Actually, I believe the first MOD was in 2005. Pretty sure that was the only time I ever saw any Monteros there, too. It's since turned into 500 Evos "hard parking," and everyone else feels a little left out. Still, those are the folks buying new Mitsus these days, those are their enthusiast customers. The rest of us, with our $2000 projects assembled with aftermarket parts aren't.
I'd also offer that the Chicken Tax keeps MMC's award winning trucks from competing in North America. Only reason we get the Tacoma and Titan here is probably because theyre built here. "The most dependable, longest lasting trucks" outside the US are not Big 3.
If you were at the first one then you saw mine, & Carlos' (cap510) rigs. I don't recall who else went. Yes it's definitely turned into an evo-fest although the starquests and gt3000's are also well represented.
the reason people weren't buying new Montero's and building them up as 4x4's is because they were never really marketed as 4x4's... Just boring people carriers. I'm sure every new Jeep buyer dreams of off roading their vehicles and some may even take them off road but the majority (98%) won't until the warranty & lease/loan has run out or if they do only on dirt roads and not hard core technical terrain. Once the least/loan is done though? Out come the upgrade and dirt here we come!!
Also, its the Marketing that creates a perception for the customer of what they can do with their rides.
In Mitsu's case... Pathetic, road driving. No mention of winning the most Dakar trophies, working in harsh 3rd world conditions with no roads for the vehicles entire life, etc.
In Jeep's case, outstanding... So good that they can up charge for a vehicle with far inferior ride comfort and until the Rubicon, far inferior components (Dana 35's and 33" tires off road?!? Really?? Good luck with that!!).
