Mitsubishi has ambitions to overtake its best ever year in the UK in the next two years.
Its 1% share of the market and 25,000 car registrations in 2005 have never been approached since, but a resurgence is under way.
A more favourable exchange rate with Japan has allowed price cuts on some of the older models in the line-up, giving them much greater appeal, while helping to improve dealer margins and allowing money to be spent on marketing.
The latest recipient of national marketing cash is the new Outlander PHEV, a plug-in hybrid being advertised on television and in cinemas. The model has gained attention for offering virtual price parity with diesel versions, when normally there is a high premium for plug-in hybrids.
Some dealers are also targeting small businesses in their areas with the new model, with the roll-out of company car specialist centres.