More Than Just A Pretty Face
by Graeme Giles (15 Feb 06)

We Brits can be a negative bunch at times. You know the kind of thing: "never count your chickens," or "when you're at the top the only way is down." There's no hint of that from the Mitsubishi hierarchy when they talk about their new L200 pickup. As far as "chickens" are concerned, complacency doesn't come into the equation with so much new or revised competition in the one-tonne truck division. And, having dominated this division for several years now, Mitsubishi has no intention of relinquishing its top-of-the-pile position.

Pickups may be manna for American manufacturers - millions are sold in the Land of the Free annually - but they took a long time to take off this side of the Atlantic. As recently as 1998, total sales were bumping along at just over 7550 units. But by the end of last year they had rocketed to over 34,300, the L200 playing a key role in the registrations explosion.

In 2003, its best year to date, it claimed a whopping 45.5% slice of its market, fuelled by surging demand from retail buyers seduced by Mitsubishi's clever move into snazzier versions of its load lugger. L200 became something of a fashion accessory - the automotive equivalent of a Gucci handbag, if you like.

Now an all-new line-up will go on sale on March 1. Mitsubishi claims stand-out-in-a-crowd looks, car-like driving qualities, best-in-class manoeuvrability and best-in-class passenger legroom. The front end has a whiff of the company's Dakar Rally-winning Pajero Evolution, while the aft sweep of the Double Cab variant has a hint of barouche about it. There are also Single and Club Cab versions, the latter being a half-way house between the Single and full Double.

Unwilling to tinker with a winning formula, the maker has retained the previous variant line-up, with one exception. So the stable kicks off with the utilitarian 4Work and better-equipped 4Life versions, which are aimed at the farmyard/building site market, with the Warrior, Animal and Elegance targeting the "lifestyle" buyer. Elegance, which features an all-singing and dancing specification, including sat-nav, heated seats and the like, is intended for customers who might otherwise opt for an SUV.

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