If you lived through the late 1970s, this is a face you should be familiar with, though its profile will not be. It’s the wagon version of the Mitsubishi Lancer (A70), which in sedan form arrived in the States as yet one more Colt from ’78 to ’79, sold under the Dodge banner in mostly pretty well-optioned versions, as a period R&T test showed. In all, a pretty short stay of this Lancer/Colt in the US, which got taken out of the lineup once the modern FWD Mirage-based Colt hatchback showed up for ’80.
In many other markets, however, the A70 Lancer had a pretty long and steady career since its 1973 launch. In its many forms, sedan, wagon, and coupe, it was a fairly successful model sales-wise for the aspiring Japanese automaker. Nothing like the numbers of Corollas or Sunnys, but sufficient enough to remind buyers that one more Japanese player was vying for their attention.
Ironically, the Lancer’s shape may have become familiar, but its maker was generally a mystery. Depending on the market, these arrived as Chrysler, Dodge, or Plymouth products, and either as a Colt or Lancer. It was all part of the deal signed between Mitsubishi and Chrysler Corp., where the American conglomerate had dibs on Mitsu’s products. An arrangement that seemed made in heaven, where Chrysler got fuel-efficient econo cars just as the fuel crisis arrived, and Mitsu got worldwide distribution beyond their capabilities.
Of course, humans have a poor understanding of the divine. Time would show their relationship to be one filled with tension; with Mitsubishi sensing (correctly) that their newfound worldwide reach did little to improve the brand’s standing with the public.
Still, the A70 Colt/Lancer thing did its job well; to sell and gain customers. A styling update arrived in 1977, a date by which Mitsu had become quite proficient in miniature Brougham. Such “econo-lavish” setups were far more common in the JDM and Western World markets, where those options gained Mitsubishi a few pennies to make up for lesser volume.
Elsewhere, the Lancer sold thanks to the known Japanese goodies of the time: Accessible cost, and decent build quality/reliability. For many, it was that other offering from the land of the Rising Sun for those who wished for Japan-goodness, but wanted to look beyond -or had yet to discover- what Toyota or Datsun offered.
While Americans only got the sedan and coupe versions of the A70, other markets got the 5-door wagons as well, just like this post-’78 found in San Salvador. And while production of sedans and coupes ceased in 1980, the wagon would remain in production until 1984.
Not that Americans were left without a Colt wagon during those challenging “energy crisis” days. However, Dodge’s Mitsubishi-sourced wagons would be Galant-based instead, while the A70-based coupe would be sold through Plymouth as the Arrow.
Yes, all that sounds pretty confusing, and it’s pretty hard to discern how the quarrelling Dodge and Plymouth siblings figured out who and why got each A70 variant. In all, another day under the roof of the troubled house of the Pentastar.
In typical norm, the A70’s wagon version sold in its native soil as a commercial vehicle. A “van” in JDM speak, suited for small businesses. As their norm, JDM brochures showed idyllic RomCom-like youthful somethings, next to their cutesy business displays and spanking new A70s.
Meanwhile, in nations like El Salvador, these were mostly family haulers. Mechanically, options on the wagon were reduced against the rest of the model’s lineup. At launch, they could come with either 1.2 or 1.4 Mitsubishi 4G engines, and in later years, newer G11/12 powerplants also in 1.2-1.4 displacements, while shifting was solely by floor-mounted 4-speed manuals.
As for their underlying bones, they remained pretty much identical to the rest of the A70 lineup. Suspension was the rather standard MacPherson’s and coils upfront, with live axle and leafs at the rear. Discs upfront and drums at back, and a recirculating ball steering with 3.5 turns from lock to lock. The standard 1970s Japanese econocar toolbox.
Of course, now the question comes: Under what name were these sold in this region? Wiki mentions these showed up as Dodge Lancers in this nation. Could be. However, period print ads only show the LANCER name on its own. “A new alternative” reads below the SUPERMOTORES dealer name, with rather small Chrysler and Mitsubishi logos on each flank.
The wagon in the ad is a ’73-’76 model, and if I’m not mistaken, a medallion emblem can be seen near the hood’s edge. That’s a Colt logo, as this other A70 find from the same era carries. Must have seemed a somewhat curious logo for local LANCER owners, who had no clue about Mitsubishi’s Colt back story.
I know this survivor is far from pristine, and its trim as a record has to be taken with caution. However, in support of the print ad, Lancer is the only name readable on the car. No idea if it ever had, at some point, Dodge badges or otherwise.
As for the Colt name being applied to these, they sold as the Colt Lancer State Car in the UK. So yes, they sold as Colts in at least one market.
By the time the post ’78 models arrived, the Mitsubishi logo was finally making its appearance as this wagon’s tiny hood emblem shows. A discreet effort, certainly, but we know the Japanese carmaker wasn’t quite ready to cut its ties to the Pentastar… yet.
So this Colt Lancer wagon is a nice reminder of the carmaker’s early trying days, though as recent history shows, much didn’t pan out as they wished for. But the newer Mitsubishi pickup lurking behind this Lancer shows that, for a moment, the carmaker and emblem grew and left a legacy of sorts.
Related CC reading:
CC Colt Chronicles Part 3: 1978 Dodge Colt (Mitsubishi Lancer) – The Little Colt
Curbside Classic: 1975 Dodge Lancer (Colt) – Who Exactly Do You Say You Are?
I bought a new 1985 Dodge Colt hatchback after I moved from NYC to Philly. I needed a commuter car so my partner could use my 1976 Eldo conv. It was a spur-of-the-moment purchase. It was a Saturday, and that morning had seen a newspaper ad for a Dodge dealership. After drinking three screwdrivers with a late brunch, why not buy a car! So off we went, mostly in a straight line to the dealership. On the lot was this cute blue Dodge Colt 2-door hatchback and I like blue cars so the deal was done. Turned out I really liked the car and drove it many long distance miles. It was peppy enough, nimble enough, could carry my numerous pets with a litter box, and I liked the color. Unfortunately, on I-95, an 18-wheeler trailer flipped over and landed on top of my little Colt moving about 65 mph. I obviously survived, or would not be posting, but my little blue Colt was reduced to topless 2-door hatchback. I will always have fond memories of my little blue Colt.
Ask your favorite AI renderer to draw a 1970s Japanese wagon, and it will likely look just like this. Cars don’t get any more generic than this one. As for what to call it, I think Mitsubishi randomly assigns “Colt”, “Lancer”, or “Galant” to each new car it offers and for each market.
Of the brilliant automotive decisions of all time, Mistubishi’s decision to sign an agreement with The Chrysler Corporation ranks up near the top.
Toyota, Datsun, Honda, and Subaru all had to build sales/service/distribution networks completely from scratch, then find and recruit dealers. Mitsubishi had to do none of that; everything was in place the moment the first ship full of cars arrived.
On top of that, in the vast swath of America where foreign cars were frowned upon, Mitsubishi got (somewhat of) a pass because their cars wore American badges.
More than a few young buyers bought Colts. They wanted something small and sporty and foreign, but their dads had been buying new Dodges from Earl down at Swanty’s Dodge for the past 10 years and Earl was happy to give their kid a good deal on a Colt.
The hood medallion is interesting. In addition to the horse (Colt), there’s a sword (lancer) on the left side — colored green in this image to make it stand out.
The lancer is plunged into some kind of branch-looking thing (colored red) – together they form the letter “L.”
So I guess the medallion is supposed to represent either/or the cars branded as the “Colt Lancer” or was made to be interchangeable between Colts and Lancers.
Thanks for taking a close-up of this… I’ve never looked at one of these before.