Diamond in the Rough

Roll up your sleeves, spit out that tobacco, and get ready. The pick up segment is about to get real dirty. After being sidelined for a few years while their competitors pranced around passing the one-ton crown around among themselves, Mitsubishi Motors has returned with a vengeance and come out swinging. It’s been a bare-knuckled fight that has seen each of the major manufacturers trading bitter blows, but for those that thought Mitsu was out for the count, this could be the light commercial equivalent of someone getting their ear bitten off.

Last month, after three long years of pure anticipation, Mitsubishi proudly led a small bunch of journalists to a secret testing facility three hours drive away from Bangkok. There, in the middle of nowhere, about 100 kilometers away from the nearest pirated DVD stand, was a 35,000 acre property with a man-made lake that was specially rigged up as the playground for the company’s all-new, ground-breaking Triton — or Strada, as it will come to be known over these sides of the mangroves.

With smiles wider than the river Kwae, Mitsubishi product development managers boasted about the class leading power, outstanding maneuverability, passenger like ride comfort, improved cabin space and of course, that very distinctive and innovative design. They gushed over every detail with all the enthusiasm you would expect from a new birth in the family. I almost had to pass Mel Dizon, our host, the box of tissue by the end of it all. He’s probably all teary eyed now just reading about it.

You see, beneath the gleaming sheet metal and the concept car styling of this radical new design, lies a very human side to this story. For Mitsubishi’s senior Vice President, Mel Dizon and his staff, the last few years have been a bumpy ride (no pun intended) filled with one frustration after another as they went from class leaders to showroom wallflowers, bearing the brunt of all the harshness and criticisms that the press could dish out in the process, myself included. All this while, as far back as 2002, there was already a clay model of this newcomer sitting on his desk that was destined to breathe life back into the segment. He could see it, he could touch it, he just couldn’t talk about it. So near, yet so far.

But to rush development would be very nearsighted. Pick ups make up a very large part of Mitsubishi’s business model. In Thailand alone, they suck up 21 percent of the world’s consumption of Mitsubishi’s pick ups. That’s a huge chunk out of a 139,000 unit per annum pie. And the number is swelling. Since the launch of Mitsubishi’s first generation 1-ton pick up in 1978, the company has managed to peddle 2.6 million units, making that an average of a hundred thousand units every year for 27 years. So now you can begin to see why these guys were sweating bullets, as they watched their competitors gain precious ground while they were busy perfecting their own formula. But patience is a virtue, and judging by our test run, it was all worth the wait. After all, you never get a second chance to make a good first impression.

As we pulled up to the off road testing grounds, there in the distance, gleaming in the diffused tropical light were three of the most radically designed mass-produced one ton pick ups you are ever likely to see this decade. All the character lines have been smoothed over; the edges are curved; everything flows. It looked the perfect contrast against the rich, rugged, tanned clay surface it sat on. Standing back and soaking up the sight made you just want to go out for a dirty weekend.

But it wasn’t to be. Considering the amount of times I’ve witnessed an inexperienced journalist managing to roll or total a vehicle during these types of things, it was no wonder Mitsubishi chose to place us in the capable hands of professional off road instructors to tackle this demanding course for us while we rode shot gun. A pity, but in fairness, nothing was lost in the experience, the objective was to showcase the off-road capabilities of the new Strada and, although the vehicle was more than capable, I would guess that only the top ten percent of drivers would have been able to successfully negotiate the torture camp that lay ahead anyway.

Steep inclines that filled the windscreen with nothing but sky; sharp 45 percent descents that allowed you to taste your last meal all over again; ruts the size of domestic chest freezers and mud baths that left a thick film of earth over the entire car were all part of a balanced breakfast for the Strada. What was particularly impressive was the way it tackled the problems. A sharp incline, for example, could be approached by just engaging 4 low, selecting first gear, and then letting the car do the rest. No need to season the mix between clutch and throttle and inducing unwanted wheel spin — the wave of sweet torque literally drives the truck for you, smoothly and safely. Same goes for steep declines.

With a completely revised suspension package that includes the biggest leaf spring I’ve seen, Mitsubishi has managed to suppress the bumps and keep NVH levels to an all time low, and managed to set a new benchmark in the process. Engineering garble aside, the real test was that I was comfortable, which I have no scientific explanation for, so you’ll just have to take my word for it.

Locally, three new engines will be offered. There’s the class leading, 3.2 liter Hyper Common rail, DOHC turbo intercooled diesel engine that kicks out 165ps@3,600 rpm and 351nm of torque from a very practical and virtually idling speed of 2,000-3,000 rpm; or, a slightly smaller DOHC, turbo intercooled, Hyper Common Rail, 2.5-liter diesel that peaks at 140ps@4000 rpm and produces its peak torque of 321nm@2000 rpm, and finally, a non intercooled, 2.5-liter turbo entry level engine that makes do with 116ps@3500 and 247nm@ 2,000 rpm, mated to your choice of a 5-speed manual or four speed auto box.

Once we got to the road course, journalists were finally given the chance to drive. I was in the 3.2 liter, top of the line 4X4 with the 8 way power adjustable leather seats and I was able to dial in a perfect driving position and feel right at home.

Ergonomically, the new Strada is light years ahead of its predecessor and makes everything else in its class feel almost Jurassic. In fairness, the Hilux comes very close, and may have the edge when it comes to fit, finish and materials, but the Strada, with its improved leg, head and shoulder room; sculpted power leather seats; multi mode display and rear retractable power window, takes it even a notch higher. Mitsubishi has also done a fine job at keeping unwanted sounds out — the diesel engine is now barely audible from the inside and overall cabin room is encroaching on passenger car levels of space and comfort.

On take off, it feels strong, but despite its higher PS rating, it doesn’t feel as devastating as I was expecting. This is not necessarily a bad thing, it is more likely the result of getting spoilt and also, because we were on a race track, it can usually dwarf the perception of speed. It still accelerated smoothly and rapidly (for a pickup) and achieves an ideal power to weight ratio. There wasn’t an opportunity to sustain highway speeds so I cannot in fairness comment on the stability. Steering did feel better than its peers though, and, once again, so did the ride.

The test course was two and half kilometers long peppered with a series of chicanes and long sweeping turns that was plotted out specifically to unsettle a pick up’s composure, yet throughout the day, even at the hands of some novices, the Strada still came out with all its dignity intact. The final portion of the track was by far the most punishing; the object was to put one side (two wheels) onto the 45 percent slope and test everything from the balance, the structural rigidity, the axles, the tires, and finally, the state of the driver’s mental health. We passed four out of five.

Personally, I think its great that Mitsubishi Philippines has taken charge, put a lot on the line, and really fought to bring in the Strada. Even though left-hand drive production won’t actually start until next year, at least we have our foot wedged firmly in the door and wont be getting something towards the end of its life cycle, which means we no longer have to feel like the poor relations. It’s a brave step and I think it is one worth applauding.

I like the fact that it comes with ABS, EBD and a couple of airbags. I like that it pushes the envelope with its radical styling. I like how it dares to be different.

As of this writing, there has been no official word on pricing but expect it to be rattling at the cages of the trusty DMAX and the almighty Hilux. The stage has been set. Buckle up. Let’s get ready to rumble.