Mitsubishi Forte

Pickup Line Utility with a Sporty Flair

Mitsubishi's entry into the field of pickups began in 1967 with the introduction of the Colt pickup and the Delica truck. The bonnet-type Colt pickup was built on the Colt 1000F frame and had a payload capacity of 0.5 ton while the cab over type Delica had a 0.6 ton payload capacity. The popularity of the two models again proved Mitsubishi's foresight in consumer trends and demands.

The one-ton pickup, Forte, launched as the Mitsubishi L200 in many overseas markets was introduced in 1970. At the time Mitsubishi felt that a more passenger oriented styling would have greater appeal to the buying public. Since the Forte was to be developed for export markets, especially the U.S., rather than the Japanese market, Chrysler Motors, who in those days marketed Mitsubishi vehicles under its own name, was involved in the designing process. After much in depth research and development, the Forte was finally launched in 1978, eight long years from the design board to production, but eight years well spent. Sales in its first year reached 45,000 units and jumped dramatically to over 100,000 units the following year. The U.S. Market alone accounted for approximately 5,000 units per month. Marketed as the D60 as well as the Plymouth Arrow Pickup by Chrysler in the U.S., its popularity skyrocketed and was voted the Pickup of the year in 1979 by Pickup, Van and 4WD magazine.

Stylishness, versatility and ease of operation were attributes which helped to establish Forte's popularity. Its stylish image was based on the ever popular Sigma sedan, and with a two meter cargo bed and double walled rear tailgate (U.S. market specifications) the Forte offered versatility. In the U.S., the Forte came in either a 2.0 or 2.6 4G5 engines with silent Shafts, as well as a 2.3 diesel engine, while a 1.6 liter, 4G3 engine replaced the 4G5 engine in the Japanese as well as the general export markets. For sure stopping power the Forte offered 4-wheel disc brakes and in 1980, a part-time 4WD was introduced.

The popularity and consumer support of the Forte did not diminish but an increase in import sales tax in the U.S. dealt a severe blow to its sales performance. In 1981, development began for the Forte's first minor model change. The original styling proved so popular that attention was placed on simplifying overall operation. To this end, a 3-speed automatic transmission was incorporated to upgrade operational ease, the diesel engine capacity was increased to 2.5 liters and larger tires were adopted for improved traction and a more aggressive look. Export for this model began in 1986, the same year that the Forte left the Japanese market scene. Sales from 1985-87 amounted to approximately 130,000 units per year, proof positive of its wide consumer acceptance.

With 1991 came the introduction of the Strada in Japan, the first major model change for this lineup of pickups. Gone was the Forte name, and with it, the light commercial vehicle image held in the Japanese market for so long. Mitsubishi, tuning into the emerging consumer trends, recognized the necessity for extending the sports utility segment to take advantage of the growing public fascination with the "outdoor" lifestyle. The Strada integrated all the characteristics of a brawny go-anywhere sports pickup with the sophistication and comfort which users have come to associate with Mitsubishi Motors' vehicles. A large front grill guard, blister fenders, the widest tires in its class with aluminum wheels as well as a class leading double pipe roll bar provided passenger safety and powerful good looks. The interior of the double cab Strada pickup was more in keeping with a passenger vehicle with well thought out appointments to enhance touring pleasure and total riding comfort. Versatility was assured with the largest cargo bed in its class and a 75 liter fuel tank offered excellent cruising range. The go-anywhere, high performance was ensured with a adoption of the 2.5 liter, 4D56, Cyclone diesel turbo engine with a maximum power output of 85ps at 4,200 rpm and a maximum torque of 20kg-m.

Designed in Japan and released on world markets in 1996, 2nd generation pickup is produced at the MMC Sittipol manufacturing facilities in Thailand. Marketed as the L200, the lineup offers three cab choices; Standard, Club and Double in either 2WD or 4WD formats providing consumers with a choice to best suit their motoring needs. Completely redesigned, the sporty L200 offers consumers the utility of a pickup with the handling and ride comfort of a sedan.