A year ago, I thought Mitsubishi might not survive in the US past 2030 without big changes. But now, Mitsubishi has a new plan called Momentum 2030. It’s a five-year plan to save the brand before 2030.
Mitsubishi is a Japanese car company. It started in 1870. Now, it’s part of the Mitsubishi Group and the Renault-Nissan-Mitsubishi Alliance. It’s known for making cars like the Pajero and Lancer Evolution.
Mark Chaffin, the president and CEO of Mitsubishi Motors North America, said, “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.”
The plan has four main parts:
1. Making more electric cars.
2. Having new and better cars.
3. Making the sales process modern.
4. Having more dealers and selling more cars.
They want to make or improve a car every year until 2030. Right now, they sell four cars in the US: Outlander, Outlander Sport, Mirage, and Eclipse Cross.
They didn’t say exactly what new cars are coming. But they said they will almost double the number of cars they sell by 2030. The plan is to make a small SUV that uses electricity and gas. It should come out in 2025. They also want to make a van for adventures. It might be a version of a van they showed in Japan. And there might be a small truck, but they haven’t said much about that.
Mitsubishi’s sales have been going down. But they hope the new cars will help. They sold 102,037 cars in 2021, but only 87,340 in 2023.
Mitsubishi is also going to make more electric cars. They want to make electric cars, cars that use both gas and electricity, and cars that just use gas. They hope this will help them sell more cars. They also plan to make cars in the US at Nissan factories. They want to use some factories that make Nissan cars to make Mitsubishi cars too.
Chaffin said, “The next 10 years will be great for this brand. Mitsubishi 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.”
