Mitsubishi Motors relaunches iconic Pajero SUV in Thailand market

Mitsubishi Motors has announced the revival of the Pajero nameplate, one of its most storied vehicles, as part of efforts to strengthen its position in key Southeast Asian markets. The company will begin delivering the reborn SUV to customers in Thailand, where it will serve as the primary launch market before potential expansion to other regions.

The Pajero holds considerable brand heritage, having established itself as a rugged, capable off-road and lifestyle vehicle since its initial introduction decades ago. The decision to resurrect the model reflects growing demand in Asia for premium sport-utility vehicles and represents a strategic move to capitalize on the nameplate's enduring recognition among consumers.

Thailand's selection as the first market for the revived Pajero underscores the country's importance as a manufacturing and sales hub for Mitsubishi in Southeast Asia. The company has maintained significant operations in Thailand, and the market offers strong potential for the SUV segment.

The relaunch comes as Japanese automakers continue investing in their traditional strengths in Southeast Asia, where brand loyalty and consumer preference for durable, capable vehicles remain robust. Details regarding specifications, pricing, and the timeline for expansion to additional markets were not immediately disclosed.