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Mitsubishi is struggling in North America, as its lineup on this side of the globe has mostly gone stale. Fortunately, the automaker has just revealed a plan to turn things around, which it calls 'Momentum 2030.' With this strategy in place, the company will look to widen its appeal by doubling the amount of models available in showrooms––including more electrified options––while also opening up more dealers across the continent.


Between 2026 and 2030, Mitsubishi will launch a new or redesigned vehicle every year. Two of them will be completely new models that enter segments the brand has either abandoned previously or never competed in before.



While the majority of these new models will take the form of crossovers, there is at least one exciting new segment that Mitsubishi plans to enter. An unnamed dealer told Autonews that there is a new van-like model in the works, based on the D:X Concept that made an appearance at last year's Japan Mobility Show. The funky off-road vehicle will be classified as a minivan, featuring a six-seater layout, a plug-in hybrid powertrain, and futuristic styling with resemblance to the Delica. The dealer also spoke of off-road tires to "convey a sense of strength," but we hope Mitsubishi makes some real effort rather than making some half-baked psuedo-SUV that fails to hide the 'mom's minivan' look.


The same dealer also spoke of a new rugged variant of the Outlander, which will arrive next year with "Subaru Outback-like" styling. Next will be a small plug-in hybrid crossover, which is set to take the place of the Mirage as the brand's entry-level offering.


Momentum 2030 will also see the introduction of Mitsubishi's first fully-electric vehicle, though details are scarce. Previous reports suggested that the new EV will be co-developed with Nissan, and the two companies are also supposed to partner up to make a pickup truck. At least one of these models will also be built in North America.


Mitsubishi also plans to reach more customers by expanding its dealer network, and these showrooms are expected to debut an updated image for the brand.


"Mitsubishi Motors is at a pivotal point in North America, charting a bold, clear and attainable plan for our future success in the United States," said Mark Chaffin, president and CEO of Mitsubishi Motors North America. "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."



Image Credits: Mitsubishi
Future Cars
May 27, 2024
 •

Mitsubishi Could Reignite Its U.S. Lineup With This Funky Off-Road Van

The brand looks to revive its dying lineup with a new 'Momentum 2030' strategy.

Mitsubishi is struggling in North America, as its lineup on this side of the globe has mostly gone stale. Fortunately, the automaker has just revealed a plan to turn things around, which it calls 'Momentum 2030.' With this strategy in place, the company will look to widen its appeal by doubling the amount of models available in showrooms––including more electrified options––while also opening up more dealers across the continent.


Between 2026 and 2030, Mitsubishi will launch a new or redesigned vehicle every year. Two of them will be completely new models that enter segments the brand has either abandoned previously or never competed in before.



While the majority of these new models will take the form of crossovers, there is at least one exciting new segment that Mitsubishi plans to enter. An unnamed dealer told Autonews that there is a new van-like model in the works, based on the D:X Concept that made an appearance at last year's Japan Mobility Show. The funky off-road vehicle will be classified as a minivan, featuring a six-seater layout, a plug-in hybrid powertrain, and futuristic styling with resemblance to the Delica. The dealer also spoke of off-road tires to "convey a sense of strength," but we hope Mitsubishi makes some real effort rather than making some half-baked psuedo-SUV that fails to hide the 'mom's minivan' look.


The same dealer also spoke of a new rugged variant of the Outlander, which will arrive next year with "Subaru Outback-like" styling. Next will be a small plug-in hybrid crossover, which is set to take the place of the Mirage as the brand's entry-level offering.


Momentum 2030 will also see the introduction of Mitsubishi's first fully-electric vehicle, though details are scarce. Previous reports suggested that the new EV will be co-developed with Nissan, and the two companies are also supposed to partner up to make a pickup truck. At least one of these models will also be built in North America.


Mitsubishi also plans to reach more customers by expanding its dealer network, and these showrooms are expected to debut an updated image for the brand.


"Mitsubishi Motors is at a pivotal point in North America, charting a bold, clear and attainable plan for our future success in the United States," said Mark Chaffin, president and CEO of Mitsubishi Motors North America. "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."



Image Credits: Mitsubishi

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Mitsubishi Could Reignite Its U.S. Lineup With This Funky Off-Road Van

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