AUTO

Electrification Is at Forefront of Mitsubishi Motors’ New Business Plan

May 21, 2024

Mitsubishi Motors North America announced details of its North American business plan, dubbed “Mitsubishi Motors Momentum 2030.”
Most key in the plan is that electrification of the brand will advance with a variety of powertrains, including BEV, HEV, and PHEV.
The number of dealers within the company is planned to increase in order to cover more sales markets across the U.S.

With new 100% tariffs against low-priced Chinese EVs, the U.S. expressed concern about the ability of its OEMs to compete with China, the clear leader in the global EV industry. However, around the world, the U.S. is not alone in the shadow of China’s dominance. All OEMs outside of China are facing great difficulties in the global EV industry, including Japan.

In May, Japan’s Mitsubishi Motors North America, Inc. (MMNA) announced details of its forward-looking North American business plan, dubbed “Mitsubishi Motors Momentum 2030.” The plan is focused primarily on electrification. The new plan will start immediately and run through fiscal year 2030.

MMNA’s Momentum 2030 North America plan is defined by four key points, according to its press release:

Electrification of the brand will advance with a variety of powertrains – hybrid (HEV), plug-in hybrid (PHEV), and battery electric vehicle (BEV.)
One new or completely refreshed vehicle is planned to debut each year between fiscal year 2026 and fiscal year 2030. New vehicles are planned for additional segments.
The number of MMNA’s dealers is planned to increase to cover more sales markets across the U.S. New-design dealerships are to be introduced as part of the plan.
New technology and innovation will be vital to MMNA’s sales, marketing, and customer satisfaction processes.

MMNA’s Dealers, Tennessee Headquarters, Partnership With Nissan and Alliance With Renault

Also mentioned in the release is that MMNA reconfirmed its commitment to its dealer partners and the dealership sales model. Its network consists of approximately 330 dealer partners at present.

In 2018, the brand opened a new headquarters location in Tennessee and released new vehicles that led to new North American sales records and great brand successes.

Since 2016, Mitsubishi has been one-third owned by Nissan and has been included in the Renault-Nissan-Mitsubishi Alliance.

Mitsubishi Motors Made Electric Car History With its i MiEV

Mitsubishi Motors started selling its i MiEV, the BEV minicar, in 2009. Deliveries began in the U.S. in 2011, and production ended in 2021. The U.S. EPA official range for the 2012 model year American “i” version was 62 miles.

The EV is known in multiple markets worldwide as the very first highway-capable electric car, released one year after Tesla’s Roadster, the first mass-produced electric vehicle released in the U.S. since the 1990s.

Mitsubishi’s Current Car Models

Mitsubishi’s only electrified model on the American market currently is the 2024 Outlander PHEV. Starting at $40,345 as of this writing, it is a stylish SUV with impressive range, smooth handling, and luxurious comfort. It offers 420 miles total range and 64 miles combined MPGe. Its best charging time is approximately 38 minutes to 80% using a DC fast charger. MMNA’s 2024 Outlander was recognized as the IIHS top safety pick.

MMNA’s internal combustion engine (ICE) models include the Outlander, Outlander Sport, Eclipse Cross, Mirage, and Mirage G4, all under the 2024 model year. The Mirage is notable as one of America’s lowest-priced new ICE models at $16,695 as of this writing.

Mitsubishi’s Commercial Models

Mitsubishi Fuso Truck and Bus Corporation (MFTBC) is a part of Daimler Truck AG, owning a 89.29% share. In recent years, the company has served as a development center for electric and autonomous drive technologies.

MitsubishiFuso’s Ecanter electric commercial truck is notable, introduced in the U.S. in 2017. Its electric motor produces 115 kW (154 hp).

Is a Mirage BEV On the Horizon?

We hope to see a low-cost Mitsubishi BEV, or an electric version of the Mirage, as a part of MMNA’s new models to be released.

Low-cost BEVs are noticeably missing from the American EV revolution, and would open the ability to drive electric to a large segment of U.S. drivers. The lack of low-priced models is holding back EV adoption in the U.S.

The Bold Environmental Goals of Mitsubishi Motors Corporation (MMC)

MMNA’s parent company Mitsubishi Motors Corporation (MMC) committed to accelerating its efforts toward a sustainable carbon-neutral future, according to its press release. It is setting goals of a 40 percent reduction in vehicle CO2 emissions and a 50 percent reduction in operational CO2 emissions by 2030.

MMC has also set targets for global sales of electrified vehicles at 50 percent by 2030 and 100 percent by 2035. The company plans to do this by leveraging a blend of plug-in hybrids (PHEV), hybrids (HEV), and pure electrics (BEV). We commend MMC for its commitment to the environment and fighting climate change.