Mitsubishi Pajero Returns, More Expensive than Land Cruiser, Will It Sell Well?

After being discontinued for six years, Mitsubishi Pajero has returned, and right upon return, it did something quite bold: selling at a price higher than the Toyota Land Cruiser.

On November 2nd, Mitsubishi announced that the new Pajero will go on sale in Japan on December 17th, with a starting price of 6.19 million yen, equivalent to just over 260,000 RMB. Sounds pretty good, right? But the top-spec Super Exceed sells for 7.95 million yen, approximately 336,400 yuan, making it Mitsubishi's most expensive car in Japan directly. This is interesting; an old name that was discontinued for six years is back, and the first thing it does isn't humble itself, but raise prices.

In terms of pricing, it is positioned quite strategically, about 400,000 yen higher than the main Land Cruiser 250 model, roughly over 16,000 RMB, but still not reaching the larger 300 model. Mitsubishi's idea is very clear: it won't compete on price, but will create a gap based on driving feel and the premium feel of the interior. The powertrain is a 2.4-liter twin-turbo diesel engine, 201 horsepower, 470 Nm torque, paired with a 6AT or 8AT. The body is slightly narrower than the Land Cruiser, making it more flexible in turns, and it has a function to switch to rear-wheel drive on paved roads, intended to save fuel. The interior seats and areas around the driver are leather, the whole car has acoustic glass, and effort was made with soundproofing materials, so it can be quieter inside on bumpy roads.

The market response has been quite gracious; since reservations opened in October, orders have already reached 5,500 units, of which 70% chose the top-spec Super Exceed, and 80% were from other brands. Mitsubishi's target in Japan is 1,000 units per month, and with this momentum, selling off the start is no worry.

In my opinion, the interesting part of Mitsubishi's move is that it did not use nostalgia as a price-cutting coupon. Many brands revive old names, and the first reaction is to sell cheaper to pull customers back, but Mitsubishi did the opposite, pricing directly above the Land Cruiser, clearly not wanting to get by on volume alone, but aiming to sustain prices with product strength. 70% choosing top-spec in orders, 80% switching from other brands, shows this strategy is currently getting a positive response.

But the problem is also right there: the cheapest version won't be produced until April 2027, and all high-priced cars will be delivered first, meaning it's testing the waters with high-spec first to establish the brand height before going down market. If this tactic fails to support later low-price versions, the hype will easily fade. There is another hidden risk: it's not produced in Japan, but in a Thai factory, which is somewhat lacking for buyers who value local sentiment. After being discontinued for six years and returning, the market is no longer the same as back then. How much trust is the Pajero brand name still worth? The 5,500 orders are just the beginning; the real test is whether monthly sales of 1,000 can be stabilized.