A New Endeavor

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.

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 Toyota Highlander and Honda Pilot.

Now that's a lofty benchmark. And the Endeavor, no surprise, falls short — but not disappointingly so.

Most auto makers just can't pull off Honda- or Toyota-level technical muscle, engineering and build quality. And the Endeavor is not without merits, not to mention some features consumers may prefer over the stiff competition.

Mitsubishi says the Endeavor distinguishes itself through styling and attitude. “As good as the Highlander and Pilot are, they have a tendency to disappear in a parking lot,” is one executive's take.

Borrowing cues from Mitsubishi's “geomechanical” design first seen in the Eclipse, the Endeavor has a hard-edged appearance, intended to push more masculine buttons than do the Pilot and Highlander. The look does have a certain appeal — prompting many to question why the same exterior design cues weren't carried over to the new, softer Outlander small CUV.

The answer lies in the Endeavor's origins. It's the first vehicle to emerge from Mitsubishi's “Project America,” a $1.6 billion investment in design, engineering and tooling that will provide the platform for the next-generation Galant and Eclipse.

The all-American strategy is a sign of MMNA's growing clout, a result of its increasingly larger contributions to Mitsubishi's bottom line. In past years, the parent company has seen nothing but tough times while sales in the U.S. have skyrocketed. Trusting the U.S. arm to see this key product through from inception to production was a smart decision.

The masculine look is not as expertly executed inside — where, for example, the center console is designed to resemble a high-tech stereo system. But the interior is comfortable and, above all, roomy, with ample legroom in back and excellent storage capacity. This, however, only is possible because Mitsubishi decided to forego third-row seating accommodation, something Honda and Toyota consider vital.

Mitsubishi upgrades its 3.5L SOHC V-6 to a 3.8L, which produces a piddling 215 hp and a respectable 250 lb.-ft. (339 Nm) of torque at an attainable 3,750 rpm. All trim levels, in both the front- and all-wheel-drive versions, are equipped with a 4-speed automatic transmission with SportTronic.

The Endeavor's all-new chassis, bolstered by five lateral crossmembers and paired with a 4-wheel independent suspension, makes for an ultra-smooth ride and unexpectedly tight handling — perhaps the highlight of the vehicle.

Remove the second row of seats, and there's 76 cu.-ft. (2.2 cu.-m) of storage space. There's 8 ins. (20 cm) of ground clearance, which equals Pilot and beats Highlander.

Endeavor's cost-saving shortcomings — some questionable from a strategic standpoint — likely won't be evident to most customers. Besides lacking the third bench and the segment-typical 5-speed automatic transmission, it also doesn't have antilock brakes as standard. Traction/stability control won't be available as an option for another year, and only front airbags are standard (side airbags for front passengers come with every Pilot). And the Endeavor, fairly noisy at high speeds, just can't live up to the Toyota benchmark in noise suppression.

But Mitsubishi has a formidable winning formula: Make a vehicle that's not embarrassed by the competition; envelop it in edgy sheetmetal; push it with a hip ad campaign; price it a tad lower and offer amazing incentives.

Endeavor will follow suit: Expect Mitsubishi to sell every one of its projected 80,000 units annually.