Discussion on WardsAuto Podcast: Unveiling Mitsubishi's New Outlander and Insights into Its Future Plans
Mitsubishi Motors is making a comeback in the U.S. market with a strategic plan called "Momentum 2030". This comprehensive plan emphasizes electrification, an expanded product lineup, network growth, and a modernized retail sales model.
A key part of this strategy is the launch of a new Gallery dealership model. This low-pressure, experience-focused retail concept will be located in high-traffic, mixed-use areas like shopping malls, aiming to increase brand visibility and customer access where Mitsubishi is currently underrepresented.
The focus of Mitsubishi's strategy is on crossovers and SUVs, a segment that is central to U.S. consumer demand. The company plans to expand and renew its product lineup, strengthening its appeal in these segments. This includes electrified versions aligned with their path to electrification. The Gallery model dealerships will showcase these vehicles in a welcoming environment, encouraging shoppers to explore and research the brand freely.
The first Gallery dealership is set to open in early 2026 in Antioch, Tennessee, marking a significant step toward expanding Mitsubishi's dealer presence beyond about one-third of U.S. markets, with the company aiming for over half by 2030.
The 2025 Outlander, a new model from Mitsubishi, is a significant focus for the company as they aim to improve their sales performance. This SUV is intended to help Mitsubishi regain sales levels they achieved in the past, although the specific reasons for their struggles are not mentioned in the text.
During a discussion with WardsAuto podcast host David Kiley, Mitsubishi execs discussed the new 2025 Outlander and the brand's future in the U.S. Mitsubishi has been selling vehicles in the U.S. under its own brand since 1982, but has struggled to gain traction against larger, better-resourced Asian rivals and Detroit.
The 2025 Outlander was a subject of much interest, as it is a key vehicle in Mitsubishi's strategy to compete against these rivals. The sales surge that occurred 20 years ago resulted in Mitsubishi cresting the 300,000 sales mark, but the surge was short-lived and sales soon crashed after.
Mitsubishi's current strategy leverages both product innovation—especially in electrified crossovers and SUVs like the 2025 Outlander—and novel retail experiences designed to broaden customer reach and modernize buying interactions. The company is hopeful that this approach will help them regain their place in the competitive U.S. automotive market.
[1] Mitsubishi's Momentum 2030 strategy
[2] Mitsubishi to open first Gallery dealership in Antioch, Tennessee
[3] Mitsubishi's Momentum 2030: A strategy for growth in the U.S.
[4] Mitsubishi's Momentum 2030: A closer look
- Mitsubishi's Momentum 2030 strategy emphasizes electrification, product lineup expansion, network growth, and a modernized retail sales model, focusing primarily on crossovers and SUVs, such as the new 2025 Outlander.
- Mitsubishi is set to open its first Gallery dealership in Antioch, Tennessee, designing a low-pressure and experience-focused retail model to increase brand visibility and customer access.
- Mitsubishi's Momentum 2030 is a strategy for growth in the U.S. market, aiming to expand its dealer presence beyond one-third of U.S. markets, with the company aiming for over half by 2030, targeting lifestyle and transportation needs while showcasing electrified vehicles in welcoming environments.
