knew about Raider's Dakota-laced lineage before I ever saw the truck, and I have to tell you that it didn't bother me one bit.

I guess I'm one of these weird car guys who won't throw rocks at the Mercury Montego because it shares components with the Ford Five Hundred. As they say in my biz, that's not news.

Things I did not appreciate on the Raider included the level of V-8 noise that penetrated the interior cabin, a backseat entrance that required me to twist my 6-foot-4-inch frame to fall comfortably into the seats, a suspension that failed to deflect the "whomp" of major potholes (although body rigidity was a plus on twisty roads) and tepid fuel economy ratings of 15 miles per gallon in the city and 20 mpg on the open road.

That's about it. Otherwise, this is a nicely-equipped, responsive, easy-on-the-eye pickup making its debut in a brutally competitive segment.

Can Mitsubishi build a nation of pickup buyers around its Raider?

Truth be told, this feisty, aptly named Raider has enough going for it to deserve a close look.

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MITSUBISHI RAIDER AT A GLANCE
Make/model: 2006 Mitsubishi Raider DuroCross V8 Extended Cab 4WD
Vehicle type: Five-passenger, four-door, four-wheel-drive pickup truck

Base price: $28,590

Engine: 4.7-liter V-8 with 230 horsepower at 4,600 revolutions per minute and 290 foot-pounds of torque at 3,600 rpm

EPA fuel economy: 15 miles per gallon city; 20 mpg highway

Transmission: Five-speed automatic with overdrive

Steering: Power-assisted rack and pinion

Brakes: Power-assisted, vented discs on front; drum-type with anti-lock on rear

Suspension: Independent, upper/lower A-arms on front; live, multi-leaf on rear (gas-pressure shocks and stabilizer bars front and rear)

Fuel tank: 22 gallons

Passenger volume: 94.3 cubic feet

Cargo box capacity: 46.6 cubic feet

Curb weight: 4,830 pounds

Track: 62.8 inches on front; 62.9 inches on rear

Ground clearance: 7.9 inches

Height: 68.6 inches

Length: 219.9 inches

Wheelbase: 131.3 inches

Width: 71.9 inches

Towing capacity: 6,200 pounds

Tires: LT265/70R16 radials

Assembly site: Warren, Mich.

[BigBadBflo]

Whats the risk? They tweaked a Dakota. Not a bad way to get in on some action for cheap.

[69Firebird400]

Originally Posted by BigBadBflo

Whats the risk? They tweaked a Dakota. Not a bad way to get in on some action for cheap.

Plus, I think it looks better than the Dakota, although a little overstyled. The V8 output on these things is PATHETIC, though. They detuned the already-weak 4.7 liter to 230 (I think) horsepower. It kind of annoyed me when they showed it causing the Nissan Frontier "peeing" oil because it was so intimidated by the only import-brand midsize truck with an optional V8. What they forgot to tell us was that the Nissan's 265 horsepower 4.0 liter V6 easily outpowers that wimpy 4.7 liter.

[Ming]

It has a very Japanese Robot looking front end that isn't very appealing to me, but I'm sure there are some out there who like this kind of look and are willing to buy if Mitusbishi's deal is good enough. At least they did more than an Isuzu/Canyon grille swap.

[camaro_freak]

Originally Posted by Ming

It has a very Japanese Robot looking front end that isn't very appealing to me, but I'm sure there are some out there who like this kind of look and are willing to buy if Mitusbishi's deal is good enough. At least they did more than an Isuzu/Canyon grille swap.

indeed... or even the Canyon/Colorado grille swap...

[giagastormer]

I actually like the styling.........

[ionredliner]

ya the styling is good but i have to say. this truck is all show and no go when it comes to performance. im not bashin foriegn powertrain but the V8's they make arent up to par with the rest of the competition. so i dont think it will sell considering most ppl buy trucks for work purposes and they need that extra power for towing and hauling stuff.

[rmodys]

I actually like it.

[mobyss]

Anyone who buys a Mitsubishi these days is an idiot. The whole company is propped up by a convoluted loan structure from Japanese banks. I would not be surprised to see them fail in the next 5 years, but they will probably be bought up by Honda or Nissan to take on Toyota. This rebadged Dodge Dakota is just plain pathetic. The last decent Mitsubishi product was the 2.0 liter turbo Eclipse, and maybe the low volume EVO.

[JVal14]

What they forgot to tell us was that the Nissan's 265 horsepower 4.0 liter V6 easily outpowers that wimpy 4.7 liter.

To be fair, the 4.7 has 24lbs-ft more torque than Toyota's V6, and that's more consequential in most trucks. Whether that's worth a knock in mileage or not is up to the buyer (Tacoma 4x2 gets 18/22 w/AT). I personally hate the styling, but it's different enough from the Dakota to maybe get some buyers that wouldn't want the Dodge. Apparently, Mitsubishi thinks that that's worth the modest cost.

[SVTKAR3]

I'd rather take the Dakota (w/ Laramie/4x2). Looks a whoooooole lot more appealing to me! Espcially if they get a SRT version........

[tgagneguam]

Originally Posted by BigBadBflo

Whats the risk? They tweaked a Dakota. Not a bad way to get in on some action for cheap.

Sure, I understand this point, and I guess in the shortterm, it's not a bad idea.

However, if you need to restructure a company with longterm aspirations, it's not really apropos to simply rebadge the competition's entry. After all, it's why we berate GM for such lame efforts like the CSV's and such... and it'll be why they never really seem to develop a significant longterm customer base.

[Stevasaurus]

Originally Posted by 69Firebird400

Plus, I think it looks better than the Dakota, although a little overstyled. The V8 output on these things is PATHETIC, though. They detuned the already-weak 4.7 liter to 230 (I think) horsepower. It kind of annoyed me when they showed it causing the Nissan Frontier "peeing" oil because it was so intimidated by the only import-brand midsize truck with an optional V8. What they forgot to tell us was that the Nissan's 265 horsepower 4.0 liter V6 easily outpowers that wimpy 4.7 liter.

Anyone who bases their truck buying decision on hp values instead of torque, shouldn't be driving a truck. But at 290 lb-ft for the Dodge and 284 lb-ft for the Nissan, it still looks like too much of a wash to justify the 4.7's thirst. Then again, how much does the Nissan 4.0 drink? I'm not sure.

I wonder if Mitsubishi has a better warranty and/or pricing to justify it over the Dodge, sort of like the Mazda B-Series and the Ford Ranger?

[Nelson Kyle K]

It's a ************ Crap Version of the Dodge Dakota, and that p***Me off how they could mess up a perfectly good Dodge. :p Down with Mitsubishi!!!

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[Nelson Kyle K]

Does Any one know when the new Silverado is going to be debut.

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