A move from its “Small But Beautiful” plan announced in 2020, Challenge 2025 will have the Japanese carmaker undergo a “lean and agile” business re-structure to put themselves on a more regional strategy. This means concentrating on growth drivers such as the ASEAN and Oceania market where they plan to roll out a variety of new models including the production and rollout of electrified vehicles, and the enhancement of touchpoints with customers.

The plan will have Mitsubishi try to communicate its “Mitsubishi-ness” by rolling out a new dealership identity which will integrate lifestyle-oriented services for electrified vehicle owners such as charging stations. Moreover, they will deepen their involvement in motorsports activities such as the Asia Cross Country Rally and the further development of the Ralliart brand.

In terms of products, Mitsubishi will roll out 16 new models, with nine of them being electrified. Out of these 16, 12 will be destined for ASEAN and Oceania (including 7 electrified vehicles). Among the confirmed models to arrive from 2023 to 2025 are the next-generation Strada, Montero Sport, as well as the production version of the XFC Concept. Meanwhile, when it comes to electrified offerings, the carmaker has confirmed that they are currently working on a new two-row battery electric SUV, a battery-electric pickup truck, and even a hybrid version of the Xpander MPV.

Timeline-wise, the next-generation Strada will roll out towards the middle to end 2023, followed by the production model previewed by the XFC Concept, then the Xpander Hybrid. The next-generation Montero Sport is not expected until 2025, where it will be joined by another an electrified two-row SUV and a purely combustion engined three-row SUV (maybe an all-new Pajero?).

In the presentation, Mitsubishi made no mention of a possible next-generation Mirage or Mirage G4. This could mean that either these sub-compact models will continue on riding on the same platform, or it will be slowly phased out in favor of a purely commercial vehicle line-up.

These products will all aim to contain what the brand calls, “Mitsubishi-ness” which is composed of: electrification, durability and reliability, comfortability, and four-wheel control in the form of its Super All-Wheel Control or S-AWC system.

By 2030, Mitsubishi plans to phase out its purely combustion engine line-up, going for mainly an electrified line-up. By 2035, its global line-up will be composed almost purely of battery electric vehicles.

Take a look at the timeline below: