08/27/2026
Mitsubishi Motors strengthens the brand's future in Canada through the updated Momentum 2030 plan.
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Momentum 2030 serves as the catalyst for future Canadian-focused product development, dealer network expansion, and market share growth
Comprehensive product renewal strategy and expansion into new vehicle segments are central to Momentum 2030, including intent to re-enter the pickup truck segment through collaboration with Nissan
All-new Eclipse Sportback battery-electric SUV will launch this fall, followed by a rugged, off-road-focused Outlander variant in the first quarter of 2027
Mitsubishi Motors Corporation also recently outlined its global mid- to long-term vision for strengthening the brand around the world, with a specific commitment to restoring brand strength in Canada
Mitsubishi Motors Momentum 2030 is more than just a business plan for Mitsubishi Motors Canada. It represents the company's long-term commitment to strengthening the brand, expanding customer choice, and creating sustainable growth for customers, dealer partners and employees alike.
Reinforcing that commitment, Mitsubishi Motors recently hosted a confidential, invitation-only dealer meeting where company leadership shared future product plans and strategic initiatives that will drive the next phase of growth for the brand, and revealed concepts and designs for models that will underpin this product-led growth.
Central to the North American strategy is an expanded focus on adventure-oriented and off-road-capable vehicles. As customer demand continues to shift toward more rugged and versatile products, Mitsubishi Motors will broaden its portfolio with vehicles designed to strengthen the brand's presence in these growing segments.
As part of this strategy, Mitsubishi Motors is also considering, subject to applicable mandates, re-entering the pickup truck segment in Canada through its collaboration with Nissan, further expanding the brand's reach and relevance across the market.
Momentum 2030 is built around four strategic pillars:
A path to electrification
A path to a renewed and expanded product lineup that strengthens Mitsubishi Motors in North America
A path to a modernized retail sales model
A path to network expansion and sustainable sales growth
In a separate announcement from Mitsubishi Motors Corporation in Japan, the company also announced the return of the legendary Pajero (Montero) nameplate. While no decision has been made regarding a Canadian introduction of this vehicle, the model’s return strengthens Mitsubishi Motors globally by reconnecting the brand with one of its most iconic and celebrated nameplates.
“The updated Momentum 2030 product plan we have shared with our dedicated network of dealers across Canada has helped cement in their mind how committed Mitsubishi Motors is to the Canadian market,” said Kenichi Kawaji, President and CEO of Mitsubishi Motors Canada Sales. “We will celebrate our 25th anniversary in Canada next year, and this updated Momentum 2030 plan gives us a clear path forward. The product lineup Mitsubishi Motors will deliver in the years to come responds directly to feedback from our dealers and our customers, and strengthens the long-term future of the brand.”
In the near term, Mitsubishi Motors will expand its lineup in Canada from four vehicles today to six in 2027. The lineup will include: RVR; Eclipse Cross; the all-new Eclipse Sportback EV; Outlander; Outlander PHEV (Canada’s best-selling plug-in hybrid vehicle for the past three years); and a new rugged Outlander variant, with the model's name to be announced in the coming months.
Customers and dealer partners have consistently expressed a desire for Mitsubishi Motors to compete in additional segments. Through Momentum 2030, the company is delivering on that expectation with a broader product portfolio, expanded customer choice, and a clear vision for long-term growth.
About Mitsubishi Motor Sales of Canada, Inc.
Mitsubishi Motor Sales of Canada (MMSCAN) is the sales, service, parts and marketing arm for Japan’s Mitsubishi Motors. The 2026 product range includes the RVR subcompact crossover, Eclipse Cross compact sport utility, Outlander compact sport utility, and the Outlander PHEV, Canada’s best-selling plug-in hybrid vehicle. MMSCAN supports its 98 dealerships with a head office team and parts distribution centre, both located in Mississauga, Ontario. Established in 2002, MMSCAN and its dealerships employ more than 2,100 people in communities large and small.
For more information on Mitsubishi vehicles in Canada, please visit mitsubishi-motors-pr.ca
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