Mitsubishi Unveils U.S. Plan
The automaker announced a strategy that includes an expanded lineup and dealership presence, along with more ‘rugged’ and electric models.

Mitsubishi announced an expanded 2027 lineup but kept finer details in the dark.
Mitsubishi Motors
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.
Originally posted on F&I and Showroom
More Industry

War Toll a Damper on Used Auto Prices
Cox Automotive found wholesale depreciation to be elevated in September amid high fuel prices and this year's unusual hurricane season.
Read More →
Bridge the Maintenance Gap
With many drivers missing recommended maintenance, service departments offering transparency and efficiency have a better chance of reaching financially strained consumers.
Read More →
California Store Has New Owner
The longtime dealership in the northern part of the state is known for robust fleet sales and has served the state capital for 115 years.
Read More →
BMW Plant Pursues Cleaner Energy
BMW Group Plant Leipzig has utilized hydrogen to help power its production since 2013, but a new pipeline is planned to take it to another level.
Read More →
Auto Affordability Inches Up
The latest Cox Automotive and Moody’s Analytics index shows a slight increase in new-vehicle affordability despite high prices.
Read More →
Ohio Auto Group Under New Ownership
After 79 years with the Schluter family, Mansfield Auto Group has been acquired by Missouri-based Clement Auto Group.
Read More →
RV Group Expands Carolina Footprint
Blue Compass RV Columbia Northeast is the 13th RV dealership owned by Blue Compass in the Carolinas.
Read More →
Agent Acumen
An Agent Summit panel of people who’ve been supporting auto dealers for years gave both timely and timeless advice for those starting out or mulling the prospect.
Read More →
Missed Maintenance Creates Opportunity
As families get back on the road and into daily school routines, service drives have an opportunity to capture customers who are behind on recommended vehicle maintenance.
Read More →
Selling to Grow
The question of whether you should sell your agency and if so, when, is up to you. But it’s a question worth asking to ensure you keep the business on the right path for yourself, employees and clients.
Read More →