The question for exhibitors is always how to use a very limited space to make their case to consumers. It is one they agonize over every year. Mitsubishi decided to make "New History" from its increasingly strong alliance with the DaimlerChrysler group, and its booth highlights the new orientations and designs of the "New Mitsubishi."

At the entrance along the central aisle, visitors meet the tough"Pajero,"which has performed extraordinarily well and pulled off several stunning victories at the Paris-Dakar Rally, the most grueling car race in the world, and the "Lancer Evolution WRC." These two rally cars symbolize Mitsubishi's race towards its own goal of transforming itself into a company that meets the needs of public in the 21st century. Mitsubishi's theme is "delivering better and surer quality" and "pursuing a new approach to car making." Of its 21 vehicles on exhibit, only 4 are concept car reference exhibits.

The company divides its booth along a timeline of "Tomorrow" and "Future." All 4 of the concept cars were the work of Olivier Boulay, the new Executive Officer, Corporate General Manager of Car Product Design Office brought in from DaimlerChrysler. The glass-enclosed "Tomorrow" stage at the center features the "CZ2" and the "CZ3 Tarmac;" the "Future" main stage at the rear features the "S.U.P." and the "Space Liner".

The "S.U.P." is a gear-style car that fuses nature and technology with a childlike sense of playfulness. It shows exactly how the cars of the future should be.

The common point in the new models is "flowing body curves and rhythmic wave lines, "according to Boulay. Mitsubishi's new brand image is unified around these new designs, but the booth also has a larger-than-usual version of Mitsubishi's "three diamonds" emblem, an indication of the energy and pride behind Mitsubishi's new challenge.