Without A Doubt, Mitsubishi Has A Long-Term Strategy

It is easy to criticize Mitsubishi, but a lot has simply happened at the brand. Mitsubishi was initially even going to disappear from Europe entirely but later reversed that decision. This doesn’t immediately bring back the glory days of Lancer Evos, Grandises, and Outlanders, but at least it became clear that Mitsubishi showrooms here would need to be filled with something again. Currently, this is happening mainly with rebadged Renaults, although the Outlander was only brought to Europe back then.

Off-roaders

Some time has passed since then, so it is time for a long-term vision. This focuses primarily on Asian markets but does not bypass our continent. Mitsubishi aims to strengthen its brand identity, invest in markets where it has a strong competitive position, and increase profitability by scrutinizing the supply chain and partnerships. Southeast Asia and SUVs – such as the new Pajero – will be the key focus areas in this regard. As a result, the operating margin is expected to grow to 4.5 percent by 2029, and to 5.5 percent starting in 2030.

The focus on off-road vehicles and Asia is also reflected in the product planning. Mitsubishi has already developed a series of new models specifically for Asia and is continuing to do so, while an extensive model range is also being built around off-roaders. This is evident not only in true off-road beasts like the new Pajero but is intended to trickle down to all levels of the international lineup. Even a kei car like the Delica Mini remains unusually rugged, while Mitsubishi is collaborating with Nissan in the pickup sector in Australia, New Zealand, and North America (two different vehicles).

• Read More: Next-Gen Mitsubishi Pajero To Debut Later This Year