Mitsubishi Motors North America, once a formidable force in the automotive industry, now struggles to maintain its relevance. The company’s recovery plan, “Mitsubishi Motors Momentum 2030,” announced in May, has yielded little tangible progress.
Despite promises of expanded electrification options, new vehicles, increased dealership presence, and technological advancements, the only significant announcement has been a mid cycle refresh for the 2025 Outlander. Even this update is scheduled for early 2025, lagging behind other automakers’ plans for the 2026 model year.
The slow pace of Mitsubishi’s recovery is particularly concerning given the rapid advancements in the automotive industry. Electric vehicles are gaining momentum, and consumers are increasingly demanding features such as advanced driver assistance systems and connectivity options.
Mitsubishi’s failure to keep up with these trends risks further eroding its market share and customer base. Furthermore, the company’s reliance on digital car content creators raises questions about its ability to innovate and develop truly compelling products. While virtual design tools can be valuable, they are no substitute for real world testing and customer feedback.
Mitsubishi needs to invest in research and development and collaborate with industry leaders to develop vehicles that meet the needs of today’s consumers. Mitsubishi Motors North America faces a challenging road ahead. To regain its former position in the automotive industry, the company must accelerate its recovery efforts, invest in innovation, and develop products that resonate with consumers.
The future of Mitsubishi depends on its ability to adapt to the changing world of the automotive market. Mitsubishi’s decision to phase out the Mirage series has left the company with a smaller lineup, focusing on the Outlander Sport, Eclipse Cross, and the popular Outlander and Outlander PHEV. This strategic move opens the door for the return of the Pajero Sport, a mid-size SUV that could compete with established rivals like the Jeep Wrangler, Ford Bronco, Toyota 4Runner, and Land Cruiser.
Recent spy photos have confirmed that a new generation of the Pajero Sport is in development, addressing the current model’s aging design. The updated design is expected to offer a more modern and stylish appearance while maintaining the rugged capabilities that have made the Pajero Sport a popular choice among off road enthusiasts.
The return of the Pajero Sport to the market could provide Mitsubishi with a significant boost in sales and strengthen its position in the competitive SUV segment. The model’s combination of off-road prowess, comfort, and practicality could appeal to a wide range of consumers.
