Mitsubishi Motors president says ``feeling of crisis about brand obscurity'' behind Pajero revival

Mitsubishi Motors has revived the Pajero SUV (sport utility vehicle) for the domestic market for the first time in seven years and plans to roll it out to around 100 countries and regions. In an exclusive interview with the Asahi Shimbun, President Keisuke Kishiura said of the aim of reintroducing the company, ``If we don't strengthen the Mitsubishi brand, there is a sense of danger that we will be lost in the harsh competitive environment.''

Mitsubishi ended production of the Pajero for the domestic market in 2019, and ended production for overseas markets in 2021. Looking back on the decision at the time, Mr. Kishiura said that the company concentrated its management resources on other vehicle models, citing sluggish demand for cross-country SUVs like the Pajero.

The reason for the revival at this timing is that Mitsubishi Motors is under attack from Chinese manufacturers in Southeast Asia, its largest market. Due to high fuel prices, there are increasing inquiries for electric vehicles such as electric vehicles (EVs), a specialty of Chinese manufacturers, and ``To be honest, it's a very difficult situation,'' he said. In addition to strengthening sales of hybrid vehicles (HVs) such as the "Exforce," the company hopes to increase brand recognition with the Pajero.

In Japan, pre-orders for the Pajero began on October 1st, and the number of orders exceeded 4,000 units. The company has already exceeded its fiscal 2026 target (4,000 units), and said, ``We need to increase our production quota for Japan.'' By fiscal 2031, the company plans to add medium-sized and small-sized Pajero models.