Mitsubishi’s latest SUV has attracted strong early demand in Japan, with over 5,500 pre-orders—many from owners of competing brands—highlighting its appeal as the company seeks to directly compete with Toyota’s iconic Land Cruiser. The model’s pricing strategy aims to revitalize Mitsubishi’s global sales, which have faced challenges in recent years. Analysts suggest the SUV’s launch could mark a turning point for the automaker’s struggling market position. Whether it can sustain momentum remains to be seen as it enters a crowded luxury SUV segment.
Mitsubishi's flagship SUV has pulled in 5,500 Japanese orders, most from rival-brand owners, as the automaker prices it to challenge Toyota's Land Cruiser and revive struggling global sales.
