Mitsubishi Motors North America, Inc. (MMNA) has unveiled its new North American business plan, “Mitsubishi Motors Momentum 2030.” This forward-looking strategy, which runs through fiscal-year 2030, outlines the company’s business and product plans and was presented to dealer partners during a national meeting in Nashville, Tennessee, on May 14.
MMNA President and CEO, Mark Chaffin, described Momentum 2030 as a pivotal plan for Mitsubishi’s future success in North America. Since 2018, the company has made significant strides, including relocating its headquarters to Tennessee, launching new vehicles, and achieving record sales and customer satisfaction awards. Momentum 2030 aims to build on these achievements with new powertrains, vehicle launches, dealership expansions, and technological advancements.
The Momentum 2030 plan focuses on four key areas:
- Path to Electrification: MMNA will continue its transition towards vehicle electrification, featuring a range of advanced-technology internal combustion engines, hybrids, plug-in hybrids, and battery electric vehicles.
- Renewed and Expanded Product Line-up: The company plans to introduce two all-new vehicles in segments where it currently does not compete and will debut new or refreshed vehicles each year between fiscal 2026 and 2030. By fiscal 2030, MMNA aims to nearly double its U.S. vehicle lineup from four to eight vehicles.
- Modernized Retail Sales Model: MMNA will incorporate more technology into the sales process to cater to a younger, more tech-savvy customer base. This includes new retail concepts to enhance the customer shopping and ownership experience.
- Network Expansion and Sales Growth: The company will expand its retail footprint into new U.S. markets, making Mitsubishi vehicles more accessible. This expansion is expected to drive increased sales and market presence.
Mark Chaffin highlighted that Momentum 2030 will also lead to increased investment in North America, including local vehicle production utilizing Alliance assets. This investment underscores Mitsubishi’s commitment to industry change and evolution.
The plan’s rollout will see new dealerships opened, advanced technology introduced, and a focus on making the sales and ownership experience faster and more enjoyable. MMNA’s strategy also includes investment in people and production to support these developments.
Chaffin concluded the dealer meeting by expressing optimism about the next decade, noting significant investments from Mitsubishi Motors Corporation (MMC) to ensure the brand’s growth. He emphasized that Momentum 2030 will drive more sales, service, and Mitsubishi vehicles on the road, expanding the dealer network across the country.