Mitsubishi Plans Significant U.S. Market Expansion
Mitsubishi is poised for a significant transformation in the U.S. automotive market, with its North American CEO, Mark Chaffin, outlining a bold strategy to double the company's vehicle offerings by the close of the decade. This ambitious initiative aims to reverse recent sales declines and address a shrinking product portfolio, signaling a renewed commitment to the American consumer. The plan includes the introduction of an electric crossover and a more robust Outlander model within the next two years, with additional vehicles slated for development.
The automotive manufacturer's U.S. lineup has recently dwindled to just four models following the discontinuation of the Mirage, which has also contributed to an over 11% drop in sales during the first three quarters of the current year. This reduction, coupled with the absence of domestic manufacturing and an aging product range, has placed Mitsubishi at a disadvantage in a competitive market influenced by tariff pressures. In response, Chaffin conveyed to retailers that a "strategic shift" is on the horizon, promising to "significantly strengthen" the brand's standing in the U.S. market and emphasizing North America's continued importance.
Central to this revitalization are two confirmed new models. The first is an electric crossover, expected to debut in mid-2026, which will leverage technology from the redesigned Nissan LEAF. This model is anticipated to feature a 75-kWh battery and a 214-horsepower front-motor configuration, with a smaller 52-kWh option also planned, highlighting Mitsubishi's increasing collaboration with Nissan. Following this, late 2026 will see the arrival of a toughened-up Outlander variant, designed with distinctive styling and an enhanced off-road capability, positioning it within the burgeoning adventure-crossover segment.
Beyond these two imminent releases, Mitsubishi has two additional vehicles in its development pipeline, though specifics remain under wraps. Dealers have expressed a strong desire for the return of a sedan and the introduction of a pickup truck. The prospect of a new sedan has reignited discussions about a potential revival of the Lancer Evolution, hinting at either a traditional or an electrified sporty model. Concurrently, Mitsubishi and Nissan are exploring the joint development of a midsize pickup, potentially offered with hybrid or electric powertrains, which could draw inspiration from the Nissan Frontier. While earlier plans considered manufacturing in Mexico, tariff considerations might shift production to the U.S. if the project advances.
This aggressive product expansion, driven by a strategic alliance with Nissan and a focus on electric and ruggedized vehicles, represents Mitsubishi's commitment to rebuilding its market share and offering a more diverse and competitive range of automobiles to American consumers.