Mitsubishi’s Struggle in US Market: Can Pajero Revival Save the Brand

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Mitsubishi's Struggle in US Market
Mitsubishi's Struggle in US Market

While numerous automakers thrive in the U.S. market, Mitsubishi struggled, delivering just 28k vehicles in the first quarter. In contrast, brands like Toyota, American Honda, and Nissan witnessed significant sales increases. Mitsubishi’s lineup, comprising models like the Mirage, Outlander Sport, and Eclipse Cross, failed to resonate with consumers, with the Outlander being the exception.

To revive its fortunes, Mitsubishi must revisit its popular nameplates and capitalize on the booming crossover and SUV segment. Digital artists have envisioned the return of the Mitsubishi Pajero, leveraging the platform and visuals of the Outlander and Infiniti QX80. Rumors suggest a potential 2027 revival of the Pajero as a luxury PHEV, aligning with the digital design projects.

Mitsubishi's Struggle in US Market
Mitsubishi’s Struggle in US Market (Credit: Mitsubishi)

The prospect of a full-size SUV lineup comprising the 2025 Infiniti QX80, Nissan Armada, and Mitsubishi Pajero presents an intriguing opportunity. The alliance’s foray into the segment could invigorate Mitsubishi’s presence in America, catering to diverse consumer preferences and capitalizing on the brand’s heritage.

Despite challenges, Mitsubishi’s resurgence hinges on strategic product offerings and effective market positioning. A potential Pajero revival could signal a new chapter for the brand, aligning with consumer demand for versatile and capable SUVs.

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