Mitsubishi Motors Corp. chose the name “Endeavor” for its new cross/utility vehicle because “lots of Fords start with an ‘E,’” jokes Pierre Gagnon, Mitsubishi Motors North America Inc. president and CEO. Endeavor is first vehicle to spring from Mitsubishi’s $1.6 billion “Project America” investment. But besides sporting a name that easily could slot into Ford Motor Co.’s dominating SUV lineup, the Endeavor is less an Explorer pretender than something designed to combat the ...

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