(Article published in Automotive Innovations magazine, June 2024)

By Isabelle Havasy

Mitsubishi Motors Sales of Canada (MMSCAN) unveiled its ambitious five-year business plan on May 15. Presented at a national dealer meeting in Nashville, Momentum 2030 details the road the firm intends to take between now and the end of its 2030 fiscal year.

MMSCAN President and CEO Kenji Harada described the event as the most important in the company’s history in Canada. This strategy, which is designed to meet the growing demands for sustainability and reduced CO2 emissions, marks the Japanese automaker’s entry into the electrification race. It reflects its determination to support the energy transition, as well as to consolidate its position in the Canadian market.

A Four-Fold Strategy

Momentum 2030 is based on four pillars:

  1. The road to electrification: Between 2026 and 2030, Mitsubishi Motors will gradually integrate advanced technologies into its products. The automaker will offer a variety of powertrains. Hybrids and plug-in hybrids will appear alongside all-electric models.
  2. Line-up update and expansion: In order to reinforce its presence in the country, Mitsubishi will launch a fresh or completely revamped vehicle each year, in addition to introducing two new models in hitherto unexplored segments.
  3. Modernized sales model: MMSCAN intends to revitalize its retail model to deliver an unrivalled customer experience. This transformation includes investments in infrastructure, workforce, and the adoption of more effective digital marketing strategies.
  4. Strengthening partnerships: Mitsubishi’s success in Canada is intrinsically linked to the company’s strong relationships with its network. Momentum 2030 focuses on sales growth, as well as continuous service improvement to strengthen its partnership with its 97 dealers and enhance the customer experience.

Record Growth and Increased Capacity

In 2023, MMSCAN achieved record sales with 37,165 vehicles sold, up 62 % over the previous year. The company’s flagship model, the Outlander, topped the charts. Alone, it accounted for more than half of all sales, with a total of 19,551 units (all powertrains combined). The plug-in hybrid electric version (PHEV) leads the way. Canada’s best-selling PHEV SUV continues to grow in popularity. In Québec, 4,169 Outlander PHEVs were sold, outnumbering its gasoline equivalent (2,992 units).

The introduction of various initiatives in 2023 was instrumental in supporting the brand’s growth across Canada. These include the addition of a second import centre with the Vancouver-based Port of Nanaimo, the expansion of the parts distribution facility, together with the integration of more human resources nationwide.

A Bright Future

Mitsubishi Motors Canada’s Momentum 2030 plan represents a significant step forward. It highlights the brand’s commitment to a greener, more innovative future. By strengthening its electrification capabilities, expanding its product range, and modernizing its sales operations, MMSCAN intends to pursue its growth and firmly secure its place in the Canadian market.



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