Mitsubishi Motors North America Announces “Momentum 2030” Business Strategy
Mitsubishi Motors has been busy in terms of strategy for the last few years. Investing in the Ampere battery-electric vehicle facility was a big move for the automaker, but its cooperation is leading to new partnership projects and mutually beneficial results. Mitsubishi and Nissan are working on a pickup truck for the U.S., and a year after Mitsubishi Motors announced the “Challenge 2025” business strategy, the automaker announced “Momentum 2030” in 2024. Mitsubishi has a new strategy for its North American lineup and electrified vehicles.
“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…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.” – Mark Chaffin, MMNA president and CEO, of the plan
Based on four key points, Momentum 2030 places a focus on (1) electrification for future models, (2) expanding the North American product lineup, (3) a modern aftermarket over the counter retailer, and (4) expansion of how it connects with its consumers. We can already see a lot of the ways this is happening. For instance, the focus on electrification brings us back to Ampere, and the potential for introducing new hybrid electric vehicles (HEVs), plug-in hybrid electric vehicles (PHEVs), or battery-electric vehicles (BEVs) working with Ampere and Nissan. Mitsubishi Motors North America will expand its U.S. lineup, already announcing the goal of producing new or completely refreshed vehicles to debut in the U.S. each year between 2026 and 2030. Back when Ralliart was revived, a lot of fans expected Ralliart-inspired models to bring back the glory racing days of Mitsubishi – there was always the rumor of turning it into an aftermarket retailer that sells parts and other merchandise to Mitsubishi owners. In addition, in order to make future models more accessible to new consumers and meet them on a more tech-savvy level, a new modernized sales and service model will introduce more technology into the sales process and become more digital.
As part of the Momentum 2030 announcement, Mitsubishi Motors also called back some of the many concepts it has yet to expand on, including the Mitsubishi Engelberg Tourer, Mitsubishi e-Evolution, the Mitsubishi eX, and some we never heard of. The Engelberg Tourer was a great concept, setup to replace the Outlander PHEV, and brought with it the concept of the Dendro Drive House, a solar-powered home that had a major battery and could store extra energy into a PHEV. The e-Evolution was supposed to bring back the high-performance days of Mitsubishi, with models such as the Lancer Evolution, but electrified. Mitsubishi eX was some kind of futuristic vehicle designed to be autonomous and connected with a consumer’s home or driveway with wireless charging.
It may take a year or two, but the Mitsubishi Motors North America lineup is about to blow up. Stay informed on what’s new for Mitsubishi Motors when you follow us on Miami Lakes Automall social media.