Is Mitsubishi’s Hesitation on the Triton PHEV a Stroke of Genius or a Missed Opportunity?
In a move that’s sparking debate across the automotive world, Mitsubishi is taking a backseat in the race to electrify its popular Triton pickup. But here’s where it gets controversial: while competitors like BYD, Ford, and GWM are already rolling out plug-in hybrid (PHEV) utes, Mitsubishi is opting for a 'wait-and-see' approach. The Japanese automaker argues that electrified utes currently lack widespread 'desirability,' and it’s not convinced the market is ready for a hybrid Triton—at least not yet. But is this cautious strategy a smart play, or is Mitsubishi risking being left behind?
The News: Mitsubishi Plays the Long Game
Despite having advanced hybrid technology in development, Mitsubishi’s local leadership insists there’s no rush to launch a hybrid Triton. Bruce Hampel, the company’s product strategy manager, confirms that while hybrid utes 'will play a part' in the future, the current demand isn’t strong enough to justify a hasty release. 'We’re not really seeing that pull from the market for the desirability of those types of products in the mainstream at this stage,' Hampel explains. Instead, Mitsubishi is closely monitoring how rivals fare with their electrified models before making its move.
The Key Details: Why the Hesitation?
- Market Readiness: Mitsubishi believes most ute buyers aren’t yet sold on hybrid options, preferring the reliability and range of diesel engines.
- Competitor Watch: The company is observing how models like the BYD Shark 6 PHEV, Ford Ranger PHEV, and GWM Cannon Alpha PHEV perform in real-world conditions.
- Timing, Not Abandonment: While a hybrid Triton isn’t imminent, Mitsubishi insists it’s a matter of 'when,' not 'if.'
The Finer Details: Diesel Dominance and Future Plans
Mitsubishi’s current diesel-powered Triton remains a favorite among fleet operators and tradespeople, who rely on its durability and long-range capabilities. Hampel points out, 'There are a lot of users out there… still very heavily reliant on diesel engines to access worksites and cover large distances.' Yet, the company isn’t ruling out electrification entirely. Plans for a PHEV Triton have been on the table since 2018, with hints of a battery-electric (BEV) variant also in the pipeline.
And this is the part most people miss: While BYD’s Shark 6 initially sold out, its monthly sales have since dipped below the Triton’s, and Ford and GWM’s PHEV offerings are struggling to gain traction. Could this be a sign that the market isn’t as ready for electrified utes as manufacturers hoped?
The Road Ahead: Balancing Act or Strategic Delay?
Hampel acknowledges that the future will likely involve a mix of internal combustion engine (ICE) and electrified pickups. 'What that mix is… is going to be interesting to see,' he notes. Mitsubishi’s strategy hinges on using early competitors as a litmus test, while also expanding its electrification efforts beyond pickups to meet New Vehicle Efficiency Standards.
Controversy & Comment Hooks: Is Mitsubishi’s cautious approach a calculated risk, or is it underestimating the pace of change in the automotive industry? Are hybrid utes truly lacking desirability, or is the market simply waiting for the right product? Share your thoughts below—do you think Mitsubishi is making the right call, or should it jump into the electrified ute game sooner rather than later?
