• by Karl Greenberg , April 9, 2009

Mitsubishi now has only two vehicles in the U.S., Lancer and Outlander, and it used the New York International Auto Show to intro a prototype version of next-generation Outlander, called Outlander GT.

The company also discussed a program called "Drive@Earth" that will develop earth-friendly vehicles like the iMiev, a micro-sized, plug-in car planned for the U.S. market.

"We think the time is alive for action innovation and new energy," said CEO Shinichi Kurihara, who said Mitsubishi wants to redefine North American business, the automaker's largest market outside of Japan.

Although the company has been downsizing for the past six years, he said it is well-positioned to survive because it is "small, driven, focused and nimble enough" to act quickly.

The four-passenger iMiev is being tested in Japan, Europe and the U.S. The pure-electric car goes on sale in Japan this summer.

John Koenig, EVP of operations at Mitsubishi's U.S. sales arm, says the company hopes to position the forthcoming Outlander against Ford Escape, Saturn Vue and Chevy Equinox.

Meanwhile, Subaru -- Marketing Daily's Auto Marketer of the Year in 2008 and the only automaker with positive sales in the U.S. --used the show to unveil its fifth-generation Legacy sedan and 2010 Outback wagon.

Tim Mahoney, SVP and CMO at the company's U.S. sales arm, says even with the market under pressure, especially for mid-sized cars, Subaru is positioned to carve out a space in the market partly because of its brand equity and all-wheel-drive standard vehicles. "The mid-sized sedan segment is still number one or two in sales, and represents some 2.3 million vehicles," he says.

Subaru will boost ad budget this year and focus on the brand message, which it did to good effect last year with its "Love" campaign. The advertising message for the new Legacy and Outback will stick to an emotional pitch rather than a rational delineation of product features. Says Mahoney: "It is about feeling joy -- that here's a great vehicle with great brand equity."

Also at the subdued New York show, Hyundai Motor showed its crossover concept, Nuvis. John Krafcik, president and CEO of Hyundai Motor America, said the company is enjoying sales gains this year and a big jump in market share to 4.3% from 2.7% in the first quarter last year, and the Genesis sedan has done a lot to make Hyundai aspirational.

He said Hyundai's "big voices in big places" media strategy -- with big ad buys on events like the Super Bowl and the Oscars as well as the new Assurance program -- have made "a huge impact on consumer opinion." Since December, Hyundai has seen a 25% increase in the number of car buyers who say they would consider purchasing a Hyundai, and a 25% jump in numbers those who said they have a good opinion of the brand.

Krafcik hinted that the brand may extend the Genesis lineup by bringing over the Korean-market premium rear-wheel large sedan called Equus. He said that in the U.S., the Equus would be the high end of a three-model Genesis line.

Also coming: Hyundai Hybrid Blue Drive, a proprietary full-hybrid drive and the first to use a Lithium Polymer battery system. The drive was the basis for the Nuvis, a crossover concept.