As the world faces a major turning point economically, socially, and geopolitically, the automotive industry is also in an era of unprecedented transformation, required to respond to electrification, intelligence, and diversifying values. In this highly uncertain environment, we believe the key for Mitsubishi Motors to sustainably create value and contribute to society lies in the pursuit of our "uniqueness” —that is, our "Mitsubishi Motors-ness."
Our vision is to "Create a vibrant society by realizing the potential of mobility." This means more than just manufacturing cars. It embodies our desire to evolve people's mobility into an experience that is more efficient, comfortable, and at times, even exciting and adventurous. By doing so, we aim to support the endeavors and economic activities of each individual and contribute to the revitalization of society as a whole.
To realize this vision, under our Mid-Term Business Plan, "Challenge 2025," we are working to strengthen our business in growth markets centered on the ASEAN region, promote electrification, and provide products and services with "Mitsubishi Motors-ness." Particularly in the fields of PHEVs and HEVs, we are leveraging our expertise as a pioneer in mass-producing electrified vehicles. With models like the “Outlander” PHEV and “Xforce” HEV, we deliver value that combines both environmental performance and the joy of driving.
Furthermore, we are expanding our share in the ASEAN region by strengthening our operations in the Philippines and Vietnam, while the optimization of our sales regions, including China, is also proceeding as planned. In terms of products, we are enhancing our brand strength by launching models like the “Delica Mini” and “Triton,” which cater to active lifestyles. We are also venturing into new business areas such as financial and energy-related services to diversify our revenue base.
Supporting these initiatives are our "agility" to respond flexibly to change and our long-held culture of Sangen shugi (the “three realities” principle: go to the site, see the actual item, grasp the reality). By thoroughly adhering to this fundamental principle and encouraging discussions among our diverse talents, we make truly valuable decisions.
Rather than being swayed by trends, we focus on identifying the essential value for our customers and making sound, grounded investment and management decisions. We believe that the source of our value creation is bringing together individuals with a strong desire to "do this at Mitsubishi Motors" and cultivating a corporate culture that supports their challenges.
In our dialogue with shareholders and investors, we sometimes receive feedback describing us as a "nice-niche company with strong ASEAN operations and distinctive products and technologies." This is a testament that the direction we are heading is being clearly communicated, and it serves as great encouragement for us.
Our goal is not to generate short-term results, but to achieve steady and robust growth by refining our unique strengths—our "Mitsubishi Motors-ness." Through this, we will achieve a sustainable enhancement of our corporate value and provide stable shareholder returns, while also delivering tangible value to society.
Mitsubishi Motors will continue to take on challenges. Together with all our stakeholders, we will move forward as one to build a better future.
We ask for your continued support and look forward to you joining us on our journey of challenge and growth.
2025