Despite Lack of Demand, Mitsubishi Debuts New PHEV

NEW YORK – The U.S. market isn’t screaming for plug-in hybrid-electric vehicles. They account for just 0.2% of sales. Even all-electric vehicles do better, if only a bit.

But changing times and consumer education may nudge up PHEV demand, Don Swearingen, executive vice president of Mitsubishi Motors North America, tells WardsAuto as the Japan automaker introduces its ’17 Outlander PHEV at the New York International Auto Show.

First introduced in Japan and selling reasonably well in Europe, a redone version of the vehicle goes on sale in the U.S. in the fall. Pricing is to be announced. So is the EV range. 

The powertrain consists of a 2.0L gasoline engine and two electric motors that draw energy from a 12-kWh lithium-ion battery pack.

The motors are mounted separately at the front and rear axles and deliver all-wheel drive in conjunction with Mitsubishi’s Super All-Wheel Control (S-AWC) system.

Drive modes are full electric, series hybrid (electric power with generator operation) and parallel hybrid (engine power and electric motor assistance).

The system automatically selects the most efficient drive mode, depending on road conditions and other factors.

Swearingen talks about the Outlander PHEV’s prospects and what needs to be done to get the public interested in such vehicles.

WardsAuto: Why come out with a PHEV now, with gasoline prices low and the market not exactly demanding PHEVs?

Swearingen: A year ago, no one expected gas prices to be where they are. I would think that in another year we’re not going to see gas prices where they are today. With the world as it is, we’ve got to make sure we are prepared. We need to be very environmentally conscious. You’ll see some new Mitsubishi CUVs coming out and they’ll all have either plug-in hybrid or fully electric versions.

WardsAuto: Does one of the reasons you are introducing this vehicle involve a U.S. government fuel-economy target of 54.5 mpg (4.3 L/100 km) by 2025?

Swearingen:  Of course. This helps us meet those requirements. All the car companies have huge challenges there.

WardsAuto: Does that government mandate have more to do with Mitsubishi introducing this vehicle than does a market wanting a new PHEV?

Swearingen: Yeah, but certain people truly are interested in this vehicle. It isn’t for everybody, just like an electric vehicle isn’t for everybody. But we have many customers telling us they are interested in it.

In Europe, it is the top-selling PHEV with over 50,000 sold. So there’s a great market. Yet, we need to make sure we have vehicles that fit all customers’ needs.

WardsAuto: Were you surprised at how well this vehicle does in Europe?

Swearingen: I’m very happy with the results. We hope to bring what they’re doing in Europe to the U.S.

It’s an education process. As we talk to consumers who are either in the EV market or people who have never looked at one, there is a big disparity involving a lack of education. Our website is going to have a tremendous amount of information to properly communicate the advantages of this vehicle.

WardsAuto: What is the primary lack of consumer education?

Swearingen: They just don’t understand the technology or what plug-in electric hybrid means. With this vehicle, you don’t have to plug it in if you live in, say, a high- rise apartment without ready access to a charging source. It’s not a big issue. On the other hand, you have the ability to plug it in if you can or if you want.

WardsAuto: I spoke yesterday with Jim Lentz, the head of Toyota in the U.S., and he said a lot of people had mistakenly thought Toyota’s plug-in was a pure EV, and consequently were kind of scared away from it.

Swearingen: It’s all about communication and education. I drive an Outlander PHEV now and love it. There’s no range anxiety, because you can always back up the electric mode by going to gas.

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