Mitsubishi helped pioneer the electric vehicle market more than a decade ago with the now-discontinued i-MiEV minicar. But the Japanese automaker finds itself flat-footed just as the industry pivots toward a zero-emission future.
Mitsubishi's threadbare U.S. lineup of four models includes just one electrified vehicle — a plug-in hybrid variant of the brand's bestselling Outlander crossover.
While EVs account for a fraction of new-vehicle sales in the U.S., a new generation of models with competitive prices and specs is now whetting Americans' appetite. According to data from financial services company Experian, EV registrations grew by 91 percent last year to 481,677. Edmunds estimates EV sales will reach a record 600,000 in the U.S. this year for a 4 percent market share.