Mitsubishi Motors is one of the 20 largest automakers in the world, with half a century of history and sales on almost every continent. But the brand’s current lineup in the U.S. wouldn’t lead you to expect that.
The brand with the three-diamond logo has, over the years, sold great off-road SUVs, affordable pickups, and reasonably priced sports cars. It once had a world-class rally racing operation and a compact rally car so beloved it had a nickname (remember the Evo?).
Today, it sells just two compact SUVs similar enough that they compete with each other (the Outlander and Outlander Sport) and the Mirage, an affordable car with (checks notes) 78 horsepower. It’s not a stable worthy of the brand’s history.
But the company plans to change that. Mitsubishi this week outlined a 5-year plan that will see it introduce a new model every year between 2026 and 2030.
“Mitsubishi Motors is at a pivotal point in North America, charting a bold, clear, and attainable plan for our future success in the United States,” says Mark Chaffin, MMNA president and CEO.
Sporty, Rugged Van Would Be a Category of One
Industry publication Automotive News reports that the plan includes “a sporty passenger van” based on the D:X Concept unveiled at last year’s Tokyo Mobility Show. It would be a unique offering in the American market, with “the roomy cabin space of an MPV (multi-purpose vehicle), the road handling of an SUV,” and plug-in hybrid (PHEV) capability, letting it use electricity for short trips and gasoline for longer drives.
Smaller SUV, Outback Rival Planned
Other plans include a more rugged, off-road-oriented SUV based on the Outlander platform. A dealer speaking anonymously to AN called it “Subaru Outback-like.” A PHEV crossover smaller than the Outlander may also be in the works.
Dealers reportedly asked Mitsubishi for a new pickup as well, but the company has no plans for one yet.
The report doesn’t mention the return of Mitsubishi’s mothballed Ralliart performance brand, but the company has been teasing that development for two years.
Plans for More Dealerships
Mitsubishi will also look to grow its dealership network. The company says it “will expand into new markets around the U.S. in which it does not currently have a retail footprint, in order to make the company’s vehicles more accessible to more customers.”
That could help with sales, as shoppers interested in a Mitsubishi product today face worries about few dealers and limited service locations.
It’s a lot of promises for a brand that, today, has just a shadow of its former presence in the U.S. market. But Mitsubishi has an international infrastructure that newer growth-oriented brands lack, and partnerships with Renault and Nissan that could give it more resources.
Let’s hope the expansion works. We’d love to see the Subaru WRX/Mitsubishi Evo rivalry reborn.
