Hollywood has so blurred the line between nostalgia and creative torpor that I immediately recoil at the thought of a remake, even if many of them turn out to be fine. I would much rather someone create something new than try to do the nth bad reboot of Tron or whatever. I don’t feel that way about cars. I want all the old badges back, and I just want them to be on cars that aren’t terrible.
Mitsubishi keeps rebooting the Eclipse, and every reboot is somehow worse, or at least very different, than the car that came before it. It means that I don’t exactly trust Mitsubishi in its current state to bring back all the classics without ruining them. Thankfully, Mitsubishi also agrees that–Eclipse aside–it is not yet the company that has earned the right to reboot its most prized names. It wants to get there, and I want Mitsubishi to get there, too.
The Morning Dump today is going to a journey across the globe to visit automakers in various states of building or rebuilding. Mitsubishi is definitely in a rebuilding mode, whereas Ferrari is still near the top of its game. The Luce, though, is a strange move, and the company is now out having to deny that it’s forcing people to buy the electric car. Rivian doesn’t need threats to sell its EVs, though a lawsuit alleges the company isn’t living up to its self-driving promises. BYD is about to make a big statement at the Goodwood Festival of Speed.
‘I Love Driving Cars’ Explained Mitsubishi President Keisuke Kishiura
It’s hard to be a Japanese car exec when you’ve got to compete with Akio Toyoda, the former CEO and current Chairman of Toyota. Not only has he successfully led the company from beige-to-fun, he’s done it in a way that’s kept the company profitable while he goes on fun racing adventures. If you’re running a car company in Japan you have to prove you can compete on the bottom line and still cross the finish line first.
Mitsubishi held its general meeting for shareholders at the end of last week, and there were a lot of questions about what Mitsubishi means, and there were more specific questions for newly-minted President Keisuke Kishiura about his bonafides.
From Japanese news site Car Watch (translated), Kishiura-san had to prove himself worthy:
[H]e was asked questions with the management of competing companies in mind, such as Toyota Motor Chairman Akio Toyoda, who is also known by the nickname “Morizo” and has many fans, including, “Do you like cars and driving?” and “Do you have any plans to re-enter the WRC as a factory team?”
In response, President Kishiura said, “First of all, personally, I love driving cars. The first car I ever drove as a student wasn’t a Lancer Evolution, but a very old ‘Lancer Turbo,’ a manual transmission car with heavy steering. It was a rear-wheel-drive car, and I even drove it to ski resorts. I still love driving cars.”
That’s a good start. The brand, at least in the United States, doesn’t make anything particularly exciting, even if it makes cars that are probably better than you’d think. I wrote last year that I’d like Mitsubishi to get weird again, and a new Delica and Pajero (probably the Montero here) are first steps in that direction. The creation of a global truck platform for Nissan and Mitsubishi that’ll spawn a lot of vehicles for the United States is a good thing, and, according to this report, investors are excited.
Would that mean the return of other famous vehicles, like the company’s all-time most famous car? Also from the report:
During the Q&A session with shareholders who had come to the venue, following expressions of delight at the return of the Pajero, a request was made to “please also bring back models such as the Lancer Evolution, Diamante, and Galant.” In response, Chairman Kato said, “Thank you very much for your kind words about the return of the Pajero. We are all encouraged by your comments,” and the question of future product development was left to President Kishiura.
President Kishiura said, “Models such as the Lancer Evolution, Diamante, and Galant are very important cars for Mitsubishi Motors, and we consider them treasures. At this point, we do not have any concrete plans to introduce these cars again, but in order to meet everyone’s expectations, we would like to make our company one that can once again produce such cars in the future. I will be at the forefront of this effort, and I would be grateful for the support of our shareholders,” expressing his enthusiasm while avoiding making any definitive statements.
I appreciate this response. It would be cynical to just say “Yes, we’re bringing back all the favorites” without the ability to do so in a respectable way. Do you want a Lancer Evo that’s just a rebadged Nissan Sentra with a wing? Probably not. The company went through a rough few years, was absorbed into an alliance with Nissan and Renault as a way to save the company, and then has been caught up in the ongoing Mitsubishi-Honda-Foxconn-Nissan drama.
It has to move one piece at a time, and that piece sounds like it’ll be a Pajero/Montero.
Ferrari Says It Isn’t Making People Buy Luce EVs After Report It Was Making People Buy Ferrari EVs
The Ferrari Luce is definitely a car you’ll be able to buy at some point, though I’m not sure it’s a car I’d actually like. Maybe I would? I doubt Ferrari is going to let me ever get to drive it. I’m open to it, which is more than I can say for certain customers. Last week, Bloomberg reported that Ferrari was doing the thing it always does, which is encourage them to buy certain entry-level models in order to get special cars, albeit with a little extra sauce:
Ferrari NV is using orders for its Luce electric car as a loyalty test for wealthy clients, signaling that support for the poorly received model may help preserve access to more desirable cars, people familiar with the matter said.
The message that purchasing the €550,000 ($636,000) Ferrari Luce is a stepping stone to other, exclusive models has been delivered across parts of Ferrari’s collector network, the people said, asking not to be identified for privacy reasons.
Because Ferrari always does this, and because the buyers are all anonymous, it’s a little hard to discern how different it is this time. There are also sales people for Ferrari all over the globe, so it’s possible this isn’t a directive from the mothership, just some ad-libbing.
Ferrari responded to the report, via Reuters, and the company’s Chief Marketing Officer Enrico Galliera says it isn’t exactly true:
“We would run the risk of creating negative ambassadors who would speak badly of the Luce and, after a few months, resell it,” Galliera said, according to an company spokesperson.
“That would destroy its market residual value, which is exactly what the luxury electric vehicle segment is suffering from today”.
What’s interesting about this is that Ferrari now reportedly locks its clients into contracts that won’t let them sell the car for a certain amount of time, so how would they resell it? The badmouthing part, too, is something that few Ferrari disciples would do lest they upset the powers in Maranello. I do think it’s possible that both the Bloomberg report could be correct in that some people are getting some pressure and that what Galliera says is also at least partially true in that Ferrari isn’t doing more than what it always does. It’s hard to know for sure.
Rivian Is Facing A Class Action Lawsuit Over Self-Driving Claims
One of the first things that Jason wrote for this site is that SAE Level 3 Autonomy for cars is confusing garbage. I think time has proved him right, even four years later. It is confusing garbage and it’s extremely rare, as most people claim Level 2+++ or something similarly inane and manufactured instead of committing to Level 3. That may be why Rivian owners filed class action suite against the company, stating that they bought the cars assuming they’d eventually get a Level 3 system that never arrived.
Per TechCrunch, which first reported the lawsuit:
The lawsuit alleges Rivian falsely promised, over a five-year period and through a coordinated nationwide marketing campaign, that it would make its hands-free driver-assistance system — known as Driver+ — standard in every vehicle it builds. Among the appearances cited in the suit: Rivian CEO RJ Scaringe’s appearance at TechCrunch Disrupt 2022, where he reportedly made representations about the company’s autonomous driving ambitions.
“No software update — no matter how sophisticated — will enable its Gen 1 Vehicles to perform as advertised,” the complaint reads. “Rivian unquestionably knew that its Gen 1 Vehicles would never be capable of Level 3 autonomy or ‘true hands-free driving’ yet continued to tout the supposed capabilities of its vehicles to induce consumers to purchase them.”
Rivian declined to comment on the lawsuit, citing pending litigation.
That’s similar to what’s happened with Tesla with Elon Musk and the whole HW3 debacle. Silicon Valley companies overpromising and forcing people to buy the next thing isn’t unusual, but that’s a lot harder to get away with if you own an expensive car you’re hoping to resell one day.
BYD Is Going Hard At Goodwood
When I went to Goodwood a couple of years ago with The Autopian, I was surpised at how many Chinese automakers were there, though perhaps I shouldn’t have been. Brexit has made Britain one of the best places to sell Chinese cars, and it sounds like BYD is going to try to corner even more attention this year.
From a press release:
BYD Group, the world’s leading manufacturer of New Energy Vehicles (plug-in hybrid and fully electric), will bring no less than eight new car debuts to the Goodwood Festival of Speed 2026 – from global reveals to UK releases.
Taking centre stage at the event will be premium brand DENZA, with the Festival of Speed not only becoming the reveal platform for two cars globally and one on a European level, but also marking the brand’s official launch in the UK.
The event is no less important for BYD, with one of the smallest models on the stand also among the most significant for UK buyers. The DOLPHIN G DM-i will break into the supermini segment with its DM-i plug-in hybrid technology – unique in the segment – plus class-leading practicality and technology.
YANGWANG will also make its mark on this year’s Festival of Speed, with the U9 Xtreme – the world’s fastest production car – presented on UK soil for the first time. It will be joined by the awe-inspiring U8L, a four-seater luxury SUV which can also swim, plus the U7 executive saloon.
Maybe someone there should ask BYD’s press people if threatening to sue journalists is part of the company’s grand strategy for succeeding in the UK.
What I’m Listening To While Writing TMD
It will not surprise anyone that I’ve been enjoying the new Olivia Rodrigo album, which is very much the “I listen to good music” album wherein a young artist shows off their taste by doing a bunch of songs that clearly reflect other artists. Sometimes this works, sometimes it doesn’t. Here it works very well. While a lot of the album is inspired by The Cure or The Beths, “My Way” is pure Metric in the best way.
The Big Question
What’s the best example of a brand bringing back a name successfully?
Top photo: Mitsubishi
TBQ: The J Mays retro Thunderbird. I saw one last week in the grocery store parking lot. The owner parked it with the top down just like they do on TV.
There are really low mile examples coming available as Grandpa voluntarily surrenders his keys. They’re on the pricier end but I have seen practically like-new examples with sub 20k on the clock for sale.
Plus there were a lot of them that were bought to appreciate, not drive, and of course they actually depreciated in both real and relative terms.
I understand they’re great if you’re looking for a fun summer cruiser.
Absolutely, well as long as you keep it running.
The ’00s Thunderbird is sort of a guilty pleasure. It’s probably objectively not a good car but once in a while you see one out and about and think to yourself “you know…”
Define objectively good. As far as the car thing goes they are pretty much crap.
Since they are a Jag at heart the ghost of Lucas is with you all the way. You know all this talk about Zonal Architecture, well the DEW98 was the first and it didn’t go that well. The Front Lighting module is especially problematic and the Rear Trunk Module isn’t bullet proof either. The Instrument cluster module is the least problematic of the bunch, but that doesn’t mean it isn’t problematic.
The cooling system is mostly plastic and complex with an electric pump needed to have decent heat. So yeah complete cooling system rebuild including aftermarket all aluminum radiator, surge tank and thermostat/coolant manifold for the 02, or the parts for a Supercharged Jag.
The suspension is complex and isn’t the most durable either.
However when it is all working and the top is down it is a great car to drive IF you just want a fun cruiser. No it isn’t as nimble as a Miata nor as fast as a newer Mustang Convertible but it does handle well with minimal body roll and it will give a good shove to your backside when you mash the throttle and make good sounds when doing so.
*Note the 02’s have their own issue, a hydraulic fan driven off of the power steering pump with a lot of the parts long out of production. For that reason alone we don’t have the Thunderbird Blue with full accent interior and went for a Merlot which was available in 04
What’s the best example of a brand bringing back a name successfully?
I was skeptical when Buick made a Roadmaster in the 90’s, but it kind of worked.
Correction, the Roadmaster was perfected in the 90s. A Roadmaster wagon is the pinnacle of automotive engineering, and everything GM has done since, is a step in the wrong direction.
You can pry my rose-coloured glasses from my cold, dead face.
And the best individual Roadmaster is the Boostmaster 2.0.
The Ford Motor Company seems to be doing pretty well so far with the brand name it took for itself after the Henry Ford Company changed its own name to Cadillac.
Ford isn’t doing so great with the nameplate that the founders of Cadillac started after selling Cadillac to GM, and later sold their second company to Ford.
I still run into track instructors and folks at the track that still talk about the Evolution VIII and IX (the ones we had in the US with the 4G63) VERY favorably, particularly the IXs (which had MIVEC). I had an VIII MR until someone hit it.
They were the last of its kind. Yes, the WRX STI existed, but the VIII and IX were both VERY peaky AND very boosty for what they are. That peakiness isn’t something you can get anymore unless you spend boatloads of money, where the Evo VIII/IX it was the last time that was reasonably accessible in terms of price.
I hope Kishiura remembers that peakiness. It’s something that’s generally quite rare today in enthusiast cars unless you are willing to spend tons. It’s part of why no one cared much for the X and the 4B11 — it was more competent, but not anywhere near as interesting to drive nor rev out.
Moreover, part of the appeal of the VIII/IX is that they WEREN’T super refined. The cars were a better experience by being “a bit worse.”
High-ish revving (upper 7s, ideally very low 8s) with an aggressive cam is what’s sorely missing in the enthusiast space. I’m aware designing that for emissions would be a B, but paired with a good manual and in a usable package and people would absolutely buy it. Let’s be realistic, no different than the CTR it’s going to be in the 50s, but better that than your only other options being 3 to 6 times that price.
How long is the window for “bringing it back”? Technically the Corvette didn’t have an 83 model year and was completely new for 84 so that gets my vote.
If there has to be a meaningful time break, the Bronco is the clear winner
“a four-seater luxury SUV which can also swim”
Wait, wait, we’re just going to let this go without further discussion?
I was thinking the SAME thing! Tell us about the “swimming” SUV.
It can swim once.
“…we consider them treasures. At this point, we do not have any concrete plans to introduce these cars again, but in order to meet everyone’s expectations, we would like to make our company one that can once again produce such cars in the future.”
Yeah, we’re not ever getting another Evo. This is noncommittal corporate NothingSpeak. It sounds good to who they want it to sound good to, but it doesn’t remotely obligate them or tie them down. Evo might be a badge on another crossover platform, but not a raucous, tactile hot sedan or hatch.
I understand what he’s saying.
Mitsubishi Lancer EVolution, the latest in vaguely midsized crossover electric cars.
The ad copy writes itself.
When Ford of Europe first repurposed Lincoln’s old Capri nameplate for their take on a Mustang in the late 60’s – That was brilliant.
When Ford repurposed the same name for their Polestar 2 knockoff – That was less so.
I am sorry for Mitsubishi’s CEO, probably he has to say it, but all of this is a lot of bullcrap.
A Pajero in Spanish-speaking countries is a bad idea…
Also, the Dolfin G DM-i (bit a of a weird name) is quite crucial. It is the first BYD developed purely for Europe. Maybe their Yaris moment? Although making it a PHEV is an odd choice.
TBQ: The Giulia was a great reboot. Of the name and the brand. Shame nobody bought one.
TBQ: I would say the Bronco really came back looking more like the OG but brought up to current specs. They did really good with the styling, IMO.
I can’t believe it took me to you to find the Bronco. Gotta be one of the best nameplate comebacks
TBQ: Did the Fiat 500 do well? I had a ’13 Abarth and loved it, no issues so I skipped the usual F.i.a.Tony stuff. For awhile it seemed like regular 500’s were plentiful. Eh, maybe not.
Curious to see when/if the new Celica/MR2 happens.
The AMC Pacer wasn’t a huge success, but it sold a lot more units than the Edsel Pacer!
It’s fascinating the Edsel names that were repurposed by Ford and others:
Citation (Chevrolet)
Corsair (Lincoln)
Pacer (AMC)
Ranger (Ford)
Villager (Mercury)
Roundup (Monsanto)
Bermuda (Grass)
Yeah it is crazy how they almost all were recycled and that GM and AMC picked them up. Both of those seemed to follow in the Edsel’s footsteps in being touted as the next big thing and then soured rather quickly..
Note Corsair was also used By Ford UK in the 60’s for a sporty version of the Consul and Ford AU in the 80’s for a rebadged Nissan before coming back to the US as a Lincoln.
Bermuda was on its second use with Edsel as Willys used it on a very rare version of it’s 50’s Aero compact line. Other models in the line included the Falcon, Lark, Eagle, Ace and Wing.
How cute that Rivian owners are suing – when this type of thing seems to occur with Teslas fairly regularly:
https://www.nytimes.com/2026/06/21/us/tesla-autopilot-crash-texas.html
It’s all good.
TBQ: Hummer EV. H1 was an obnoxious, impractical, unapologetically American status symbol, and boy did GM manage to use their “2 good decisions per decade” card and do it again with the Hummer EV. Sure it’s a culmination of everything wrong with modern car design and the US car market but it’s so dang cool.
Mitsubishi still has that alliance with Renault and Nissan. Rebadge the Megane as a Mitsubishi Lancer, then sell the Megane RS as the Evo 😀
Except Megane is now an EV:
https://www.motor1.com/news/799376/2026-renault-megaine/
And the RS (any models, actually) has been dead for years.
NOOOOOOOOOOOOOOOOOOOO
If you want an RS you have buy an Alpine, and only the A290 (hot 5) is available.
Unfortunately the hot hatch is dead in Europe.
Europe once the go to continent for driving fun is now only a shadow of that.
oops 😐
At this point it’s more likely to be a rebadged Rogue or Kicks.
But with a Temu wing! You to can drive like a billionaire.
Hey, if they wanna cram a GT-R drivetrain into them like they did with the Juke R, I’m on board.
Makes sense, since they buried them.
COTD
I thought Ford did a decent job bringing back the spirit of the GT.
The best name resurrection is the Bronco, but my favorite is a trim named after a model: every Porsche with the Spyder badge is an absolute banger.
For me the best is the Camaro. It comes and goes, yet when it comes back is the car you expect, not just using the name to sell a new shiny
The new Camaro didn’t even have the core feature that made it so famous: T-TOPS 😛
Grant the originals didn’t have those. it was at least 2 generations before them. Mine does, last generation to have them as an option
One of the best/worst examples is probably the Maverick. Best because people now immediately associate it with the pickup, worst because it is just using the name and has no connection to the car that came before. So it’s a successful reuse of the name, but it feels too far from the namesake.
My sister owned a maverick in the early 1980s. Those are best forgotten!
Fair, they aren’t a great car, but it still feels weird to go from car to pickup.
Very weird, but then again Ford.
Ford Maverick was also a rebadged Nissan Patrol in Australia.
And a rebadged Nissan Terrano / Mistral in Europe.
Buying a $600k car you don’t want to get a shot at a million-dollar car you do want might be the actual definition of “stupid rich”.
What’s the best example of a brand bringing back a name successfully?
First to mind: Chrysler 300
Current Best: Bronco
Add in the Dodge Charger and Challenger as well.
Thiiiis
Isn’t it verified that they did this for the California though?
I’m sure they aren’t “making” anyone buy anything. But one’s history with buying less popular vehicles is surely taken into account when handing out allocations.
The most successful is probably the New Beetle, because it gave permission to everyone else to do the same thing. The best one is the Bronco though.
I also think this is another example of The Streisand Effect®.
If Ferrari said nothing, no one would have thought anything of the Reuters piece other than, “ok, what else is new? This is how Ferrari Ferraris.” But now I’ve seen every outlet that reports on the industry commenting on this guy’s reaction to it. It has created so much more awareness of how they operate and called attention to the ridiculousness of this particular vehicle.
I actually find the Luce a really attractive car, in and of itself. I could see this being something sold in the $80K range if offered by someone else. So… maybe $250K given the Ferrari nameplate and expected performance? But over $600K? The market for this type of vehicle at that price just doesn’t exist and I would have thought they had data to tell them that before developing this car. The reaction to it tells a story that Ferrari is just not used to.
Regarding TBQ; Nice call on the Beetle. Bronco is an obvious choice as one of the more successful. My personal favorite is the BMW 8 series. At a time most BMWs were coming out looking… not great I thought the 8 series relaunch looked amazing. I do love a big coupe.
You should schedule an appointment with your ottomottoptometrist. 😉
I recognize I am in the minority here but I always loved the Tron light cycles when I was a kid.
But seriously, I love they made it new without making it too weird. The Kia/Hyundai EVs look pretty good too and this looks like a higher end version of that. There is something about these that looks like the toys from my childhood. It’s just too damn much money for what it is.
Seeing the picture again today made me think the same thing, but not in a positive way. It looks like it needs some Fisher Price logos.