Mitsubishi Motors North America, Inc.

Mitsubishi Motors North America, Inc. (MMNA) is the U.S. operation of Mitsubishi Motors Corporation, responsible for the sales, marketing, and customer service of Mitsubishi Motors vehicles in the United States. The company's mission is to offer new experiences to customers through creative products and to create technology that empowers people and enriches their lives, while contributing to a sustainable society. MMNA's administrative headquarters is located in Franklin, Tennessee.

MMNA's core business involves the distribution and sale of a range of automobiles, including SUVs, crossovers, and electric vehicles. Key models include the Outlander, Eclipse Cross, Outlander Sport, and the Outlander Plug-in Hybrid. The company also provides associated services such as financing, parts, and repairs through its network of approximately 330 dealer partners across the U.S. While the production of the Mirage has ceased, dealer inventory continues to be sold. The company targets a diverse customer base, including middle to high-income individuals, tech-minded buyers, and suburban families, with a strategic focus on SUVs and Plug-in Hybrid Electric Vehicles (PHEVs).

Under the leadership of President and CEO Mark Chaffin, MMNA is executing its "Momentum 2030" business plan, which aims to expand and refresh its vehicle lineup with one new or completely refreshed model annually through 2030, incorporating advanced-technology internal combustion engines, hybrids, plug-in hybrids, and battery electric vehicles. The U.S. market is a priority for Mitsubishi's global turnaround efforts. MMNA achieved a significant milestone by ranking first in the mass-market segment of the J.D. Power 2023 U.S. Customer Service Index Study. Recent performance includes an 11% increase in total first-quarter 2025 sales year-over-year, with the Outlander leading in volume and the Outlander Plug-in Hybrid achieving its best-ever dealer-retail month in March. Mitsubishi Motors is also set to debut a new electric vehicle in North America, named the “Eclipse Sportback.” Despite these advancements, dealers have voiced concerns regarding declining profitability, attributing it to a limited product lineup, rising prices, and weak consumer demand, with a notable portion of 2024 U.S. sales comprising fleet transactions.