On the Dash:
- Mitsubishi plans to add a new pickup as it expands into segments its dealers have long wanted to enter.
- The automaker will grow its U.S. lineup from four models today to six in 2027, including new electrified offerings.
- Mitsubishi aims to expand its market coverage from about one-third of U.S. sales markets to more than half.
Mitsubishi is planning to expand its U.S. lineup and market presence as part of its Momentum 2030 strategy. Currently, the automaker offers four models in the U.S. and aims to increase this number to six by 2027. The expanded lineup will feature:
- Outlander Sport
- Eclipse Cross
- Eclipse Sportback EV
- Outlander
- Outlander PHEV
- A new rugged variant of the Outlander.
The refreshed Outlander and Outlander PHEV models have already reached dealerships, while the Eclipse Sportback EV is expected to launch later this year.
Additionally, the automaker plans to return to the U.S. pickup market after exiting it in 2009, when it discontinued the Raider. Dealers have been advocating for the return of a pickup, although Mitsubishi has not confirmed where it will be manufactured. Reports suggest that the pickup may be sourced from Nissan’s U.S. plant, as it might share a platform with the next Nissan Frontier. This new vehicle will help Mitsubishi tap into a market segment and broaden its U.S. sales coverage.
Further, electrification remains a key component of Mitsubishi’s expansion strategy. The Momentum 2030 plan includes ongoing growth in electrified vehicles, with the Eclipse Sportback EV being sourced directly from Alliance partner Nissan. The Outlander PHEV provides the brand with another electrified option as it expands its offerings. The strategy aims to combine electrified vehicles with additional gas-powered and rugged options rather than relying on a single powertrain type.
Mitsubishi is working to reach more U.S. shoppers, as it currently covers about one-third of the country’s sales markets. The goal is to increase this coverage to more than half. The expanded product lineup and the introduction of the pickup will provide dealers with more opportunities to attract customers in regions where the brand has historically had a limited presence. The plan also involves network expansion and sales growth.
Dealers have consistently expressed interest in Mitsubishi competing in additional segments, and the new pickup directly addresses this long-standing request. The additional rugged Outlander variant is designed to appeal to more adventurous customers, potentially attracting individuals who may not have previously considered Mitsubishi.
The Momentum 2030 strategy includes evolving the retail approach beyond new products alone, with network expansion and sales growth as essential components of this plan. By combining a wider range of products, increased market reach, and modernized retail practices, Mitsubishi aims to strengthen its presence in the U.S. market. However, simply increasing inventory will not drive growth unless dealers can effectively communicate the expanded lineup and reach new customers.
