The legendary Mitsubishi Montero is set to roar back onto the scene in 2028, resurrecting a nameplate that once defined rugged off-road adventure. But this isn’t just a nostalgia trip—Mitsubishi’s move is packed with implications for the SUV market and for the brand’s own survival.
Let’s break down what makes the new Montero worth watching, what most people are missing, and why this could be a pivotal moment for Mitsubishi.
Why This Matters
- Mitsubishi desperately needs a hit in the U.S. – Its lineup has shrunk and fallen behind rivals in both tech and appeal.
- Reviving the Montero taps into a growing off-road SUV trend, currently dominated by models like the Ford Bronco, Toyota 4Runner, and Jeep Grand Cherokee.
- The partnership with Nissan means shared expertise, but also a chance for Mitsubishi to reclaim its reputation for real-deal adventure vehicles.
What Most People Miss
- Platform ambiguity: The new Montero could ride on Nissan’s Frontier (midsize) or Armada (full-size) platform. This will hugely affect capability, size, and market position—but Mitsubishi hasn’t confirmed which.
- Hybrid power and off-road cred: Expect a Nissan-sourced twin-turbo V6 (potentially 425 hp!) and a plug-in hybrid, giving the Montero a unique edge as one of the few body-on-frame, hybrid-capable off-roaders.
- Brand challenge: Most younger buyers don’t remember the Montero’s glory days. Mitsubishi faces an uphill battle to convince them it’s not just another badge-engineered SUV.
Key Takeaways
- Heritage meets modern tech: The Montero’s return isn’t just about nostalgia. With hybrid options and a platform partnership, it aims to blend old-school toughness with new-age efficiency.
- Serious competition: The Montero enters a market crowded with icons—Bronco, 4Runner, Grand Cherokee. Its success depends on how well it can carve out a unique identity.
- Pricing and Positioning: Expect a starting price in the low $60,000s, likely with three rows and a robust feature set. This puts it squarely against mid-to-upper tier competitors.
Industry Context & Comparisons
- Off-road SUVs are booming, with sales of vehicles like the Bronco and 4Runner up double digits over the past three years.
- Mitsubishi’s global sales have lagged, with only 0.5% U.S. market share in 2023—far behind Toyota, Ford, and Jeep.
- By offering a hybrid, Mitsubishi could attract buyers who want capability without the gas guzzling—something most direct competitors lack.
Potential Pitfalls
- Badge engineering risk: If the Montero is just a Nissan in disguise, off-road purists will balk.
- Brand perception: Without a strong marketing push, Mitsubishi could struggle to overcome its “budget brand” image.
- Timing: With an expected arrival in 2027, rivals may have already moved the goalposts with updated models or new tech.
Timeline: Montero’s Comeback at a Glance
- 2023: Rumors of Montero revival gain traction
- 2024: Mitsubishi and Nissan deepen platform sharing
- 2027: U.S. sales of the new Montero expected to begin, starting around $60,000
- 2028: Full product launch and first customer deliveries
The Bottom Line
The 2028 Mitsubishi Montero is more than a comeback—it’s a bold bet on a booming off-road market and a last-ditch effort to inject excitement into Mitsubishi’s U.S. lineup. If they get the formula right, the Montero could become a cult favorite once again. But if not, it risks being lost in a sea of more established rivals. The real question: Is this the SUV that finally makes Mitsubishi relevant again?