Mitsubishi presence in the U.S. has quietly faded in recent years, marked by the absence of icons like the Lancer Evolution and the rugged appeal of its once-boxy SUVs. The brand, long seen as an underdog, is now mostly known for offering America’s most affordable new car. But that reputation may not tell the whole story—at least according to a senior executive at Mitsubishi’s Australian division, who hints at a more ambitious future.
Jason Griffith, product strategy manager for Mitsubishi Australia, recently told CarSales Australia that the brand has taken note of the growing demand for rugged, adventure-ready vehicles like the Subaru Wilderness lineup and the Hyundai Santa Fe XRT. Speaking to journalists at the launch of the 2025 Mitsubishi Outlander in Adelaide, Griffith expressed interest in seeing Mitsubishi tap into that same adventurous spirit. Specifically, he floated the idea of evolving the Outlander into a more capable, trail-ready model—something that could challenge the soft-roader norm and reassert Mitsubishi’s off-road heritage.
“The underpinning of our Super All-Wheel Control system is really a good all-wheel-drive-capable SUV, and we’re really proud of that,” Griffith told CarSales. “That underpinning does set a space to expand that in the future. People are wanting this more adventurous sort of vehicle in an SUV, and I certainly hope that we could work towards that in the future.”
Griffith’s comments suggest Mitsubishi is seriously considering a tougher, more off-road-focused Outlander variant—one that could stand toe-to-toe with Subaru’s Wilderness models or Hyundai’s XRT trim. While nothing has been confirmed yet, it’s a hopeful signal that Mitsubishi may once again lean into its rugged roots and build something that resonates with outdoor enthusiasts.
Griffith stopped short of confirming that Mitsubishi will produce a rugged Outlander variant, but he did say he would “expect” the brand to explore that direction in the future. He also referenced Mitsubishi’s deep Australian heritage—where off-road capability remains a key priority for buyers—hinting that any such development may be aimed at markets like Australia before making its way to the U.S. For now, American buyers will have to wait and see if Mitsubishi’s underdog story includes a return to the adventurous spirit it was once known for.
Even so, there’s a strong case for Mitsubishi to dial up its efforts in the U.S. market. The brand has become something of a sleeper in North America, but a truly off-road-capable crossover or SUV—especially one priced to undercut Subaru—could quickly turn heads. While Subaru doesn’t separate Wilderness sales from its mainline models, it’s clear that embracing ruggedness has paid off. The same goes for Hyundai, Ford, and Toyota, all of which now offer dedicated adventure-ready trims that appeal to consumers eager for capability and style. If Mitsubishi follows suit, it could finally reassert itself in a market hungry for affordable, go-anywhere utility.
There could also be room for Mitsubishi to tap into its performance heritage by reviving a storied nameplate. The Ralliart badge, once synonymous with the brand’s rally-bred Lancer Evolution sedans, eventually found itself diluted—relegated to appearance-focused trim levels with little true performance backing. But according to Griffith, any potential Ralliart revival would need to be done with care. He told CarSales that bringing the name back wouldn’t be a matter of slapping on decals or body kits; it would require genuine substance to honor its legacy.
Still, Mitsubishi fans might want to temper their excitement—for now. Giving the green light to a rugged reimagining of the brand’s core model, especially for markets like Australia or North America, would involve extended development timelines and plenty of logistical hurdles. But the desire is clearly there, and if Mitsubishi can harness that momentum, we’d be eager to see what the brand could deliver in the not-so-distant future.
