by New Mitsubishi commercial evokes memories and hints at a comeback
The Mitsubishi company, together with its Ralliart division, has appealed to the memories of rally racing fans in a new nostalgic advertisement. It reminds us of what the brand once was, but has long since ceased to be. The clips, filled with heritage, do their job, but it’s the mysterious off-roader in the final scenes that captures attention, as if signaling the return of the Pajero model in a new generation.
The advertisement titled “I Love Adventure-Prone People” combines footage from Mitsubishi’s legendary performances in the World Rally Championship and the grueling Dakar Rally. The narrator in the voiceover reflects on a period described as a “black hole” for Mitsubishi, hinting at a loss of momentum. Then a rally-prepared Triton pickup appears, speeding across rough terrain to the riffs of Eric Clapton’s “Layla.” This vehicle earned its accolades by winning the 2025 Asia Cross Country Rally in full Team Ralliart livery.
Is this the next Pajero?
Closer to the end of the video, the Dakar winner, the Pajero, appears crossing the desert, followed on the road by a new off-roader. This model strongly resembles prototypes spotted during testing in mid-2025, although it has slightly less camouflage. The new vehicle has the characteristic upright, boxy stance of an off-roader. Its proportions are reminiscent of classic body-on-frame SUVs, with a sculpted hood, square wheel arches, vertical LED accents on the bumper, and robust roof pillars.
The new model year may become the first step towards new adventures for you. Starting today, we will begin broadcasting a new corporate advertisement. No matter how many times you fail, no matter how many obstacles you encounter on your path, you must not stop. This is a corporate advertisement filled with our desire to share with more customers our faith, forged through motorsport. RALLIART will also continue to move forward towards new adventures.
The model’s heritage and future
The appearance of the off-roader immediately after the Pajero only added fuel to rumors of its return to the Mitsubishi lineup. This model, sold as the Montero and Shogun in various markets, was produced from 1981 to 2021 in four generations. In motorsport, it has an impressive record of 12 overall victories at the Dakar Rally, including an uninterrupted series of seven wins between 2001 and 2007. This name was also used for three generations of the Triton-based Pajero Sport model, which has been produced from 1996 to the present. This model is also a likely candidate for a serious update, as the current version has been on sale since 2015, with facelifts carried out in 2019 and 2024.
For now, Mitsubishi has not yet confirmed what exactly will appear at the upcoming Tokyo Auto Salon. However, given that the exhibition is scheduled for January 9–11, it would not be a surprise if more information emerges in the coming days or even a concept car debut takes place.
Mitsubishi’s history, especially in rally and Dakar, remains a powerful brand asset. Appealing to this heritage in advertising not only evokes warm feelings among long-time supporters but could also be a strategic step to attract a new audience that values authenticity and history. The emphasis on “adventure” and “moving forward despite obstacles” clearly indicates the company’s desire to reclaim its image as a rugged and technologically progressive manufacturer. The final image of the new off-roader, stylistically linked to the legendary Pajero, could become that very “new step” mentioned in the Ralliart address, symbolizing not just the launch of a new model, but an attempt to revive the spirit of the brand.
