Subaru's own goal goes to Mitsu

'First in, best dressed' isn't a concept that easily lends itself to the automotive industry.

Subaru's invitation to local media for a drive of the company's Plug-in Stella pre-production electric vehicle may have pre-empted Mitsubishi's invitation to drive that company's i-MiEV, but Mitsubishi is the winner on points.

Paul Unerkov, Mitsubishi's VP of Brand and Marketing, believes that Subaru's recent local drive of the electric 'kei'-class car (more here) has stirred up interest in electric vehicles generally, and Mitsubishi should gain by that.

Unerkov also feels that it has paid Mitsubishi to wait for the i-MiEV's ADR compliance to be made official (more here) before letting journalists and politicians drive the electric vehicle.

"We could have done this a month ago," says Unerkov.

"Part of our message was 'the car is here and it's ready to go'... It's certified, you can drive it on the road..."

That contrasts with the Plug-in Stella, which could only be driven on a local go-kart track after being ferried there by a Subaru engineer. It might be argued too that Subaru has showcased a car which underscores the commonsense design of its competitor's i-MiEV -- and the Subaru without any production counterpart in the pipeline.

Both 'kei-class' cars in Japan, the petrol Stella and Mitsubishi 'i' tackle the criteria to comply with the Japanese domestic market's tax legislation in markedly different ways. Whereas the Stella starts out as a conventional front-wheel drive car, the Mitsubishi places its fuel tank and drivetrain components under the floor, with the latter driving to the rear wheels. This allows Mitsubishi the luxury of configuring the car for minimal overhang, maximum wheelbase. This carries over to the electric version, which also enjoys the packaging, dynamic and aerodynamic benefits as a consequence. Plus, it looks better...

Furthermore, Mitsubishi is demonstrating a real-world electric vehicle that the company is committed to selling in Australia -- provided the marketing opportunity exists. Subaru has been unable to make a similar promise and the Plug-in Stella remains an as-yet unrealised concept with a few wrinkles still to be worked out.

"It's really not a promotional event," says Unerkov of Mitsubishi's i-MiEV roadshow, but he also cautions against getting too far ahead of reality -- and his words apply principally to Mitsubishi itself.

"We've got to make sure we don't get caught up [in the excitement of introducing a new type of motive power] -- and razz up the government and everybody else."

The danger, as Unerkov sees it, lies in unfulfilled promises leading governments and consumers to think "this is just a stunt" -- to use Unerkov's own words.

So while Mitsubishi is throwing everything it has at promoting the viability of i-MiEV, it must do so in a way that leaves no room for the cynical to jump to their default position where new technology is concerned.