Hindustan Motors finally unveiled a larger-engined Mitsubishi in the form of the new Lancer 1.8 INVEX. This time around the changes are not cosmetic but delve deep under the skin. Bertrand D’souza investigates just how far reaching are the changes to a model which has for long awaited revival.

When the Mitsubishi Lancer first premiered in 1997 it caused quite a stir since its marketing campaign spotlighted its race and rally heritage which, no surprise, had starved-for-performance car enthusiasts drooling. Besides, feelgood factors such as the car’s inherent opulence and subsequent variants which enhanced its sportiness and pizzazz had fat cat traders, brokers and their ilk making a beeline to their nearest Hindustan Motors showrooms. Sadly, HM failed to infuse this Mitsubishi with the requisite spirit and initiative to keep interest in the Lancer from waning and it wasn’t long before a spate of fresh, better and more contemporary cars, technologically and performance-wise, from other OEMs had sidelined the Lancer. Lack of an adequate dealer network and the high prices of spares (which has only recently seen a sharp reduction) too served to discourage potential Lancer buyers. Now eight years down the line HM seems to have acknowledged the fact that the car deserved a far more effective sales pitch than it was accorded. Enter the Lancer 1.8 INVEX!

To quote lyrics of the Evanescence track used for the INVEX promo TV ads:
Wake me up inside
Call my name & save me from the dark
Bid my blood to run
Before I come undone
Save me from the nothing I’ve become