Mitsubishi Plans to Reintroduce Pickup Trucks in the US
Mitsubishi, a brand gradually gaining traction in the US with its new models like the 2023 Outlander PHEV, is eyeing a return to the thriving US pickup truck market. Cason Grover, Mitsubishi’s Director for Product Planning in North America, expressed the company’s interest in this venture.
Mitsubishi’s Pickup Truck History and Potential
While Mitsubishi made inroads in the US pickup market in the past with models like the Triton sold as the Mighty Max and the Dodge Ram 50, its current Triton faces challenges like the Chicken Tax, hindering its entry into the US. However, with victories like the 2022 Asia Cross Country Rally, showcasing the Triton’s prowess, Mitsubishi sees the latent appeal in this market segment.
Alliance Possibilities
Considering Mitsubishi’s absence in US manufacturing and regulatory hurdles like the Chicken Tax, Grover hinted at potential collaborations with alliance partners like Nissan, leveraging its production facilities for a Mitsubishi pickup. This partnership could lead to the introduction of a Mitsubishi version of the Nissan Frontier or even a smaller truck to cater to evolving market demands.
Future Prospects
Looking ahead, a unibody Mitsubishi pickup utilizing Nissan’s Rogue platform seems plausible, potentially manufactured in Tennessee where the Outlander is currently produced. While Grover emphasized that Mitsubishi’s pickup plans are still theoretical, he acknowledged the growing opportunities in the US pickup market.
Conclusion
With Mitsubishi’s resurgence and a legacy of off-road excellence, the prospect of a Mitsubishi pickup truck making a mark in the US market is tantalizing. As Mitsubishi continues to evolve, a foray into the competitive pickup truck segment could bolster its presence in the American automotive landscape.
FAQ
Is Mitsubishi planning to reenter the US pickup truck market?
Yes, Mitsubishi is exploring the possibility of reintroducing pickup trucks in the US market, considering potential collaborations with alliance partners to overcome manufacturing and regulatory challenges.
What challenges does Mitsubishi face in bringing their pickup trucks to the US?
Mitsubishi’s previous models face obstacles like the Chicken Tax, a protectionist measure against foreign-built small trucks, which hinders their entry into the US market. Additionally, the absence of US manufacturing facilities poses logistical challenges.
Which alliance partner is Mitsubishi considering for producing pickup trucks in the US?
Mitsubishi is looking at potential collaborations with Nissan, an alliance partner with existing production facilities in the US, which could facilitate the introduction of Mitsubishi pickup trucks in the American market.