Major automotive alliances can make the impossible happen. Mitsubishi is preparing to re-enter the pickup truck market through a strategic plan designed to bypass U.S. import tariffs. The company intends to build an all-new pickup truck on American soil with direct support from Nissan’s manufacturing operations. Here are the full details.
Mitsubishi Plans a New U.S.-Built Pickup
If you’re old enough to remember legendary Mitsubishi trucks such as the Mitsubishi Mighty Max and Mitsubishi Raider, you may have noticed the brand’s absence from the American pickup segment since 2009. Although Mitsubishi currently sells the highly capable Mitsubishi L200 (known as the Triton in some markets) across the Middle East and other global regions, strict import tariffs have prevented the company from capitalizing on its success in the United States, the world’s second-largest automotive market after China.
That situation may soon change. According to reports from international outlets including Car and Driver, Mitsubishi CEO Takao Kato has revealed a strategy to revive the brand’s pickup lineup through close cooperation with alliance partner Nissan.
The Strategy: Avoiding Costly U.S. Import Taxes
Mitsubishi is currently the only major Japanese automaker without a manufacturing facility in the United States. As a result, importing trucks such as the L200 is commercially challenging due to the well-known Chicken Tax, which imposes a 25% tariff on imported pickup trucks.
The solution comes through Mitsubishi’s partnership with Nissan:
- Built in America: Nissan will manufacture and assemble the new Mitsubishi pickup entirely at its plant in Canton, Mississippi.
- Factory Transformation: The facility was originally intended for electric vehicle production, but Nissan has recently shifted its focus toward truck and SUV platforms.
Shared DNA With the Next Nissan Frontier
Reports indicate that Mitsubishi’s upcoming midsize pickup will not be developed from scratch. Instead, it will be based on a new body-on-frame platform currently under development by Nissan for the next-generation Nissan Frontier, expected to arrive around 2028.
This rugged platform is expected to support several future vehicles, including:
- The next-generation Nissan Frontier
- Mitsubishi’s new pickup truck
- A completely new Nissan Xterra SUV
It remains unclear whether Mitsubishi will revive a historic nameplate such as Triton or Mighty Max, or whether it will significantly adapt the suspension and chassis tuning to better suit American consumer preferences.
Part of a Broader Mitsubishi Growth Plan
The pickup project is just one element of Mitsubishi’s wider strategy to increase annual global sales from approximately 797,000 vehicles to 930,000 vehicles by the early 2030s.
The plan focuses on three key pillars:
- Expanding Off-Road Vehicles
Increasing production of rugged SUVs and adventure-focused models. - Reviving Legendary Nameplates
Confirming the return of the iconic Pajero / Montero as the brand’s flagship SUV. - Modernizing Dealer Networks
Opening new, modern showrooms in major urban markets.
Looking Ahead
For enthusiasts, the success of this new pickup could have implications beyond the truck segment. A stronger financial position could help Mitsubishi expand its future product lineup and potentially revisit some of its most beloved performance models.
The key question now is whether Mitsubishi’s decision to rely on Nissan’s platform and manufacturing expertise represents smart business strategy or a compromise of the brand’s independent identity. Either way, the move marks Mitsubishi’s most serious attempt in years to return to the competitive American pickup market.
