Mitsubishi Motors Corp. announced its entire fleet will be electrified by 2035, specifying that electrification includes hybrid, plug-in hybrid and battery-electric vehicles.
The revelation came as part of Mitsubishi’s latest Mid-Term Business Plan. This three-year projection, dubbed “Challenge 2025” by the corporation, details Mitsubishi’s corporate direction and asserts an environmental commitment toward a carbon-neutral future.
The plan also describes the foundational principles under which Mitsubishi will work within the Renault-Nissan-Mitsubishi Alliance and other global alliances. Finally, the document details future plans for various global markets.
Reducing vehicle and operational carbon output
The Challenge 2025 statement commits Mitsubishi to reduce vehicle carbon emissions by 40% and to reduce operational carbon emissions by 50% by 2030.
To achieve those goals, Mitsubishi will move to make 50% of global sales electrified by 2030, and then 100% of the fleet by 2035. The company made sure to note that “EV” refers to a blend of plug-in hybrids (PHEV), hybrids (HEV) and pure battery-electric vehicles (BEV).
“This goal is made possible through more aggressive investment in R&D and CapEx, particularly in areas of electrification, IT and new business,” the statement said. “MMC also envisages a 210 billion Yen ($1.5 billion) investment in battery sourcing to achieve its EV sales target in 2030.”
According to Reuters report, MMC CEO Chief Executive Takao Kato added, “We’ll expand the geographical areas where our flagship PHEV Outlander is being offered.”
An aggressive plan, short on specifics
Mitsubishi’s statement included a great number of generalities but few specifics. The company promised to “build upon the momentum already started globally with sales successes, segment-leading product launches, industry awards, and regional successes; strengthen brand reputation,” and so on.
One area where the announcement was more specific and measurable was the plan for North America.
“The next three years of business will see an enhanced and electrified product lineup in the market, closer cooperation with Alliance member Nissan, and growing the company’s local leadership position in digital tools for sales and marketing,” the release stated.
“Coming off of two straight years of year-on-year retail sales growth and being named the number one mass-market brand in JD Power’s 2023 Customer Satisfaction Index study, momentum is on the company’s side in the U.S. right now.”
Good news from J.D. Power
The Challenge 2025 statement comes just a day after J.D. Power delivered a major commendation to Mitsubishi. For the first time in the 43-year history of the J.D. Power U.S. Customer Service Index Study, Mitsubishi Motors North America Inc. (MMNA) ranked first in the mass-market segment and second overall in the annual study of customer satisfaction with service at new-vehicle dealerships.
The study examines customer satisfaction with maintenance and repair service at new-vehicle dealerships. Owners of one- to three-year-old vehicles are surveyed regarding their most recent dealership service experience for both in-warranty and customer-pay service work.
Mitsubishi scored the highest among 18 mass-market brands, and second overall. Mitsubishi’s 2023 score of 884 was 14 points higher than its nearest rival, and it represented a 30-point year-over-year improvement, the greatest among all mass market brands.
“From our in-house staff at MMNA, to our field reps across the country, to all of our dealer partners nationwide, we’ve all dedicated ourselves to giving Mitsubishi Motors customers the best experience possible,” said Mark Chaffin, president & CEO, MMNA.
