And, in no small way, due to the efforts and mission of Gael O'Brien, Mitsubishi's V.P.of Corporate Communications and Janis Little, Product and Brand Communication Manager. Recognition must also go to the staff of the newly hired Public Relations people who assisted MMSA in planning this event. Likening the Lancer to New Orleans, MMSA made sure we got the "feel" they intended to convey. Driving on freeways and back roads, we took the Lancer to plantations, bayous, mansions and Bourbon Street.

As all press events have, and should have as their focus, the automobile we are, after all, there to preview, Mitsubishi provided a good size dose of drive time in the compact Lancer, their newest kid on the block. Not intended to be a replacement for the sub-compact Mirage (whose Coupe version will be around for another year), the Lancer is a very comfortable, well-handling and viable contender when stacked up against the likes of Honda Civic, Toyota Corolla, Nissan Sentra and Mazda Protégé.

Available in three trim levels (ES,LS, OZ rally), Lancer is a fun-to-drive 4-door compact sedan with surprisingly comfortable seats, pleasing appointments and a decent value for the money. While definite pricing is yet to be announced (July), Mitsubishi Lancer will be competitively priced between $14,000 and $18,000, according to the Mitsu folks on hand in New Orleans.

On sale this August, the Lancer is manufactured in the Oye plant, Mizushima, Japan and is currently selling there. Mitsubishi hopes this upscale, quieter, smoother sedan will capture 3 percent of the compact car market; more than two times what they've got with the Mirage. They are forecasting sales of 64,000 Lancers for '02, as they clamor after the 2 million people who buy in the compact car segment. Mitsubishi expects a 60/40 split in those buying the Lancer (60 percent women), most college-educated, with a $40,000 income. Ages will range from 25 to 45 years old, encompassing Gen X and Y buyers. Mitsubishi's age demographics, says Pierre Gagnon, VP and COO, are the second lowest in the industry, with the average buyer just one year older than the VW buyer.

Mitsubishi will launch a "very aggressive" multi-million dollar campaign for Lancer; the second biggest launch in history, after the Galant launch in 1998. More than five-hundred dealers will offer the Lancer for sale, and the split is figured at 60 percent for the ES model, 20 percent LS and 20 percent for the OZ Rally version.

Why the name "Lancer," we asked. Dating back to the early 70s (1973), the first Lancer model won Australia's Southern Cross Rally, just months after launching the Lancer series. Since then, Lancer has won four world rally titles and several other first-place victories in the international World Rally Championship series. A "fun-to-drive, sporty" compact sedan, Lancer shares its bloodline with the Lancer Evolution rally racer. Lancer shares its chassis with the rally car (Lancer Evolution), providing a solid feel.

Standard powertrain in the all-new Lancer is Mitsubishi's 2.0-liter, 16-valve, 4-cylinder engine, the biggest standard engine in its class. With 120-horse and 130 pounds of torque, the new engine features a high-performance 32-bit engine controller to help the engine respond faster. Drivers can have their choice of a 5-speed manual transmission or a 4-speed automatic featuring Mitsubishi's adaptive shift control system.

Although Lancer may not stand out in a crowd, its exterior lines are clean and substantial. The grille sports a chrome surround, and the heaadlights are an aerodynamic wraparound style. Fold-away power mirrors come in handy when getting between tight spots, and the dampers on the door latches make for a solid sound when closing.

Lancer's interior space is ample, with plenty of legroom in the rear (3.1 inches more than Mirage). Its high roofline makes it easier for those six-footers to enter and exit, sans the head "thunk." Compared to the Mirage, Lancer is four inches longer, in length and wheelbase, with 93.9 cubic feet of overall passenger room.

With its European-inspired styling, Lancer's insulation and roof covers filled with foam make this one quiet automobile. Lancer's optional adaptive shift control, provided by the sophisticated IVECS-II controller, makes this a car to be shared: shifting points can be tailored to each individual driver, aggressive drivers getting higher rpm-shifts and laid-back drivers, smoother, lower-rpm shifts.

Making every effort not to skimp, Lancer's standard equipment includes A/C, power windows/door locks and side-view mirrors, color-keyed woodgrain interior trim accents, 100-watt AM/FM stereo CD player with four speakers, 8-way adjustable driver's seat, height-adjustable steering column, tachometer , dual visor vanity mirrors, electric rear window defroster, quartz digital clock, two-speed intermittent wipers. The LS version adds cruise, remote keyless entry, 60/40 split fold-down rear seat, rear center armrest with cup holders, floor mats, two more speakers, and variable intermittent wipers. And finally, the Lancer O.Z Rally edition adds 15-inch O.Z Racing alloy wheels, front/rear bumper extensions, side air dams, black interior scheme, O.Z Rally Edition exterior badge, brushed metal finish interior trim, sport-touch steering wheel, shift knob and parking brake handle, Lancer EVO VII-style white-faced gauges, brushed metal finish M/T shift surround, and floor mats with O.Z Rally logo. For 2003, Lancer will get a sunroof. Mitsubishi is also considering a wagon version for Lancer.

One thing we found odd: the rear spoiler on the O.Z Rally model is an option. You can, of course, add to the ES and LS versions, with ABS, dual front side airbags, among other goodies.

As one would expect, Lancer comes equipped with plenty of safety features, including 3-point safety belts, standard dual airbags, optional dual side airbags, cable activated door latch releases, among other things. Warranty on the Lancer is Mitsubishi's 3-year/36,000-mile New Vehicle Limited Warranty; a 5-year/60,000-mile Powertrain Limited Warranty, and a 7-year/100,000-mile Anti-Corrosion Limited Warranty.

Mitsubishi is on a roll, planning to introduce five new vehicles in as many years. Sales totaled more than 100,000 units in the first few months of 2001; up 5.4 percent over 2000. Galant is the fastest growing car in its category, according to Mitsubishi and will be updated again in '02, along with Diamante.

2002 Lancer Sedan Specs