Mitsubishi Motors announced Friday it will revive the Pajero SUV after a seven-year hiatus [1].
The move signals a strategic pivot to reclaim market share in Southeast Asia and North America. By leveraging its off-road heritage, the company aims to counter the growing influence of Chinese automotive brands in key regional markets.
Production of the new models will be centered in Thailand. The company plans to introduce the Pajero as a series consisting of three different models [2]. New vehicle bodies are expected to be unveiled this autumn, with domestic sales in Japan scheduled to begin by the end of the year [3].
Takao Kato, president of Mitsubishi Motors, said the decision followed persistent demand from global customers. "Even after we ended sales, the voices from customers in various countries wishing for its return were very strong," Kato said. He said that internal discussions led to the conclusion that the vehicle should return under the Pajero name.
Beyond the SUV series, Mitsubishi is expanding its footprint in the U.S. market. The company announced plans to manufacture and sell a pickup truck for American consumers, utilizing Nissan's local production facilities [4].
This expansion follows a period of targeted updates to the brand's lineup. For example, the company previously introduced the Pajero Sport GT grade in Thailand on Nov. 28, 2025 [5].
A spokesperson for Mitsubishi Motors said the company will focus on deploying its strong off-road vehicles to counter the offensive of Chinese cars in Southeast Asia [6].
“The voices from customers in various countries wishing for its return were very strong.”
The revival of the Pajero represents a defensive and offensive maneuver against the rapid penetration of Chinese electric and hybrid SUVs in Thailand and other ASEAN markets. By partnering with Nissan for U.S. production, Mitsubishi is reducing the capital expenditure required to enter the lucrative American pickup segment while focusing its own manufacturing capacity on high-demand off-road series in Asia.
