We still own the Ralliart name, and we still intend to brand our cars with it. The biggest change for us is that we won’t have to pay royalties to use the name anymore,

Mitsubishi North America spokesman Maurice Durand explains to Automotive News [sub] why the death of Mitsu-owned racing firm Ralliart is actually kind of a good thing. After all, how many Americans really watch rallying often enough to know or care whether Mitsubishi’s erstwhile rallying partner has anything to do with the cars that bear its name? The fact that the Lancer Ralliart has a two-liter turbocharged engine and AWD is what consumers will notice; using a brand name that leaves no doubt as to the inspiration for the trim level does everything it needs to from a marketing perspective. Whether a team named Ralliart actually races similar vehicles is, in the modern marketing context, almost completely irrelevant. After all, Subaru isn’t even competing in the World Rally Championship at all anymore… the old “win on Sunday, sell on Monday” adage couldn’t be more dead.

Forget car design awards. Forget internet polls. The perfect automotive barometer is the filling station. And if barometers could wet their pants, this one would need its jeans urgently back in the washing machine, as our oranger-than-orange Mitsubishi Lancer Sportback Ralliart (that’s a handful) pulled into the fuel station. The second time this hour, actually. Faster than you could say ‘Premium Unleaded’, the fuel attendant stormed our tester with cries of joy and wonder, proceeding to proudly recite its technical specification better than we could. After failing to receive a positive answer for his honest attempt for a ‘short spin’, he documented this automotive phenomenon with enough photos to create a 3D rendering and proclaimed that we should fill ‘er up with Regular Unleaded.
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