Mitsubishi Unveils U.S. Expansion Strategy: More Plug-In Vehicles Ahead


Mitsubishi has unveiled its ambitious plan, “Momentum 2030,” to ramp up its presence in the US auto market. The Japanese automaker aims to release a new vehicle every year between 2026 and 2030, focusing on hybrids, plug-in hybrids, and electric vehicles. This strategy marks a significant shift for Mitsubishi, which currently has a limited electric vehicle lineup, with only the Outlander available as a plug-in hybrid.

Why does it matter?

With its US market share dwindling, Mitsubishi is making a bold move to attract more buyers by introducing a range of environmentally friendly vehicles. The brand plans to refresh its dealer network and retail sales model to align with its futuristic vision. By offering a mix of hybrids, plug-in hybrids, and fully electric models, Mitsubishi is positioning itself for success in a competitive and evolving automotive landscape.

Mark Chaffin, the president and CEO of Mitsubishi Motors North America, expressed confidence in the brand’s future, emphasizing the pivotal nature of the next decade for Mitsubishi in North America. The introduction of new models, including an off-road van with seating for six and a plug-in hybrid powertrain, reflects Mitsubishi’s commitment to innovation and customer satisfaction.

How is it going to shape the future?

In line with its expansion plan, Mitsubishi intends to launch a more rugged version of the Outlander in 2025 and introduce a small plug-in hybrid crossover to replace the Mirage. The brand’s partnership with Nissan to develop a US-spec electric pickup demonstrates its commitment to sustainable mobility solutions. While Mitsubishi’s EV offerings have been limited in recent years, the company’s history of pioneering electric vehicles bodes well for its future endeavors in the rapidly growing electric vehicle market.

Overall, Mitsubishi’s strategic push towards electrification and expansion in the US signifies a new chapter for the brand, one focused on innovation, sustainability, and regaining market relevance. As consumer preferences shift towards greener transportation options, Mitsubishi’s investment in plug-in vehicles sets the stage for an exciting and promising future in the American automotive industry.