When Mitsubishi finally brought the Lancer Evolution to the U.S., the automaker was outselling Subaru by more than 165,000 units. But the Evo sat in showrooms next to discounted Lancers, Eclipses, and other vehicles aimed at first-time new car buyers with poor or no credit, while the WRX STI shared showrooms with a regularly updated line of successful, all-wheel-drive crossovers that fostered a faithful customer base.
After Mitsubishi’s U.S. sales peaked at 345,111 units in 2002, they dropped to 256,810 for ’03, as Subaru’s nudged up to 186,819. The easy credit market began to default, and Mitsu’s sales plunged to 161,609 in 2004, while Subie’s ticked up to 187,404. The two never traded places again. Subaru’s slightly premium-priced lineup allowed its parent company, Fuji Heavy Industries, to invest in new…