Photo: Mitsubishi North America
In spite of never going bankrupt even once in the 21st century, it feels like we've been mourning the death of Mitsubishi in North America since the Lancer Evo X bit the dust nearly ten years ago. Depending on who you talk to, they'll argue Mitsubishi's downfall in the US and Canada started even before this. But Mitsubishi's been paying attention to the critics. After a decade of stagnation that almost killed the company over here, Momentum 2030 might change everything.
In a press release published by Mitsubishi North America, the Momentum 2030 initiative is here to make sure what was once one of the most exciting automotive brands in the world re-invents itself into a new paradigm. One that might not resemble what Mitsubishi used to be in its late 90s heyday, but one that North Americans with modern sensibilities might be much more inclined to go out and buy. Using four key points of contention as their guiding principles, Mitsubishi is planning ahead for the coming decade.
Point one is a path to electrification, something of a given, and with the path away from petroleum, the auto industry is now voluntarily gravitating. But it's the other three points that are the real stars of the Momentum 2030 show. A modernized retail sales model with more remote online accessibility and a path to vital network expansion and sales growth needed to keep Mitsubishi afloat in North America are no doubt necessary items. But it's the final point that the string that strikes the biggest chord with Mitsubishi's remaining overseas fanbase is "a renewed and expanded product lineup that will strengthen Mitsubishi Motors in North America."
With Mitsubishi Motors North America President and CEO Mark Chaffin at the helm, a model lineup that's exhausted across the board and in desperate need of a refresh to remain competitive with Honda and Toyota is finally calling in reinforcements. With plain ICE, plug-in hybrid, and full battery-EV vehicles now in the pipeline to bring Mitsubishi back to competitiveness by the end of the decade, the red tri-star might be a very different brand come 2030 than how it stands in North America today.
"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," said leading man Mark Chaffin of the long-term game plan for Mitsubishi going into the mid-way point of the 2020s. "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."
Point one is a path to electrification, something of a given, and with the path away from petroleum, the auto industry is now voluntarily gravitating. But it's the other three points that are the real stars of the Momentum 2030 show. A modernized retail sales model with more remote online accessibility and a path to vital network expansion and sales growth needed to keep Mitsubishi afloat in North America are no doubt necessary items. But it's the final point that the string that strikes the biggest chord with Mitsubishi's remaining overseas fanbase is "a renewed and expanded product lineup that will strengthen Mitsubishi Motors in North America."
With Mitsubishi Motors North America President and CEO Mark Chaffin at the helm, a model lineup that's exhausted across the board and in desperate need of a refresh to remain competitive with Honda and Toyota is finally calling in reinforcements. With plain ICE, plug-in hybrid, and full battery-EV vehicles now in the pipeline to bring Mitsubishi back to competitiveness by the end of the decade, the red tri-star might be a very different brand come 2030 than how it stands in North America today.
"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," said leading man Mark Chaffin of the long-term game plan for Mitsubishi going into the mid-way point of the 2020s. "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."
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