Japanese legacy automaker Mitsubishi has just revealed its five-year expansion plan for the US market through the end of the decade, dubbed “Momentum 2030,” at a national dealer meeting in Nashville, Tennessee.
Mitsubishi’s Momentum 2030
According to AutoDeal, the Momentum 2030 strategy promises major innovations in the Mitsubishi electric vehicle lineup over the next few years.
The strategy focuses on electrification, an increasing product lineup, and an expanding retail market. Mitsubishi outlined the strategy’s four key points:
- creating a path towards electrification
- refreshing and expanding Mitsubishi’s North American lineup
- modernizing the retail sales model
- expanding the sales network
“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.”
Mitsubishi Motors North America President and CEO Mark Chaffin
Mitsubishi plans a diverse electrified model lineup
Mitsubishi’s current product portfolio in the US market only consists of the Outlander, Outlander Sport, Eclipse Cross, and Mirage. Notably, the Outlander is the only plug-in hybrid model.
Fortunately, the brand’s lack of electrified vehicles is about to change with the newly announced business plan.
According to the report, Mitsubishi will roll out one new or completely refreshed electric vehicle every year from 2026 through 2030. To catch up in the US market, it plans to introduce more hybrids, plug-in hybrids, and battery-electric vehicles into its current lineup.
Mitsubishi Motors North America President and CEO Mark Chaffin expects the next 10 years to “be great for this brand.” He further added that the Japanese automaker is at a “pivotal” moment in the North American region.
One of the upcoming models is the production version of the D:X concept, which was unveiled in 2023. It is apparently a six-seater lifted off-road plug-in hybrid van.
Investment boost in North America
Mitsubishi expects its Momentum 2030 to boost the brand’s investment in North America.
In addition, it will enable the Japanese automaker to benefit from local production and workforce improvement.
Mitsubishi’s plans to deploy new dealerships nationwide will make it more accessible to US customers than ever before.
With the newly developed roadmap, Mitsubishi is now on track to catch up in the highly competitive electric vehicle market.
