Mitsubishi’s U.S. Comeback strategy: expansion and innovation.

Mitsubishi's U.S. Comeback strategy: expansion and innovation.

Mitsubishi Motors is set to revitalize its presence in the U.S. market after years of limited consumer interest and a mere 0.6% market share last year. By 2030, the automaker plans to double its lineup from four to eight models, including a new plug-in hybrid crossover, a sporty passenger van, and an electric vehicle, developed in collaboration with Nissan.

To boost accessibility, Mitsubishi aims to expand its dealership network from 330 to over 50% market coverage by decade’s end. New retail strategies include showroom-only stores in high-traffic areas and compact sales and service concepts for suburban regions.

CEO emphasizes these efforts are part of a broader strategy to enhance efficiency, sustainability, and consumer engagement, acknowledging that product quality will be key to success.

This article is part of our ‘New Mobility’ special feature, examining the revolutionary changes sweeping through the automotive industry: