Mitsubishi is looking ahead confidently with its newly revealed five-year plan, “Mitsubishi Motors Momentum 2030,” which maps out the brand’s trajectory towards electrification, product expansion, and retail market growth following discussions with its national dealership group. “Mitsubishi Motors is at a pivotal point in North America, charting a bold, clear, and attainable plan for our future success in the United States,” said Mark Chaffin, MMNA CEO.
“Back in 2018, we started to consider our path forward, and that plan brought us a new headquarters location in Tennessee; new vehicle launches that led to record Internet search results, sales records, and brand successes; and outstanding dealer partners winning customer satisfaction awards.
Momentum 2030 will build on that, setting the stage for new powertrains and vehicles being introduced, new dealerships being opened, and new technologies being developed to make the shopping and ownership experience faster, easier, and more enjoyable.”
The plan revolves around four central pillars: electrification, product lineup expansion, sales model modernization, and network expansion. While all components are crucial, the focus lies primarily on electrification and product expansion, which are intricately linked and carry significant weight in shaping Mitsubishi’s future in North America.
A further benefit of Momentum 2030 will be the increased investment in both people and production across North America. Some vehicles will be produced locally utilizing Alliance assets, further integrating MMNA into the North American market. MMNA aims to lead industry change and evolution by modernizing its sales and service model.
This will include the introduction of more technology into the sales process, appealing to the brand’s younger, more tech-savvy customer base. To make its vehicles more accessible, MMNA will expand into new markets in the U.S., where it currently does not have a retail presence. This expansion is expected to significantly increase the company’s sales numbers by 2030. New retail concepts will shape the future look and feel of these new facilities.
Chaffin closed the recent dealer meeting by stating, “The next 10 years will be great for this brand. MMC is making a significant investment to ensure our collective future. Momentum 2030 will drive more sales, more service, more Mitsubishi vehicles on the road and more Mitsubishi dealer partners around the country. Yes, this is our time, Team Mitsubishi.”
With Momentum 2030, Mitsubishi Motors North America is poised for a transformative decade, setting the stage for substantial growth and innovation in the automotive industry.
The car manufacturer aims to reveal one fresh or thoroughly revamped model annually from 2026 to 2030, effectively doubling its current range. Chaffin indicates that two of these newcomers will venture into segments currently unexplored by Mitsubishi in North America.
One of these will probably be the mid-size pickup co-developed with Nissan. The second newcomer seems to be a realization of the D:X Delica van for potential introduction to the U.S. market. Exciting prospects lie ahead.