After a 12-year absence from its home market, Mitsubishi Motors Corp. is reintroducing its Triton pickup truck to Japan. The company aims to target customers in rural areas and tap into the growing popularity of outdoor activities like camping. The new model, a dual-cab five-seater, will hit the market in February 2022 and is expected to be priced at around ¥5.4 million ($37,000). Although slightly pricier than rival Toyota Motor Corp.'s Hilux pickup, which starts at approximately ¥4 million in Japan, Mitsubishi hopes to capitalize on its functionality and appeal to adventure-seeking buyers.
The new Triton boasts a turbo-diesel engine with a capacity of 2.4 liters, offering a rugged and versatile driving experience. The pickup, which measures approximately 5.3 meters in length, 1.9 meters in width, and 1.8 meters in height, was first unveiled earlier this year in Thailand. With seven different driving modes, including options for snow, mud, and rocky trails, the Triton is built to handle various terrains. This feature, combined with its spacious interior, makes it an ideal choice for those who enjoy outdoor pursuits and require a reliable vehicle.
Since its initial launch in 1978, the Triton has seen tremendous success globally, with over 5.6 million units sold worldwide. Currently available in approximately 150 countries, the pickup boasts annual global sales of around 200,000 vehicles. Mitsubishi aims to sell 1,000 to 1,500 units in Japan during the current fiscal year, which ends in March 2023. Chief Product Specialist Yoshiki Masuda expressed the company's ambition to expand the market for pickup trucks in Japan, stating, "We want to spread this truck category."
To meet the revived demand, the Triton vehicles will be manufactured in Thailand and imported to Japan. The decision to bring back the Triton comes after its sales were suspended in Japan back in 2011 due to a decline in demand. However, Mitsubishi believes the current landscape is different, with a surge in popularity for larger vehicles and an increasing number of individuals engaging in outdoor activities. Masuda emphasized, "There is a boom of big cars, and more people into outdoor activities as well."
Mitsubishi's decision to reintroduce the Triton to the Japanese market reflects their focus on catering to evolving consumer preferences and capturing emerging trends. With its rugged capabilities, spacious design, and diverse driving modes, the Triton aims to attract adventure enthusiasts and individuals in rural areas seeking a reliable and versatile pickup truck.