# Mitsubishi Motors Reaffirms Philippines as Priority Market Despite BYD Pressure

> Mitsubishi Motors Philippines sold 46,162 units this year, keeping the country a priority market even as parent MMC reassesses Southeast Asia.

- Published: 2026-10-29T00:12:51+00:00
- Section: Expansion
- Author: News Desk
- URL: https://newsforagent.com/news/2026-10-29/mitsubishi-motors-philippines-priority-market
- Source: [Inquirer](https://business.inquirer.net/618571/philippines-to-remain-mitsubishi-motors-priority)

## Key takeaways

- Mitsubishi Motors Philippines Corp. sold 46,162 units in the Philippines, ahead of BYD's 28,399 units.
- MMPC named the Philippines one of three priority markets in Mitsubishi Motors Corp.'s mid-to-long-term strategy, alongside Vietnam and Japan.
- Mitsubishi CEO Takao Kato acknowledged the automaker had leaned too heavily toward Southeast Asia products, per Nikkei Asia.
- Mitsubishi will debut the 2028 Outlander Diamond Trail Edition at SEMA on November 3, 2026, in Las Vegas.

Mitsubishi Motors Philippines Corp. Sold 46,162 units in the Philippines this year, keeping a lead over [BYD](https://akta.pro/company-profiles/0000ihb/byd-company)'s 28,399 units, and reaffirmed the country as one of three priority markets in its parent's mid-to-long-term strategy, alongside Vietnam and Japan. The [Inquirer](https://business.inquirer.net/618571/philippines-to-remain-mitsubishi-motors-priority) reported the figures and the company's statement.

## Mitsubishi Philippines Holds Its Ground Against BYD

MMPC said it sees long-term potential in the Philippine automotive market and that Mitsubishi Motors Corp. Has identified the country as a priority market reflecting its continued importance to the company's regional presence. The assurance follows a Nikkei Asia report that Mitsubishi Motors is rethinking its strategic emphasis on Southeast Asia, where Chinese electric vehicle manufacturers have been gaining ground.

BYD had climbed to become the Philippines' third-bestselling automotive brand as of August, according to the Inquirer. The Chinese automaker unveiled its second-generation Dolphin Mini hatch in China, with a 42 cm length increase to 4.20 m and a 94-liter frunk, Estadao reported. Mitsubishi Motors CEO Takao Kato acknowledged at a May briefing that the automaker had "leaned too heavily" toward developing products for Southeast Asia, Nikkei Asia reported. The Japanese automaker was reportedly looking to strengthen its presence in developed markets including the United States and Oceania while reducing the number of new models developed specifically for Southeast Asia.

## Mitsubishi's Recent Product and Partner Moves

Mitsubishi will debut the 2028 Outlander Diamond Trail Edition at SEMA on November 3, 2026, in Las Vegas, adding a dedicated Rock drive mode, revised bumpers and all-terrain tires, Motor1.com reported. Honda and Mitsubishi signed an MOU to develop a Honda-badged pickup based on the Mitsubishi Triton, with sales starting in 2028 in the ASEAN market, Motor1.com reported. Mitsubishi is planning a kei-class Pajero Mini, a compact unibody SUV for the Japanese market possibly around 2029, Autoevolution reported.

## Rivals Expand Plants and Push for European Footholds

Mazda Toyota Manufacturing produced its one millionth vehicle at its North Alabama plant, celebrating with the Mazda CX-50 and Toyota Corolla Cross, and awarded $120,000 in grants to four organizations for workforce development, [Yahoo](https://www.yahoo.com/news/articles/mazda-toyota-manufacturing-marks-1-162703360.html) reported. Volkswagen is expanding its Hefei development center to serve global markets beyond China, investing about 3.5 billion euros, with plans to export 300,000 vehicles annually by the end of the decade, [FAZ.NET](https://www.faz.net/aktuell/wirtschaft/unternehmen/volkswagen-baut-hefei-zum-globalen-entwicklungszentrum-aus-201629121.html) reported. Toyota is asking the Made in Europe initiative to include its partners, as Chinese brands have doubled Japanese ones in Europe, [Lecho](https://www.lecho.be/dossiers/mobilite/double-par-les-chinois-toyota-demande-a-faire-partie-du-made-in-europe/10697171.html) reported.

## Mitsubishi's November Debut in Las Vegas

Mitsubishi's 2028 Outlander Diamond Trail Edition is set to debut at SEMA on November 3, 2026, in Las Vegas, with no pricing or on-sale date announced, Motor1.com reported.

## Companies in this story

- Mitsubishi Motors · website: http://www.mitsubishi-motors.com
- [BYD Company company profile](https://akta.pro/company-profiles/0000ihb/byd-company) · website: https://en.byd.com
- [mitsubishi motors (philippines) company profile](https://akta.pro/company-profiles/02maow6/mitsubishi-motors-philippines) · website: http://www.mmpc.ph

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