July 22, 2002
New mid-sized Mitsubishi SUV to be named, ‘Endeavor’
Cypress, California – Pierre Gagnon, the newly-appointed President and CEO of Mitsubishi Motors America, announced that the automaker’s all-new mid-sized SUV, which will be designed and built in North America for this market, will be named Endeavor. The Endeavor is expected to be in showrooms in early 2003 as a 2004 model.
“Endeavor will complement Mitsubishi’s expanding line of SUVs and will compete aggressively in the growing mid-sized SUV market,” said Gagnon. “Consumers in this segment will soon have another choice that is thoroughly Mitsubishi in its spirited performance and stylish design.”
The Endeavor will join the soon-to-be-introduced Outlander entry-level SUV, and the full-sized Montero and mid-sized Montero Sport. It will compete with such vehicles as the Toyota Highlander, Honda Pilot, Ford Explorer, GMC Envoy, and Nissan’s new Murano.
The five passenger ‘crossover’ Endeavor SUV will be powered by a V6 engine, and will be available as either a front-wheel-drive or an all-wheel-drive model. It will share a platform with the next generation Galant sedan.
The Endeavor is the first vehicle coming to market under Mitsubishi Motors’ Project America initiative. Project America represents a U.S.$1.4 billion investment by Mitsubishi Motors to develop vehicles in North America specifically for the North American market. The Endeavor was conceived at Mitsubishi Motors design centre in Cypress, California, engineered at Mitsubishi Motors research and development operation in Ann Arbor, Michigan, and will be assembled at Mitsubishi Motors’ plant in Normal, Illinois.
Including the Endeavor, Mitsubishi plans to launch seven new vehicles over the next three years in North America, four of which are part of the Project America initiative.