Mitsubishi Motors revives Pajero SUV in bid to regain global presence

Mitsubishi Motors reintroduced the Pajero SUV after a seven-year absence, positioning it as its flagship vehicle, according to Kyodo News. The company aims to launch the new model in approximately 100 countries, with domestic sales commencing by the end of the year. Production will take place in Thailand. The first-generation Pajero debuted in 1982, earning a reputation for reliability in cross-country excursions after clinching a class victory in a major rally just months later.

Though the pricing remains undisclosed, the revamped Pajero boasts a diesel engine, a rigid ladder frame chassis, seven driving modes, and the classic triple gauges found on the center consoles of earlier models. Although Mitsubishi has not disclosed the sales figures for the discontinued Pajero line, the brand had previously sold over 3.29 million units globally across multiple generations.

The revived model is slated to serve as a key growth engine for Mitsubishi under its medium-term business strategy until fiscal 2029. The company anticipates the Pajero to assist in achieving its goal of boosting domestic sales by 50% from the 2024 level, targeting around 180,000 units by fiscal 2030. Mitsubishi also intends to introduce two smaller variants of the Pajero in the future.

The Japanese market for large SUVs, the new Pajero's chief competitors, totaled around 100,000 units in 2025, as reported by research firm MarkLines Co. The Toyota Land Cruiser emerged as the top-selling model, capturing roughly 40% of the market, according to MarkLines.