Why the Pajero, Returning After Seven Years, Has a Path to Victory in the "Age of EVs"

The commentator first takes up the question of whether this goes against the times. The answer they point to is Mitsubishi's position as a company. Mitsubishi is a small automaker that can't beat giants like Toyota on scale, so it stops fighting in every market and narrows its focus to its own strengths, the commentator explains. The two strengths cited are its off-road technology, which excels on rough terrain, and the Southeast Asian market.

The next point is regional differences between markets. According to the commentator, EVs are growing in the world's cities and in China. But in Latin America, the Middle East, Africa, and rural Southeast Asia, there are still nowhere near enough charging stations. On top of that, in these regions a breakdown is a serious problem, and places that can do repairs are essential. That is why rugged, hard-to-break diesel vehicles that can be fixed anywhere are still strong, the commentator says. The view is that this is a "blind spot" that many people overlook amid the shift toward EVs.

The commentator says the Pajero's revival has two "hidden weapons." The first is turning the brand into an asset. The Pajero has won the Dakar Rally, known as a grueling race, a total of 12 times, making it a legendary name when it comes to toughness. Mitsubishi will market this name not simply as a model name but as a brand: "When it comes to toughness, it's the Pajero." The aim, the commentator explains, is to make the name itself a source of value, just like Toyota's Land Cruiser.

The second is peace of mind after ownership. While Chinese EV makers go on the offensive with low prices and the latest features, what Mitsubishi is selling is the reassurance that, once you buy it, it will run for a long time without breaking down and can be repaired anywhere, the commentator says. It competes not on price or novelty but on being something you can "keep using for years." In emerging markets, this is extremely effective, in the commentator's assessment.

Pulling all this together, the commentator sums up Mitsubishi's "turnaround strategy" as refusing to fight on the same playing field as everyone else, and instead breaking into the blind spots where its strengths can be put to fullest use, armed with its brand and reliability. They then broaden the point, saying this isn't just about cars. Rather than competing with everyone where things are trendy, win where your strengths count the most. They also pose a question to viewers: where do the strengths of your company, or your own strengths, count the most? And are you competing somewhere simply "because everyone else is going there"?

Finally, the commentator points out that this strategy has a "senior predecessor": Toyota's Land Cruiser. Even as the world moved toward EVs and eco-friendliness, it stuck with being a rugged, full-fledged SUV, building a brand in emerging markets and on rough roads where "the Land Cruiser is invincible." Because it doesn't break down, it sells for high prices even used and is extremely popular. Mitsubishi's Pajero is following exactly this formula for success, the commentator concludes.