Mitsubishi is eyeing a potential entry into the midsize and compact pickup truck market in the United States, as it seeks to revamp its range and expand its footprint in the country. The Outlander and Outlander PHEV are the only models of note currently in Mitsubishi's US lineup. According to Cason Grover, Mitsubishi's Director for Product Planning in North America, the automaker is keen to explore this market segment.
"It's an area we're certainly interested in because we have a lot of global success. We have history in the US as well," said Grover. "We'd love to be able to do it."
The Mitsubishi Triton, sold previously in the United States as the Mighty Max and Dodge Ram 50, might provide an option for Mitsubishi's entry into the market. The Chicken Tax, which imposes a 25% import duty on light trucks and vans, had allowed imported trucks to be classified as chassis cabs, which incurred only a 4% import duty. However, the loophole was closed in 1989 with a vehicle reclassification.
"At the end of the day, we don't have US manufacturing right now, and fundamentally the Chicken Tax is [a problem]," said Grover. "You can't just wedge that [the current fifth-generation Triton] into somebody else's plant over [in the USA].
"So anything we would do-and this is just hypothetical-we'd likely have to go to an alliance partner that does build [a midsize pickup truck]."
Fortunately, Mitsubishi has access to local plants through the Renault/Nissan/Mitsubishi alliance, which could enable it to produce a new midsize pickup based on the Navara platform, according to a recent report. The Nissan Frontier, which uses the same platform, is manufactured in Canton, Mississippi. Mitsubishi's fifth-generation Triton is also due for replacement, having been on sale for approximately eight years.
The next-generation Navara and Triton are reportedly being developed side-by-side. Based on the existing Navara platform, the new midsize pickup would be a significant gain for Mitsubishi. Grover even hinted that Mitsubishi may compete with the popular Ford Maverick.
These plans are not yet final, but Mitsubishi is keeping a close eye on the US market and is eager to expand its presence with a new midsize pickup.
Source: The Drive