Tuesday, June 18, 2024
NewsMitsubishi plans line-up growth in North America; teases Delica sized MPV

Mitsubishi plans line-up growth in North America; teases Delica sized MPV

  • Two entirely new models are expected in the coming years in North America.

  • Mitsubishi still believes in a mix of powertrains in the electrified era.


 

Mitsubishi, like its competitors, needs to think about its future strategy. And recent setbacks related to the adoption of electric cars only complicate the task for strategists at any car brand, even Mitsubishi, which doesn’t have as large a footprint as its native market Asia on this side of the Pacific Ocean.

Mitsubishi D:X concept | Photo: Mitsubishi

That’s why Mitsubishi’s Canadian wing held its annual Canadian dealer meeting earlier this week in Nashville, Tennessee. Mitsubishi Canada CEO Kenji Harada described the meeting as the most important in the company’s history in Canada. In fact, it was during this gathering that the automaker communicated its strategy for the future, dubbed Momentum 2030.

Mitsubishi D:X concept | Photo: Mitsubishi

“Over the past three years, Mitsubishi Motors in Canada has laid the groundwork for the future […] Together with our dealer partners, we have invested in our infrastructure and our people, and we have modified our digital marketing strategy to be ready to offer an unparalleled customer experience. This work has enabled us to prepare for a more competitive future,” said Mr. Harada.

Mitsubishi D:X concept | Photo: Mitsubishi

In the Canadian market, Mitsubishi has achieved steady growth in 2023 with over 10,000 Outlander PHEVs and more than 10,000 ICE-powered Outlanders. The compact crossover alone – one could almost call it a mid-size model – accounts for more than half of all sales here.

The accompanying image shows what we can expect from Mitsubishi in the future. The company has reiterated its support not only for electric technology, but also for hybrid and plug-in hybrid options. We can therefore conclude that the Mitsubishi model range will be more extensive in the months and years to come, at least in terms of electrified models. For the moment, only the Outlander PHEV is part of the three-diamond brand’s electrification drive.

Mitsubishi D:X concept | Photo: Mitsubishi

Mitsubishi has also declared that two new models will be added to the Canadian line-up over the coming seasons, in segments where the company is not currently registered. In the center of the image, we can see a silhouette very similar to the D:X concept revealed at the 2023 Japan Mobility Show. In a way, it’s a vision of the future of the current Delica panel van, which has been on the Japanese market for several years. With the trend towards adventure vehicles, Mitsubishi could well have a niche vehicle of great interest to this specific audience.

Mitsubishi D:X concept | Photo: Mitsubishi

As for the other all-new vehicle, its identity is unknown, but it’s safe to assume that Mitsubishi will return to the more lucrative rugged 4×4 segment. Finally, between 2026 and 2030, Mitsubishi plans to renew one model in its range per year. There will therefore be a range of models renewed between now and the end of the decade. The RVR, Eclipse Cross, Outlander and Outlander PHEV will therefore be redesigned or extensively overhauled in the coming years.

 

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