Mitsubishi may soon be getting back into the pickup truck business in the United States, a move that could put the automaker into one of the hottest segments of the automotive market.
According to reports from CarBuzz, Automotive News, and other industry sources, Mitsubishi has confirmed plans to develop a midsize pickup truck for North America in partnership with Nissan. While details remain limited, the truck is expected to share its basic architecture with Nissan's next-generation Frontier pickup, which is anticipated to arrive later in the decade.
The timing makes sense. Mitsubishi has struggled to grow its presence in the U.S. market despite solid success with the Outlander SUV. Entering the midsize truck segment would give dealers a product category they currently lack while allowing the company to capitalize on Americans' continued appetite for pickups.
The new truck would likely be built at a Nissan manufacturing facility in the United States, which would help Mitsubishi avoid import tariffs and reduce production costs. Mitsubishi is currently the only major Japanese automaker without vehicle production in the United States.
For longtime automotive enthusiasts, this wouldn't be Mitsubishi's first pickup sold in America. The company's last truck offering was the Raider, which debuted for the 2006 model year and was based on the Dodge Dakota. The Raider never gained much traction with buyers and disappeared after the 2009 model year.
The challenge for Mitsubishi will be avoiding the same fate this time around.
If the new truck ends up looking and feeling too much like a Nissan Frontier with different badges, truck shoppers may simply buy the Nissan version instead. The Frontier already offers a strong reputation, a 310-horsepower V6 engine, and respectable towing capability, making it a solid competitor in the midsize truck segment.
To succeed, Mitsubishi will need to give the truck a distinct personality, unique styling, and perhaps leverage one of its traditional strengths: value. A longer warranty, aggressive pricing, or a specialized off-road package could help separate it from its Nissan cousin.
The move is part of a broader strategy by Mitsubishi to expand its product lineup and strengthen its position in North America. Company executives have also discussed expanding their off-road offerings and entering new vehicle segments through partnerships with Nissan.
The truck is not expected to arrive anytime soon. Industry analysts believe the earliest launch would likely be sometime around 2028 or 2029 after Nissan introduces its next-generation Frontier platform.
If Mitsubishi follows through, it would give buyers another choice in a fiercely competitive category currently dominated by the Toyota Tacoma, Ford Ranger, Chevrolet Colorado, GMC Canyon, and Nissan Frontier.
For Mitsubishi dealers, however, the biggest benefit may simply be getting customers back into showrooms. After all, in America, pickup trucks have a funny way of attracting attention—even when they haven't been around for nearly two decades.
