THE battle is fierce out there in the off-road jungle. Niche marketing has been identified as the key to sales success, and one of the biggest niches of all is 4WD.
A few decades ago it was all very simple. Land Rover looked after the farmers with the Defender, the posh country set got the Range Rover and serious adventurers with some money opted for a Toyota Landcruiser.
Today, the waters have been well and truly muddied, and Mitsubishi who were one of the early trailblazers with their Shogun range have seen their dominance diminished.
But while the Shogun represents the old brigade of off-roaders despite a number of facelifts, the new breed of soft-roaders is in the hands of the recently introduced Outlander - a civilised diesel seven-seater that's better than most as far as normal on-road driving is concerned.
And that's the area that should concern most designers of Chelsea tractors or gas guzzlers because, according to statistics, owners use their vehicles off-road less than two per cent of the time.
Not that the new Outlander is a guzzler. Its two litre 138bhp diesel engine has pretty modest thirst clocking up an official 40.9mpg. Even in the everyday rough and tumble of normal mixed driving I managed 35mpg.
The first thing you notice behind the wheel of the 2.0DI-D Elegance - price £24,766 - is that it feels far from agricultural and more 'car-like'.
The engine ticks over smoothly and quietly and the gear change is light and crisp. The steering lacks the 'wooliness' that is a common trait of off-roaders. Top speed is 116mph and acceleration to 62mph takes just under 11 seconds making it one of the quicker SUVs.
Designers have managed to squeeze in a couple of smallish seats in the rear which flip up. They're probably best for youngsters on short journeys.
Luggage space is reached via a split tailgate and amounts to 540litres with seating for five and a massive 1691litres if the second and third rows of seats are folded down. Both rear rows flip down quickly and easily at touch of a button.
The Elegance is the top model of a range that starts at under £20,000, and standard equipment includes bluetooth, leather trim seating, cruise control, chrome scuff plates and HDD navigation system.
And not only do you get full climate control but there's a glass sliding sunroof as well - so you are treated to your cake and sixpence! It's good to see that at least a few manufacturers recognise that some of us like a blast of fresh air.
I took the Outlander down a few waterlogged tracks and the 'intelligent' four wheel drive system worked a treat, gripping firmly and digging in where a two-wheel-drive would have struggled for adhesion. It may be defeated by a full-blown cliff face or an Amazonian forest, but for most buyers its dexterity will be more than enough.
The Outlander is a welcome alternative to the growing band of SUVs and drives home the point that Mitsubishi has not lost its touch in turning out off-roaders.
FAST FACTS
Mitsubishi Outlander DI-D Elegance
Price: £24,766
Mechanical: 138bhp, 1,968cc 4cyl diesel engine driving all four wheels, via 6spd manual gearbox
Max speed: 116mph
0-62mph: 11.4secs
Combined mpg: 40.9
Insurance group: 12
CO2 emissions: 182k/gm
BiK rating: 26%
Warranty: 3yrs/unlimited miles,12yrs anti-rust, 6yrs paint