Mitsubishi Motors unveils revived Pajero model after 7-year hiatus
Mitsubishi Motors has revived its iconic Pajero SUV after a seven-year break, relaunching it as its flagship model with plans for global sales and a key role in its medium-term growth strategy.
Intelligence analysis by Gemini 2.5 Flash
Mitsubishi Motors has brought back its popular Pajero SUV, seven years after it was discontinued. The company aims to sell the new diesel-powered model in about 100 countries, including Japan by year-end, positioning it as a crucial driver for increasing domestic sales and overall growth through fiscal 2029.
Imagine a famous toy car that everyone loved, but then it disappeared for seven years. Now, the company that made it, Mitsubishi, is bringing it back with new features, hoping it will be super popular again and help them sell many more cars, just like a star player helps a sports team win.
Analysis
Pajero's Return
Mitsubishi Motors has officially reintroduced its renowned Pajero SUV, marking the end of a seven-year hiatus for the iconic model line. This relaunch positions the Pajero as the company's new flagship sport utility vehicle, signaling a strategic move to revitalize its product portfolio and market presence.
The company has ambitious plans for the revived model, intending to launch it in approximately 100 countries worldwide. Production for the new Pajero will be based in Thailand, with domestic sales in Japan slated to commence by the end of the current year. The original Pajero, first introduced in 1982, quickly established a reputation for reliability and off-road capability, notably securing a class victory in a major rally competition just a year after its debut.
Growth Driver
The reintroduction of the Pajero is central to Mitsubishi Motors' medium-term business plan, extending through fiscal 2029. The company has explicitly positioned the revived model as a key growth driver, indicating its critical role in achieving future financial and sales targets.
Specifically, Mitsubishi expects the Pajero to contribute significantly to its goal of increasing domestic sales by 50% from the fiscal 2024 level. This translates to a target of approximately 180,000 vehicles sold domestically by fiscal 2030. Furthermore, the company has hinted at future expansion of the Pajero line, with plans to introduce two smaller versions of the SUV, suggesting a broader strategy to capitalize on the model's brand recognition.
Japanese Market
The timing of the Pajero's return aligns with a global surge in the popularity of sport utility vehicles. The Japanese market for large SUVs, the segment in which the new Pajero will compete, was estimated at approximately 100,000 units in 2025, according to research firm MarkLines Co.
This competitive landscape is currently dominated by established players. MarkLines data indicates that Toyota Motor Corp's Land Cruiser was the top-selling model in this segment, commanding a substantial share of about 40% of the market. Mitsubishi's challenge will be to carve out a significant share against such entrenched competition, leveraging the Pajero's heritage and new features to attract buyers.
Key points
- Mitsubishi Motors has relaunched its Pajero SUV after a seven-year discontinuation.
- The new Pajero will be produced in Thailand and sold in approximately 100 countries, with domestic sales starting by year-end.
- It features a diesel engine, ladder frame chassis, seven driving modes, and iconic triple gauges.
- The company positions the Pajero as a key growth driver to increase domestic sales by 50% to 180,000 vehicles by fiscal 2030.
- The large SUV market in Japan was around 100,000 units in 2025, with Toyota's Land Cruiser holding a 40% share.
The revived Pajero could significantly boost Mitsubishi Motors' sales and market share, especially if its global launch is successful and it captures a substantial portion of the growing SUV market, helping the company achieve its ambitious growth targets.
Despite its iconic status, the new Pajero faces stiff competition in the large SUV market, particularly from established leaders like Toyota's Land Cruiser, which could make it challenging for Mitsubishi to meet its aggressive sales targets and regain its former prominence.