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Mitsubishi is watching in dismay as its small, dated U.S. lineup continues to turn away potential customers. So naturally, it plans to address that in the form of a new product plan that will be announced this spring. We're not sure how many new models this roadmap will bring, but it will at least provide some insight into the brand's plans for the next 5 to 7 years.


Mark Chaffin, chief of Mitsubishi North America, says 2024 will be a "platform for the next phase of Mitsubishi’s transformation." We wouldn't be surprised if at least one new model broke cover sometime before the end of the year, especially with Chaffin noting that "product is the key to furthering the acceleration of our brand transformation."


Mitsubishi New SUV

According to Automotive News, dealers are eager for the brand to launch an organized product plan, as Mitsubishi's lack of new models is depriving them of sales. "What the dealers have been most anxious to get news about is a nice product plan," one dealer told the outlet. "We have some holes in our lineup. We have customers that defect because we don’t offer [a larger crossover]."


Not only does Mitsubishi plan to revive itself with new models, but it will also work harder to market them by increasing advertising by as much as 15%. As a result, it plans for U.S. sales to increase by at least 5%.


"We’re making these investments to drive sales opportunities to our dealers," Chaffin continued. "In January, we saw [market share] growth, especially with Outlander. We saw a big increase in high FICO score customers coming to our brand."


Mitsubishi has made previous statements about launching 16 new vehicles within the next five years, including internal-combustion, hybrid, and fully-electric options. However, we weren't told how many would make it to U.S. shores. That said, we'll probably get all of the answers this spring.


Image Credits: Mitsubishi
Future Cars
Feb 24, 2024
 •

Mitsubishi Will Reveal North American Product Roadmap This Spring

Advertising will also increase by 15% in an attempt to find more buyers.

Mitsubishi is watching in dismay as its small, dated U.S. lineup continues to turn away potential customers. So naturally, it plans to address that in the form of a new product plan that will be announced this spring. We're not sure how many new models this roadmap will bring, but it will at least provide some insight into the brand's plans for the next 5 to 7 years.


Mark Chaffin, chief of Mitsubishi North America, says 2024 will be a "platform for the next phase of Mitsubishi’s transformation." We wouldn't be surprised if at least one new model broke cover sometime before the end of the year, especially with Chaffin noting that "product is the key to furthering the acceleration of our brand transformation."


Mitsubishi New SUV

According to Automotive News, dealers are eager for the brand to launch an organized product plan, as Mitsubishi's lack of new models is depriving them of sales. "What the dealers have been most anxious to get news about is a nice product plan," one dealer told the outlet. "We have some holes in our lineup. We have customers that defect because we don’t offer [a larger crossover]."


Not only does Mitsubishi plan to revive itself with new models, but it will also work harder to market them by increasing advertising by as much as 15%. As a result, it plans for U.S. sales to increase by at least 5%.


"We’re making these investments to drive sales opportunities to our dealers," Chaffin continued. "In January, we saw [market share] growth, especially with Outlander. We saw a big increase in high FICO score customers coming to our brand."


Mitsubishi has made previous statements about launching 16 new vehicles within the next five years, including internal-combustion, hybrid, and fully-electric options. However, we weren't told how many would make it to U.S. shores. That said, we'll probably get all of the answers this spring.


Image Credits: Mitsubishi

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Mitsubishi Will Reveal North American Product Roadmap This Spring

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