When it comes to racing where there are no roads, Mitsubishi has built for itself an enviable reputation. Mitsubishi boasts an illustrious history in rallying, highlighted by a golden era spanning the 1980s and 1990s, dotted with victories in both the Paris-Dakar Rally and the World Rally Championship (WRC).
Seeking to recapture the glory of that era, Mitsubishi and Ralliart (its performance division) are at it again. The Asian Cross Country Rally Championship (AXCR) is renowned as one of the toughest off-road events in Asia. Through difficult terrain and environmental conditions, it is a true test of endurance, skill, and engineering.
This year, Mitsubishi Motors returns to this challenging race, aiming to reclaim the glory of its 2022 victory and once again establish itself as a dominant force in the rallying world.
Mitsubishi's re-entry into competitive off-road racing at the AXCR is a powerful statement of intent, in a way that the old Japanese brand knows, in a bid to once again become synonymous with motorsport excellence.
A legacy in off-road racing
Mitsubishi has a reputation to keep. The brand's invincibility in the demanding Paris-Dakar Rally — arguably the world's most grueling off-road race — solidified its reputation as a leader in endurance and innovation. Between 1985 and 2007, Mitsubishi secured an impressive twelve victories in Dakar, showcasing the brand's engineering prowess and its vehicles' ability to conquer the harshest environments. Simultaneously, the Mitsubishi Lancer Evolution became a legend in the World Rally Championship (WRC), clinching four consecutive titles from 1996 to 1999 under the guidance of Tommi Mäkinen.
However, the last decade has been challenging for Mitsubishi. Financial difficulties, strategic missteps, and a shift toward more practical, less performance-focused vehicles led to the brand's withdrawal from motorsport. The discontinuation of the celebrated Lancer Evolution in 2016 symbolized the end of Mitsubishi's high-performance era, leaving enthusiasts and industry observers uncertain about the brand's future.
Hiroshi Masuoka's involvement
In the context of Mitsubishi's rallying heritage, the involvement of Hiroshi Masuoka in the 2024 AXCR holds profound significance. Masuoka, a two-time Paris-Dakar winner, is a legendary figure in rallying, with his victories in 2002 and 2003 driving a Mitsubishi Pajero sealing his status.
Serving as the race team director for the 2024 AXCR, Masuoka's role extends beyond being a symbolic figurehead, as his deep understanding of the demands of off-road racing, combined with his intimate knowledge of Mitsubishi's engineering philosophy, makes him an invaluable asset. Masuoka's involvement sends a clear message that Mitsubishi is genuinely committed to its comeback in motorsport, not solely as a participant, but as a contender for top honors.
His leadership forms a tangible link between Mitsubishi's illustrious past and its aspirations for the future, instilling confidence within the team and among Mitsubishi's loyal followers. It’s been said that he is on the ground at the stages, timer on hand, clocking in every vehicle and listening to changes in engine sound so as to understand his competition better.
Mitsubishi's return to competitive rallying
Mitsubishi's decision to return to high-level rallying through the AXCR comes from the brand's broader ambition to regain its standing in the automotive world. Over the last decade, Mitsubishi's influence has waned, not just in motorsport but also in the global market. A brand that once stood shoulder-to-shoulder with top Japanese automakers has struggled to maintain relevance amidst shifting market dynamics and mounting competition.
Returning to motorsport, especially in the challenging AXCR arena, is vital for Mitsubishi's revitalization. Motorsport has always served as a proving ground for automotive innovation, where engineering excellence takes center stage and brand identities are forged. For Mitsubishi, re-entering this space and bringing back the famed Ralliart performance brand is about demonstrating how they still possess the technical expertise, innovation, and competitive spirit that once made them a powerhouse.
Competing in the AXCR allows Mitsubishi to leverage its rich rallying history while signaling to the market that it is capable of more than just producing reliable SUVs and crossovers. They aim to revive the excitement and passion that once surrounded the brand, particularly among performance enthusiasts who’ve followed Mitsubishi for its rallying pedigree.
In pursuit of motorsport supremacy
In an increasingly competitive automotive landscape where brand differentiation is crucial, motorsport provides a unique platform to showcase the brand's capabilities. Success in events like the AXCR can elevate Mitsubishi's brand perception, positioning it once again as a leader in innovation, durability, and performance. The AXCR, with its treacherous terrain and unpredictable conditions, offers the perfect stage for Mitsubishi to demonstrate these qualities.
The Triton pickups prepared for the rally embody the cutting-edge of Mitsubishi's engineering know-how, designed to conquer the most challenging environments while delivering superior performance. A message that they wholeheartedly want to impart to their customers.
Moreover, a strong showing in the AXCR could have far-reaching implications for Mitsubishi's future. It could serve as a catalyst for the development of new performance-oriented models, reigniting interest in the brand among enthusiasts, and influencing the direction of Mitsubishi's product lineup.
Tech from current Mitsubishi vehicles, such as Active Yaw Control, was born and refined on the world rallying stage. Advancement in this space could help Mitsubishi regain some of the market share it has lost over the years, particularly in regions where motorsport still commands significant attention.
Despite the financial difficulties of the brand, the diminishing interest in its vehicles globally, and an ever-increasing threat from newer brands, Mitsubishi's participation in the 2024 Asian Cross Country Rally represents a bold step toward reclaiming its place in the motorsport world. After a period of decline in motorsport, Mitsubishi is raising up the Ralliart flag once more and is using the AXCR as a platform to signal its intent. With the experienced Hiroshi Masuoka at the helm, the brand stands ready to revive the spirit of Dakar, reminding the world of its engineering excellence.