Not Dead Yet: Mitsubishi Shows Exciting Signs of Life With New Product Road Map

Chris Teague
by Chris Teague

Mitsubishi has felt like a fading brand for years, but the automaker recently announced a new product roadmap that gives us all a good reason to be hopeful. Among promising one new or completely refreshed vehicle every year between 2026 and 2030, Mitsubishi teased a van that looks an awful lot like a futuristic Delica.


The automaker said it would roll out two new vehicles into segments in which it “does not currently compete.” Beyond the Delica van, that could mean an electric pickup truck or similar model for the American market. Globally, the brand plans nine electric models and seven others by 2030, saying that it will aim for 50 percent of its sales to come from electrified vehicles by the decade’s end.

Mitsubishi’s “alliance” with Nissan could be the stepping stone it needs to deliver an electrified pickup truck. The two are expected to share platforms to lessen the cost of new vehicle development. The automaker’s only electrified vehicle in the United States is the Outlander PHEV, which is also its best current offering.

Despite a complete lack of excitement in its current catalog, I’m rooting for Mitsubishi. After all, this is the company that brought us the Eclipse (not you, fourth-gen), 3000GT, and other iconic vehicles, so it would be nice to see some semblance of a return to greatness for the brand. The electric van also looks rad, and if it’s anything like the D:X concept Mitsu showed last year, we’ll have a futuristic moon lander-looking family hauler to talk about soon.

[Images: Mitsubishi]


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Chris Teague
Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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  • Vulpine Vulpine on May 18, 2024

    My first pickup truck was a Mitsubishi Sport... able to out-accelerate the French Fuego turbo by Renault at the time. I really liked the brand back then because they built a model for every type of driver, including the rather famous 300/3000GT AWD sports car (a car I really wanted, but couldn't afford.)

    • Jeff Jeff on May 19, 2024

      I had a 1985 Mitsubishi Mighty Max for 14 years. My main issue was availability and cost of parts but since Mitsubishi is sharing some platforms and parts with Nissan that might no longer be an issue. My own preference would be for Mitsubishi to offer a compact pickup available as a hybrid that would compete with the Maverick and Santa Cruz. The compact truck market is one that is under represented and could be a great segment for MItsubishi to grow market share with.


  • 28-Cars-Later 28-Cars-Later on May 21, 2024

    I'm not dead, I'm getting better.

  • 3-On-The-Tree I don’t think Toyotas going down.
  • ToolGuy Random thoughts (bulleted list because it should work on this page):• Carlos Tavares is a very smart individual.• I get the sense that the western hemisphere portion of Stellantis was even more messed up than he originally believed (I have no data), which is why the plan (old plan, original plan) has taken longer than expected (longer than I expected).• All the OEMs who have taken a serious look at what is happening with EVs in China have had to take a step back and reassess (oversimplification: they were thinking mostly business-as-usual with some tweaks here and there, and now realize they have bigger issues, much bigger, really big).• You (dear TTAC reader) aren't ready to hear this yet, but the EV thing is a tsunami (the thing has already done the thing, just hasn't reached you yet). I hesitate to even tell you, but it is the truth.
  • ToolGuy ¶ I have kicked around doing an engine rebuild at some point (I never have on an automobile); right now my interest level in that is pretty low, say 2/5.¶ It could be interesting to do an engine swap at some point (also haven't done that), call that 2/5 as well.¶ Building a kit car would be interesting but a big commitment, let's say 1/5 realistically.¶ Frame-up restoration, very little interest, 1/5.¶ I have repainted a vehicle (down to bare metal) and that was interesting/engaging (didn't have the right facilities, but made it work, sort of lol).¶ Taking a vehicle which I like where the ICE has given out and converting it to EV sounds engaging and appealing. Would not do it anytime soon, maybe 3 to 5 years out. Current interest level 4/5.¶ Building my own car (from scratch) would have some significant hurdles. Unless I started my own car company, which might involve other hurdles. 😉
  • Rover Sig "Value" is what people perceive as its worth. What is the worth or value of an EV somebody creates out of a used car? People value different things, but for a vehicle, people generally ascribe worth in terms of reliability, maintainability, safety, appearance and style, utility (payload, range, etc.), convenience, operating cost, projected life, support network, etc. "Value for money" means how much worth would people think it had compared to competing vehicles on the market, in other words, would it be a good deal to buy one, compared to other vehicles one could get? Consider what price you would have to ask for it, including the parts and labor you put into it, because that would affect the “for the money” part of the “value for money” calculation. An indicator of whether people think an EV-built-in-a-used-car would provide "value for money" is the current level of demand for used cars turned into EVs. Are there a lot of people looking for these on the market? Or would building one just be a hobby? Repairing an existing EV, bringing it back into spec, might create better value for the money. Although demand for EVs is reportedly down recently.
  • ToolGuy Those of you who aren't listening to the TTAC Podcast, you really don't know what you are missing.
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