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