Don’t let the name fool you. The Dodge Colt, like this 1978 recently sold on eBay Motors in Minneapolis, Minn., wears a Chrysler emblem. But the car is actually a Mitsubishi.
During the disco era, Mitsubishi Motors was left holding the bag as rivals like Toyota, Nissan, and Honda enjoyed success in the US market. Mitsubishi was eager to join the party but needed time to ramp up a dealer network and parts warehouses.
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So Mitsubishi partnered with Chrysler—which had sprawling coverage throughout the nation—by rebadging its cars as Dodges and Plymouths. It was a win-win because Chrysler needed to supply a market eager for fuel-efficient small cars after the 1973 oil crisis.
The Dodge Colt Has an Identity Crisis
The Dodge Colt nameplate was applied to several Mitsubishi models. In Japan, they were known as Galants, Mirages, and Lancers. In fact, the car for sale on eBay would have been sold as a Lancer in Japan and has the same lineage as the turbo Lancer Evolutions that arrived in the US in the 2000s. They had fame in the World Rally Championships, and so did this humble 1978 Colt.
In 1976, Mitsubishi entered the same-generation Lancer in the East African Safari Rally, one of the world’s toughest races at the time. The notorious contest spanned more than 3,000 miles over inhospitable desert terrain, often in hostile weather and with elevation changes that ranged from sea level to 7,000 feet. Mitsubishi entered several Lancers, which were almost entirely stock except for safety equipment like roll cages and auxiliary lighting.
The Lancer, with only a 1.6-liter four-cylinder engine - opens in new window or tab., surprised many race fans—not only taking first place but second and third as well. Those wins cemented Mitsubishi’s reputation for making rugged, durable machines capable of tackling the harshest climates on earth.
Mitsubishi Who?
Meanwhile, Dodge’s ads at the time capitalized on the Colt’s compact size and fuel economy. Americans were still reeling from the memory of long fuel lines. The Colt’s EPA rating of 46 mpg highway and 35 mpg city was incredibly appealing.
Surviving one of the most onerous races on the planet could have been a selling point as well. But Americans didn’t (and still don’t) follow rallying like the rest of the world.
The Dodge Colt’s identity was mostly as an economy car, so few collectors sought to preserve them. Meanwhile, prices for other Dodge-branded cars of the era have climbed to stratospheric levels, like this Daytona Charger - opens in new window or tab. that was listed for $350,000. Nonetheless, the car for sale was well cared for. It wears collector plates, has a remarkable lack of rust considering it’s a Minnesota car and, as a nod to its fuel-efficient roots, a previous owner kept a log book of fill-ups.
The odometer reads 43,167. But like many cars of the era, it only has room for five digits. However, given the clean condition of this Dodge Colt's white vinyl interior, it doesn’t look like it’s traveled 143,167 miles.
The rare blue-over-white paint appears to be in great shape as well. The only negative we can see is that the car is equipped with an automatic transmission - opens in new window or tab.. All things considered, the asking price of $5,500 is more than fair. You’ll own a piece of rallying history that few other Dodge or Mitsubishi owners know about.
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This article is meant to provide general guidance only. Automotive maintenance, repair, upgrade, and installation may depend on vehicle-specifics such as make and model. Always consult your owner's manual, repair guide for specific information for your particular vehicle and consider a licensed auto-care professional's help as well, particularly for advance repairs.