Mitsubishi’s resurgence in the United States in recent years has caught the attention of many industry observers. The brand, once struggling with a stagnant lineup and declining sales, has managed to turn things around with its latest offerings, particularly the Mitsubishi Outlander and Outlander PHEV. This success has laid the foundation for the company’s new strategic plan, Momentum 2030, which aims to further propel Mitsubishi’s growth.
Mark Chaffin, President and CEO of Mitsubishi North America, explains that Momentum 2030 will usher in new powertrains, vehicles, dealerships, and technologies to enhance the overall shopping and ownership experience. This announcement has sparked excitement among automotive enthusiasts, as the prospect of “new powertrains and new vehicles” always generates interest.
One intriguing addition to Mitsubishi’s lineup could be a passenger van inspired by the D:X Concept, which received high praise when it was unveiled in Tokyo last year. According to insiders at Mitsubishi’s Momentum 2030 program, the van will cater to the growing number of Americans embracing off-road lifestyles like camping and overlanding. While some of the concept’s futuristic features may not make it into production, the van is expected to maintain rugged credentials and feature a plug-in hybrid powertrain. With its three-row, six-passenger seating and true off-road capabilities, this vehicle could appeal to adventurous families.
In addition to the passenger van, Mitsubishi is reportedly developing a model that follows the successful Subaru Outback philosophy. This vehicle would take the Outlander crossover platform, add a small lift, off-road-appropriate wheels and tires, roof racks, and unique styling elements. The result would be a standalone model that caters to outdoors enthusiasts. Given the competitiveness of the Outlander in its segment, this product seems like a sure bet for Mitsubishi. Incorporating the Outlander PHEV powertrain would further enhance its appeal.
Furthermore, there are rumors that Mitsubishi is considering the production of electrified pickups in the future. While the brand sells popular pickup truck models in other markets, it hasn’t offered a proper truck in the United States since the ill-fated Dakota-based Raider, which was a collaboration with Dodge. However, as reported by Automotive News, Mitsubishi may now be exploring the possibility of electric trucks. It remains to be seen if this idea will materialize, but if it does, it is expected to take some time before any electric Mitsubishi trucks hit the market.
Overall, Mitsubishi’s Momentum 2030 plan holds promise for the brand’s future in the United States. The potential addition of a rugged passenger van, an outdoors-oriented crossover, and electrified pickups showcases Mitsubishi’s commitment to diversifying its lineup and meeting the evolving needs of American consumers. With these new offerings, Mitsubishi aims to continue its upward trajectory and solidify its position in the competitive American market.
