Mitsubishi Motors North America
Corporate brand
UnclaimedThe North American sales, marketing, and research-and-development operation of Mitsubishi Motors Corporation.
Last updated October 14, 2026
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Overview
Mitsubishi Motors North America, Inc. (MMNA) is Mitsubishi Motors Corporation’s principal operating organization for the United States and its related North American activities. It manages the marketing, distribution, sales, dealer relations, customer support, and selected research-and-development functions for Mitsubishi-badged vehicles in the region. Its administrative headquarters is in Franklin, Tennessee, near Nashville, while Mitsubishi Motors R&D of America is based in Ann Arbor, Michigan. The company sells Mitsubishi passenger vehicles and sport utility vehicles through a substantially smaller dealer network than the brand maintained during its peak U.S. expansion, with the business centered on products such as the Outlander, Outlander Sport, Eclipse Cross, Mirage, and related market-specific derivatives when offered. MMNA was established in 1981 after Mitsubishi and Chrysler encountered strategic tensions in the U.S. subcompact market. Mitsubishi had previously relied heavily on Chrysler as its American import partner, but the Japanese manufacturer increasingly wanted direct control over its sales organization and brand development. MMNA began U.S. operations in 1982 with a limited allocation of Tredia sedans, Cordia coupes, and Starion sports coupes sold through an initial network of dealers. The Mighty Max pickup followed as the company expanded its range. A major step in Mitsubishi’s North American industrial strategy was the creation of Diamond-Star Motors, a joint venture with Chrysler in Illinois that began production in the 1980s. Local production helped Mitsubishi reduce exposure to import restrictions and gave the company substantially greater manufacturing capacity. Mitsubishi acquired Chrysler’s interest in the venture in 1991, although the plant and its successors later became part of the wider Chrysler and then Stellantis industrial landscape. During the early 1990s Mitsubishi rapidly increased U.S. sales, broadened its retail presence, and added rental-car activities. By the end of the decade and the beginning of the next, the brand was recording strong growth and was regarded as one of the fastest-growing Japanese marques in the United States. The growth strategy later produced serious financial and operational difficulties. In 2003, MMNA used an aggressive “0–0–0” financing promotion involving no down payment, zero interest, and deferred payments. Defaults after the deferral period left the captive finance operation with vehicles worth less than their associated costs, requiring a reported $454 million provision. The problem coincided with the fallout from Mitsubishi Motors’ broader Japanese recall-cover-up controversy, damaging consumer confidence and contributing to a sharp decline in North American sales. Product launches such as the Outlander and Eclipse had some success, while models including the Endeavor struggled to meet expectations. The company also experimented with the Raider pickup, developed with Chrysler and based substantially on the Dodge Dakota. MMNA began rebuilding its business during the 2010s through a narrower product range, refreshed vehicles, improved retail performance, and a stronger emphasis on crossovers and sport utility vehicles. The company reported a record U.S. sales year in 2015 and ended its captive finance subsidiary, Mitsubishi Motors Credit of America. It also decided to close its sole North American vehicle-production facility in Normal, Illinois. Complete vehicle production ended in 2015, replacement-parts production continued until 2016, and the facility was subsequently acquired for use by Rivian. Mitsubishi thereafter concentrated North American operations on importing vehicles, sales, marketing, distribution, and engineering rather than manufacturing complete vehicles in the region. In 2019 Mitsubishi announced that its North American headquarters would move from Cypress, California, to Franklin, Tennessee. The relocation placed MMNA near Nissan’s U.S.…
History
Mitsubishi Motors North America was formed in 1981 as Mitsubishi sought greater independence from Chrysler, its former U.S. import partner. The first MMNA sales began in 1982 through approximately 70 dealers in 22 states. Initial products included the Tredia sedan, Cordia coupe, Starion sports coupe, and later the Mighty Max pickup. The organization was created to give Mitsubishi direct responsibility for American marketing and distribution at a time when Japanese manufacturers faced trade restrictions and intense competition in small cars. In 1985 Mitsubishi and Chrysler established Diamond-Star Motors in Normal, Illinois. Building vehicles in the United States offered Mitsubishi a way to expand capacity and reduce exposure to import quotas. The factory began producing vehicles in 1988, and Mitsubishi increased its dealer network and launched broader advertising activity. In 1991 Mitsubishi purchased Chrysler’s interest in the venture for $100 million. The company also entered the U.S. rental-car sector through the acquisition of Value Rent-a-Car and reached sales of nearly 190,000 vehicles in the early 1990s. The late 1990s and early 2000s were MMNA’s strongest expansion period. Despite a difficult environment for Mitsubishi Motors globally, the North American operation set sales records repeatedly from 1999 through 2002, with sales growth reaching approximately 345,000 vehicles in 2002. The company’s dealer presence, manufacturing scale, and product range expanded rapidly, and external manufacturing rankings cited substantial improvements at the Normal plant. The expansion then reversed. In 2003 MMNA’s highly aggressive “0–0–0” financing campaign attracted many high-risk borrowers. When deferred payments became due, a significant number of customers defaulted. Mitsubishi’s credit operation was left with returned vehicles that had depreciated below their effective cost, and the company recorded a reported $454 million provision. The financial problem was compounded by a wider Mitsubishi Motors recall-cover-up scandal in Japan. U.S. sales fell sharply between 2003 and 2005. Later products produced mixed results: Outlander and Eclipse sales improved in some periods, while the Endeavor SUV failed to achieve its objectives. The 2005 Raider, developed with Chrysler and based largely on the Dodge Dakota, was an attempt to restore Mitsubishi’s presence in the pickup market. During the late 2000s MMNA introduced the Lancer and adjusted production and export arrangements at Normal. Puerto Rico operations were transferred to Mitsubishi’s Central and South America regional organization in 2008. During the 2010s the company pursued a smaller and more sustainable North American strategy, with increasing emphasis on crossovers and SUVs. In 2015 it reported a record U.S. sales year, ended its captive finance subsidiary, and announced the closure of the Normal plant. Complete vehicle assembly ended in November 2015, replacement-parts production continued until May 2016, and Rivian later took over the facility. Model refreshes in 2016 included the Mirage, Lancer, Outlander, and RVR/Outlander Sport, while the Mirage G4 sedan was introduced. The company reported continued U.S. growth and strong Canadian retail performance. In 2019 MMNA announced that its administrative headquarters would move from Cypress, California, to Franklin, Tennessee. Alliance restructuring discussions in 2020 led to speculation that Mitsubishi might reduce its North American presence in favor of Southeast Asian and Oceanian markets, but the regional operation continued. Mark Chaffin became president and CEO in 2022 after Yoichi Yokozawa’s two-year tenure. MMNA now functions principally as a sales, marketing, distribution, customer-service, and engineering organization for imported Mitsubishi vehicles in North America.
- 2022
Mark Chaffin becomes president and CEO
[1]Mark Chaffin succeeds Yoichi Yokozawa as president and chief executive officer of Mitsubishi Motors North America.
- 2019
Headquarters relocation is announced
[1]MMNA announces the relocation of its North American headquarters from Cypress, California, to Franklin, Tennessee.
- 2016
Final Normal plant operations end
[1]Replacement-parts production ends at the Normal facility after complete vehicle production stopped the previous year.
- 2015
Normal plant closure is announced
[1]Mitsubishi announces the closure of its only North American vehicle-production facility and ends its captive finance subsidiary.
- 2005
Raider pickup launches
[1]MMNA introduces the Raider pickup through a Chrysler-related program based largely on the Dodge Dakota.
- 2003
Aggressive financing strategy causes credit losses
[1]The 0–0–0 financing campaign produces substantial defaults and forces a large provision by Mitsubishi’s U.S. credit operation.
- 2002
Expansion reaches Canada and Puerto Rico
[1]MMNA expands its organizational scope to Canada and Puerto Rico and reaches the high point of its early-2000s sales expansion.
- 1991
Mitsubishi acquires Chrysler’s Diamond-Star interest
[1]Mitsubishi buys Chrysler’s share of Diamond-Star Motors and gains full ownership of the venture.
- 1985
Diamond-Star Motors joint venture begins
[1]Mitsubishi and Chrysler establish the Diamond-Star Motors manufacturing venture in Normal, Illinois.
- 1982
Initial U.S. sales begin
[1]MMNA begins selling Tredia, Cordia, and Starion models through an initial dealer network in 22 states.
Products and positioning
A focused Japanese automotive brand offering relatively accessible passenger vehicles and crossover SUVs, with an emphasis on practicality, utility, all-wheel-drive availability, and value-oriented ownership.
Midsize crossover SUV
Mitsubishi Outlander
The Outlander is one of MMNA’s central products and a major driver of the company’s later North American recovery. It provides a larger crossover alternative within the Mitsubishi range and has been offered with utility-focused packaging and, in some generations and markets, electrified or all-wheel-drive variants.
Compact crossover SUV
Mitsubishi Outlander Sport
The Outlander Sport, known as the RVR in some markets, is a smaller crossover positioned below the Outlander. It has been an important volume vehicle for MMNA and was the last Mitsubishi model assembled at the Normal, Illinois, plant.
Compact crossover SUV
Mitsubishi Eclipse Cross
The Eclipse Cross extends the Mitsubishi range into the compact crossover segment. It uses the Eclipse name within a utility-oriented body style and supports MMNA’s strategy of focusing the brand on SUVs and crossovers rather than a broad traditional passenger-car portfolio.
Subcompact hatchback
Mitsubishi Mirage
The Mirage is a small, value-oriented hatchback sold as an accessible entry point to the Mitsubishi brand. Its compact dimensions and economy positioning have made it relevant to MMNA’s strategy of maintaining an affordable passenger-car offering alongside its crossover lineup.
Subcompact sedan · 2016
Mitsubishi Mirage G4
The Mirage G4 is the sedan derivative of the Mirage, introduced for markets seeking a conventional three-box body style. It broadened Mitsubishi’s entry-level offering in North America during the 2016 product-refresh period.
Compact car · 2007
Mitsubishi Lancer
The Lancer was a significant compact-car nameplate for Mitsubishi in North America. A new generation debuted in 2007, and the model formed part of the brand’s passenger-car range before Mitsubishi increasingly concentrated on crossovers and SUVs.
Pickup truck · 2005
Mitsubishi Raider
The Raider was a mid-size pickup introduced through a Chrysler collaboration in 2005. It was based largely on the Dodge Dakota, built at Chrysler’s Warren, Michigan, plant, and then transferred for Mitsubishi-specific finishing and badging.
Sports coupe · 1982
Mitsubishi Starion
The Starion was among MMNA’s initial U.S. offerings in 1982. As a turbocharged sports coupe, it gave the new North American operation a performance-oriented product alongside its smaller sedans and coupes.
Controversies
2020
Mitsubishi recalls 141,200 vehicles for suspension-corrosion risk
Mitsubishi Motors North America is recalling 141,200 Lancer, Lancer Sportback, Outlander, and Outlander Sport vehicles because saltwater exposure may corrode front-suspension parts. The corrosion could cause other suspension components to detach, resulting in a loss of vehicle control and increased crash risk. The recall covers vehicles originally sold or registered in specified Salt Belt states and Washington, D.C.
2003
Financing losses and sales decline
The 0–0–0 financing program generated substantial defaults after its payment deferral period. The U.S. credit operation recorded a reported $454 million provision, while the resulting business damage coincided with the broader Mitsubishi Motors recall-cover-up controversy and a steep fall in MMNA sales.
1994
Sexual-harassment allegations at the Normal plant
Twenty-nine women filed a lawsuit alleging that Mitsubishi fostered a workplace climate of sexual harassment at its Normal, Illinois, plant. The Equal Employment Opportunity Commission filed a later class action on behalf of approximately 300 additional women. Mitsubishi initially denied systemic problems but retained former U.S. Labor Secretary Lynn Morley Martin to recommend policy and workplace changes. The 1994 case was settled for $9.5 million in 1997, and an agreement with the EEOC was reached later that year.
Marketing campaigns
- 20030–0–0 financing promotion
United States
MMNA promoted vehicle financing with no down payment, zero interest, and deferred monthly payments. The campaign was designed to accelerate sales and move the company toward an ambitious annual-volume target.
Outcome. A large number of financially weak borrowers later defaulted, leaving the captive finance operation with depreciated returned vehicles and contributing to a reported $454 million provision.
- 1989First nationwide advertising campaign
United States
After the Diamond-Star manufacturing program expanded available capacity, Mitsubishi increased its dealer network and launched its first nationwide U.S. advertising campaign.
Outcome. The campaign supported the company’s effort to establish a larger national retail presence.
Brand decisions
2019
Move North American headquarters to FranklinStrategyBackground
Mitsubishi reviewed the organization of its North American operations within the Renault–Nissan–Mitsubishi Alliance.
Action taken
The company announced that its administrative headquarters would move from Cypress, California, to Franklin, Tennessee.
Aftermath
The relocation placed MMNA near Nissan’s U.S. headquarters and consolidated the company’s administrative base in the Nashville area.
2015
Close the Normal, Illinois, vehicle plantStrategyBackground
Mitsubishi was shifting investment toward Asian markets and needed to address unused North American manufacturing capacity.
Action taken
MMNA announced the closure of its sole North American vehicle-production facility. Complete vehicle production ended in November 2015, with parts production continuing temporarily.
Aftermath
The final parts operations ended in 2016, and Mitsubishi’s North American business became primarily an import, distribution, sales, marketing, and engineering operation.
1991
Acquire Chrysler’s share of Diamond-Star MotorsM&ABackground
Mitsubishi sought direct control over its North American manufacturing platform as its U.S. business expanded.
Action taken
Mitsubishi purchased Chrysler’s interest in Diamond-Star Motors.
Aftermath
Mitsubishi became the sole owner of the venture and strengthened its independent industrial position in the United States.
Acquisition price. $100 million (1991)
1985
Create Diamond-Star Motors with ChryslerStrategyBackground
Japanese vehicle import restrictions made local production attractive, while Mitsubishi wanted greater capacity for its U.S. growth plan.
Action taken
Mitsubishi and Chrysler formed a joint manufacturing venture in Normal, Illinois.
Aftermath
The venture supplied U.S.-built vehicles and became the foundation of Mitsubishi’s North American manufacturing presence.
Recent events
Mitsubishi offers $1,000 Veterans Day discount[4]
Mitsubishi Motors North America offered active-duty military members and veterans a $1,000 discount on the purchase of a new Mitsubishi vehicle through November 30, 2021, alongside its standard military discount. The offer was available on select models and subject to restrictions.
Reported
Mitsubishi Motors North America reports second-quarter sales growth[5]
Mitsubishi Motors North America reported second-quarter 2021 sales of 25,146 vehicles, up 106% compared with the second quarter of 2020.
Reported
Mitsubishi Motors North America launches MiGEAR merchandise collection[6]
Mitsubishi Motors North America announced the launch of the MiGEAR merchandise collection, a line of more than 60 apparel and accessory items available through U.S. dealer partners and online.
- Unconfirmed
Reported
Mitsubishi recalls 141,200 vehicles for suspension-corrosion risk[3]
Mitsubishi Motors North America is recalling 141,200 Lancer, Lancer Sportback, Outlander, and Outlander Sport vehicles because saltwater exposure may corrode front-suspension parts. The corrosion could cause other suspension components to detach, resulting in a loss of vehicle control and increased crash risk. The recall covers vehicles originally sold or registered in specified Salt Belt states and Washington, D.C.
Sources6 sources
- 1Mitsubishi Motors North Americaen.wikipedia.org
- 2Mitsubishi Motors North America official websitemitsubishicars.com
- 3Mitsubishi recalls 141,200 vehicles for suspension-corrosion riskconsumerreports.org
- 4Mitsubishi推出1,000美元退伍军人节优惠theautochannel.com
- 5三菱汽车北美公司公布第二季度销量增长prnewswire.com
- 6三菱汽车北美推出 MiGEAR 商品系列prnewswire.com
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