Mitsubishi is signaling to North American dealers that a new Montero could arrive stateside, reviving a nameplate that vanished from the U.S. market in 2006. The potential model would leverage the global Pajero platform launching in Q3 2024.
The Montero name carries weight in North America. The original SUV built a loyal following across three generations, known for body-on-frame toughness and serious off-road capability. Mitsubishi discontinued the model two decades ago as the market shifted toward crossovers and the brand struggled with volume.
Using the new Pajero platform makes strategic sense. The global Pajero returns this year with modern engineering, improved fuel economy, and updated infotainment. Mitsubishi would simply badge it as a Montero for U.S. and Canadian markets, similar to how it handles regional naming elsewhere.
The timing aligns with an industry-wide revival of traditional SUVs. Toyota resurrected the 4Runner with a rugged new generation. Jeep expanded its Wrangler lineup. Ford brought back the Bronco. Consumers hungry for body-on-frame vehicles with genuine off-road prowess now have options again.
Mitsubishi faces challenges executing this play. The brand commands just 1.2 percent of the U.S. market. Dealers need inventory to rebuild, and Mitsubishi's model lineup remains thin. A new Montero would require significant investment in marketing and supply chain.
But the Pajero platform provides a foundation. The global version delivers modern safety tech, turbocharged efficiency, and available hybrid powertrains depending on market. A North American Montero could undercut competitors on price while matching capability.
Dealers remain the wild card. These reports suggest Mitsubishi is gauging dealer interest before comm