This strategy was first outlined by Mark Chaffin, President and CEO of Mitsubishi North America, who emphasized the development of new vehicles and powertrains.
Mark Chaffin stated regarding the brand’s forward-looking strategies: “Momentum 2030 will build on that, setting the stage for new powertrains and vehicles being introduced, new dealerships being opened, and new technologies being developed to make the shopping and ownership experience faster, easier and more enjoyable.”
Since 2018, Mitsubishi has seen a resurgence in its market presence, greatly aided by the success of models like the Mitsubishi Outlander. These efforts have been bolstered by collaboration with Nissan, a key partner in co-developing some of Mitsubishi’s current offerings including the Outlander PHEV. The new van model has drawn inspiration from the D:X Concept unveiled in Tokyo, featuring rugged designs tailor-made for off-road adventures along with three rows capable of seating six passengers.
Further enhancing their line-up, Mitsubishi plans to introduce an outdoorsy variant of the Outlander designed for enhanced off-road performance. Influenced by competitive models such as the Subaru Outback, this new variant will feature lifted passenger car platforms, specialized wheels and tires suitable for rough terrains, additional roof racks, and distinctive styling elements that underscore its outdoorsy appeal.
After all, Mitsubishi sells some popular pickup models in other markets around the world, but hasn't sold a real truck in the States since partnering with Dodge for the ill-fated Dakota-based Raider. But according to reports from Automotive News, Mitsubishi may be looking to the future with electrified pickups instead. We'll just have to wait and see if anything comes of this idea, but we'd guess that if any electric trucks from Mitsu do make it into production, it won't be anytime soon.
Source: Automotive News