The reborn Pajero arrives with the wrong name
The new Mitsubishi Montero arrives with prices from €60,000 to €100,000 and a naming dilemma: after avoiding 'Pajero', it now runs into the political connotation of the surname.
English · Original discussion in Spanish · Published
The new Mitsubishi Montero revives the old naming dilemma
When Mitsubishi announced a new generation of its legendary off-roader, many expected the return of the original Ensimismado. But in Spain the brand has sold it as the Montero for decades to avoid the vulgar connotation of 'ensimismado'. Now, politics has made the name even more awkward: Irene Montero, the former minister, has loaded the surname with a symbolism few want on their tailgate.
The debate over the name is no trivial matter. In the marketplace of opinions, some argue that 'at this point, better Ensimismado, even if it sounds bad, than Montero', while others point out the model has been in production for over 25 years and that the modern version will be 'a bloody washing machine' compared to its predecessors. Estimated prices for the new edition range from €60,000 to €100,000, a bracket that invites comparison with alternatives like the Toyota Land Cruiser.
The irony is that the name change Mitsubishi made in the 90s to avoid a crude word has ended up colliding with a politically explosive surname. Anyone who bought a Montero ten years ago didn't have that problem. Today, parking one next to a Podemos rally can be the butt of jokes. And anyone who really wants the car, if they have the budget, goes straight for the Land Cruiser. Mitsubishi has managed to make its off-roader sound bad in both senses.
[H]The numbers behind the nostalgia[/H]
An off-roader caught between two connotations
The new Mitsubishi Montero (or Ensimismado, depending on the market) faces a divided audience: the nostalgics who long for the reliability of the 90s and the pragmatics who see an obsolete product at an outrageous price. The €60,000 to €100,000 price tag places it in the premium SUV segment, where it competes with far more modern models. For many, the decision comes down to whether the name is an insurmountable burden or a harmless anecdote.
[H]Conclusion[/H]
With a name that no longer works and a technical base some consider outdated, the new Mitsubishi Montero lands in a hostile market. The open question is whether buyers will be willing to pay more than €80,000 for a car that, on top of being expensive, carries a name that makes half of Spain uncomfortable.
Related discussions in the forum
When Mitsubishi announced a new generation of its legendary off-roader, many expected the return of the original Ensimismado. But in Spain the brand has sold it as the Montero for decades to avoid the vulgar connotation of 'ensimismado'. Now, politics has made the name even more awkward: Irene Montero, the former minister, has loaded the surname with a symbolism few want on their tailgate.
The debate over the name is no trivial matter. In the marketplace of opinions, some argue that 'at this point, better Ensimismado, even if it sounds bad, than Montero', while others point out the model has been in production for over 25 years and that the modern version will be 'a bloody washing machine' compared to its predecessors. Estimated prices for the new edition range from €60,000 to €100,000, a bracket that invites comparison with alternatives like the Toyota Land Cruiser.
The irony is that the name change Mitsubishi made in the 90s to avoid a crude word has ended up colliding with a politically explosive surname. Anyone who bought a Montero ten years ago didn't have that problem. Today, parking one next to a Podemos rally can be the butt of jokes. And anyone who really wants the car, if they have the budget, goes straight for the Land Cruiser. Mitsubishi has managed to make its off-roader sound bad in both senses.
[H]The numbers behind the nostalgia[/H]
An off-roader caught between two connotations
The new Mitsubishi Montero (or Ensimismado, depending on the market) faces a divided audience: the nostalgics who long for the reliability of the 90s and the pragmatics who see an obsolete product at an outrageous price. The €60,000 to €100,000 price tag places it in the premium SUV segment, where it competes with far more modern models. For many, the decision comes down to whether the name is an insurmountable burden or a harmless anecdote.
[H]Conclusion[/H]
With a name that no longer works and a technical base some consider outdated, the new Mitsubishi Montero lands in a hostile market. The open question is whether buyers will be willing to pay more than €80,000 for a car that, on top of being expensive, carries a name that makes half of Spain uncomfortable.
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Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (16 replies).
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