how mitsubishi plans to get its mojo backMitsubishi has outlined updated details regarding its "Momentum 2030" business strategy, detailing plans to expand its U.S. product lineup from four to six models by 2027, re-enter the North American pickup truck segment, and launch its first battery-electric vehicle in the market.The automaker presented the updated plan and future vehicle concepts to dealer partners during a private meeting in Franklin, Tennessee. The corporate roadmap focuses on four primary objectives: electrification, product lineup expansion, dealership model updates, and network sales growth.Lineup Expansion and Upcoming ModelsMitsubishi's near-term strategy focuses on increasing its U.S. vehicle offerings to six distinct models by 2027:AdvertisementAdvertisementEclipse Sportback EV: An all-new battery-electric SUV scheduled to launch in late 2026.Rugged Outlander Variant: An off-road-focused addition to the Outlander family, planned for arrival in the first quarter of 2027 (formal model name to be announced).Outlander & Outlander PHEV: Continuation of the brand's core compact crossover and plug-in hybrid model.Outlander Sport & Eclipse Cross: Remaining in the portfolio to cover the entry-level and subcompact crossover segments.In addition to the core SUV lineup, Mitsubishi announced its intention to re-enter the North American pickup truck segment by leveraging its partnership with Nissan. Specific specifications, platforms, and release timelines for the proposed truck were not disclosed.Globally, Mitsubishi also confirmed the return of the Montero (known internationally as the Pajero). However, the company noted that no official decision has been made regarding whether the Montero will be sold in the United States."When we launched Momentum 2030, many questioned whether such an ambitious vision could be achieved," said Mark Chaffin, president and CEO of Mitsubishi Motors North America. "Today, that vision is taking shape. Mitsubishi Motors is fully committed, and the path forward for the U.S. market is clear."Mitsubishi's Iconic 4x4 Will Debut On September 2ndMitsubishi's Iconic 4x4 Will Debut On September 2ndAs far as marques go, Mitsubishi as an automotive manufacturer has been faltering as of late. That's actually a severe understatement, thanks to uninspired efforts like the Eclipse Cross, but there's hope on the horizon: The iconic Pajero name-known as the Montero in North America-is set to return as a true four-by-four, and we don't have long before it debuts.Ross BallotRoss BallotAutoGuide's TakeIt has been a long time since Mitsubishi could legitimately claim to have a bright future or an exciting product lineup in North America. For years, the brand has operated on the fringes of the U.S. market with a thin selection of aging crossovers and entry-level cars.AdvertisementAdvertisementThere is no getting around the fact that much of this Momentum 2030 strategy relies heavily on badge engineering and platform-sharing-most notably with the planned pickup truck collaboration and the electric car, which will be a version of the Nissan LEAF. However, utilizing alliance resources is a practical necessity for a brand of Mitsubishi's current scale. What stands out here is that despite the shared architectures, this represents a far more thorough, cohesive, and aggressive product plan than anything we have seen from the brand in a long time. If Mitsubishi can execute on these timelines and bring genuine capability to its off-road and electrified offerings, it gives dealers and buyers a far clearer reason to pay attention.
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