The next several years for Mitsubishi Motors in Canada will be defined by new vehicle launches, an expanded vehicle lineup, entry in new segments, electrification and a modernized retail sales model.

Mitsubishi Motor Sales of Canada (MMSCAN), which had a record year for sales in 2023, has laid out a plan to continue that growth for the next several years.

The automaker revealed its Mitsubishi Motors Momentum 2030 plan to the company’s 97 Canadian dealer partners in a national meeting held in Nashville, Tenn. on Tuesday, May 14.

MMSCAN president and CEO Kenji Harada called the event the most important meeting in the history of the company in Canada, a news release said.

“Over the past three years, Mitsubishi Motors in Canada has been building a foundation for the future,” said Harada in the release. “Along with our dealer partners, we have invested in our infrastructure and in our people, and changed our digital marketing strategy so that we’re ready to offer a better-than-ever customer experience. This work has made us ready for a more competitive future.”

Highlights of the plan

The automaker says Mitsubishi will continue its path toward vehicle electrification between now and fiscal 2030. Mitsubishi plans to have a vehicle lineup consisting of advanced-technology internal combustion engines, hybrids, plug-in hybrids and battery electrics.

There will be two all-new vehicles in segments that Mitsubishi doesn’t currently compete in.

There will also be new or completely refreshed vehicle debuts each year between fiscal 2026 and 2030.

“By 2030, Mitsubishi Motors’ vehicle lineup in Canada will be expanded significantly,” the company said in a news release.

Mitsubishi Motors Momentum 2030 is defined by four key points, the automaker says.

The key points include:

• A path to electrification
• A path to a renewed and expanded product lineup that will strengthen Mitsubishi Motors in Canada
• A path to a modernized retail sales model
• A path to a strengthened partnership with the dealer network and sales growth

During fiscal 2023, the automaker sold 37,165 vehicles in Canada, a 62 per cent increase over the year prior. This record-breaking 2023 included more than 10,000 sales of each of the Outlander gas vehicle and Outland PHEV (plug-in hybrid).

To sustain those sales, MMSCAN added a second import hub in Canada, at the Port of Nanaimo, expanded its parts distribution centre and hired more people across the country.