Mitsubishi Motors will bring back the Pajero SUV after a seven-year gap [1].
The revival marks a strategic pivot to regain market share in Southeast Asia and the U.S. as the company faces intensifying competition from Chinese SUV manufacturers.
CEO Takao Kato announced the return of the brand on Friday, May 29, and said the company decided to revive the Pajero after receiving strong requests from customers worldwide [1]. Domestic production of the vehicle had previously ended in 2019 [1].
Under the new plan, Mitsubishi will release a series of three Pajero-branded models [2]. These vehicles are slated for release within the 2026 fiscal year [2]. To optimize costs and logistics, production for these models will take place in Thailand [1].
Beyond the SUV series, Mitsubishi is partnering with Nissan to launch a pickup truck specifically for the U.S. market [1]. This vehicle will be manufactured at a Nissan plant in the United States [1]. By producing the pickup locally, Mitsubishi aims to reduce its exposure to U.S. import tariffs [3].
This product offensive coincides with aggressive financial targets for the automaker. Mitsubishi is aiming for an operating profit of ¥1,600 billion for the 2030 fiscal year, with a goal of reaching up to ¥2,500 billion thereafter [2].
"Even after sales ended, the voices of customers in various countries wishing for its revival were very strong," Kato said [1].
“Mitsubishi will release a series of three Pajero-branded models”
The return of the Pajero suggests Mitsubishi is shifting away from a generalist approach to focus on high-demand, specialized segments. By leveraging Thailand as a production hub and utilizing Nissan's U.S. infrastructure, the company is attempting to bypass trade barriers and lower overhead while countering the rapid expansion of Chinese automotive exports in emerging markets.
