The Mitsubishi RVR is a range of cars produced by Japanese manufacturer Mitsubishi Motors from 1991 to 2002 and then from 2010 until present. The first two generations were classified as compact multi-purpose vehicles (MPV), and the model introduced in 2010 is a subcompact crossover SUV.
The RVR was Mitsubishi’s Recreational Vehicle debut during the Japanese economic boom. The cars were sold at the Mitsubishi Japan dealership chain called Car Plaza. RVR is an acronym for “Recreation Vehicle Runner”. In addition, the original logo had a Cyrillic Я on the first letter, so that it reads ЯVR. It had a convenient size passenger cabin and spacious 4–5 person capacity with a youth-oriented approach, making it appealing to young people. Television commercials in Japan used Bugs Bunny and Daffy Duck as spokespeople. It was also developed and released during Japan’s “bubble economy“, and gained popularity due to the convenience of a passenger side sliding door.
It was a tall wagon with some off-road characteristics, targeting the “sports gear” or outdoor lifestyle market. This approach was similar to the one used by Honda when they introduced the Honda CR-V. The RVR had an especially good sales record in the beginning, even with the decline of the RV sales boom. Sales later declined, and the original RVR was discontinued in August 2002.
The reintroduction of the “Sports Gear” RVR nameplate is an attempt to inherit the popularity of the first generation vehicle. It was released in Japan on 17 February 2010. It does not feature a rear sliding door, due to the current perception that SUVs have conventional doors, and sliding doors are typically installed on family vehicles. The RVR logo no longer uses the inverted Cyrillic “Я” on the first letter.
