That wasn’t a wrestling mask disguising the sexiest new vehicle shown at this year’s Los Angeles Auto Show—actually, it was just the awesome, stylish front end of the new Mitsubishi concept vehicle, the XR-PHEV. The new concept previews a production version, a new plug-in hybrid crossover that is sure to move the brand in a positive direction. However, the new car also previews something else—a whole new brand direction for Mitsubishi.

As Don Swearingen, North America Executive Vice President for Mitsubishi, said, the new concept will be a heavy influence on many new Mitsubishi models going forward. “We also brought it to L.A. to reinforce the message that Mitsubishi is here to stay in the United States,” Swearingen said. “As we regrow the brand, we will introduce new models while updating existing ones, creating a new look and a new value proposition for the brand.”

Come see us at Bell Mitsubishi sometime soon to check out the inventory and imagine your favorite Mitsubishi vehicles with a sexy, stylish new hood and overall design. Plus, you can give yourself a holiday present by buying one of those awesome Mitsubishi vehicles for yourself as well. We can’t wait to see you—hurry in to check out all the end of year deals!

New Mitsubishi concept