Mitsubishi Unveils U.S. Plan

Mitsubishi, looking to turn around its fortunes with a business plan aimed at America-friendly lineup strategy, held a private meeting with U.S. dealers to discuss its Momentum 2030 plan, providing more details on a reset it announced in June.

Plans include returning to the pickup truck segment and emphasis on “adventure-oriented and off-road-capable” models to meet demand for “rugged and versatile” vehicles.

The pickup is planned as a product of its collaborative relationship with fellow Japanese brand Nissan.

Mitsubishi said it will also expand its electric-vehicle line and its U.S. dealer network.

The changes will grow its U.S. lineup next year from four models to six, the automaker said. They are the Outlander Sport, Eclipse Cross, the new Eclipse Sportback EV, Outlander, Outlander plug-in hybrid and a new Outlander variant whose model name hasn’t yet been announced.

The company, which plans to reintroduce its Pajero SUV, which it discontinued in 2021, said it hasn’t decided whether the model will be sold in the U.S.

“Mitsubishi Motors is fully committed, and the path forward for the U.S. market is clear,” said President and CEO of Mitsubishi’s North American arm, Mark Chaffin.

“This is the most comprehensive growth plan we have ever undertaken in the region, built around delivering greater value to customers, creating new opportunities for our dealer partners, and strengthening the long-term future of the brand.”

Mitsubishi also mentioned modernizing its retail sales model as a major aspect of its new strategy, though it didn’t elaborate. It recently unveiled a studio-style dealership in the Nashville, Tenn., metro area that it refers to as a gallery.