by Strategic Changes at Mitsubishi
The head of Mitsubishi in North America has promised dealers that the company is facing a serious “strategic change.” Among the immediate plans are the launch of an electric vehicle based on the Nissan Leaf, which is expected to appear in the summer of next year. A more off-road capable Outlander and a larger crossover are also expected by 2028.
Sales and Current Challenges
Mitsubishi’s sales in the United States increased by 25.8% last year, but by the end of the third quarter of this year, they had fallen by more than 11%. Furthermore, the company discontinued production of the popular Mirage model, and its existing lineup continues to age.
The situation appears complex, especially considering tariffs and economic uncertainty. However, the manufacturer is planning a “strategic change” that is intended to “significantly strengthen” its position in the American market.
Mark Chaffin, CEO of Mitsubishi Motors North America, noted that this change will be a “game-changing moment” and confirmed that North America remains a priority region for the company.
New Models and Expectations
The first new product will be an electric vehicle based on the updated Nissan Leaf. Its launch is scheduled for the summer of 2026. It is expected to inherit the Leaf’s technical specifications, including a 75 kWh battery and a 214 hp front-mounted motor. A variant with a smaller 52 kWh battery and a 174 hp motor is also possible.
By the end of 2026, an off-road version of the Outlander will join it. The company had previously stated that this model would feature a unique design, improved performance, and special off-road driving modes.
Further Plans and Dealer Requests
Additional models are under development, including a mid-size crossover that will be larger than the Outlander. Its release is possible in 2028; it may have three rows of seats and be manufactured in the USA by Nissan.
Dealers have also expressed interest in a mid-size sedan and a pickup truck, potentially based on the Nissan Frontier. The chairman of the Mitsubishi National Dealer Advisory Board noted that a sedan could fill a niche left by other manufacturers, and a pickup truck would be desirable for every dealer.
Mark Chaffin also announced that the company would expand its lineup to include not only electric vehicles but also models with internal combustion engines, hybrid, and plug-in hybrid versions.
These plans indicate Mitsubishi’s attempt to adapt to market demands by combining electrification with traditional technologies. The success of this strategy will depend on how quickly the company can introduce new products and respond to consumer demands, especially in conditions of growing competition.
