ANN ARBOR, Mich. — The redesigned Mitsubishi Outlander and its about-to-arrive plug-in hybrid variant are greater than an infusion of latest blood into an anemic product lineup of simply 4 nameplates for the Japanese automaker.

The midsize crossovers are billed as a launch pad to propel Mitsubishi past its low six-digit annual volumes and bargain-brand standing.

At a media occasion right here final week, Mitsubishi Motors North America CEO Mark Chaffin teased a product-led “evolution” that he vowed will raise client perceptions.

“We’re leaning into the important thing options that differentiate us — Tremendous-All Wheel Management, PHEV know-how,” Chaffin stated. “Earlier than, we have been a bit deal-focused, incentive-focused. We’re by no means going again there.”

The combustion engine Outlander, which was redesigned final yr, is off to a rousing begin. Mitsubishi was among the many fastest-growing nonpremium manufacturers within the U.S. final yr, with gross sales up 17 p.c from 2020.

Expectations are excessive for the next-gen Outlander PHEV, which arrives in late November.

Throughout the subsequent two years, plug-in hybrids may account for 20 p.c of complete Outlander gross sales, Chaffin stated.

“That is an enormous shift for us — we’re speaking practically eight occasions [the Outlander PHEV’s] 2021 gross sales quantity,” he stated.

The 2023 Outlander PHEV, which shares a brand new platform with its nonhybrid sibling, is greater, bolder and packs extra punch than the outgoing model. The second-generation mannequin dials up its zero-emission driving vary and options an up to date model of Mitsubishi’s plug-in hybrid know-how and all-wheel-drive system.

“It’s the most superior, technological and best-equipped car we have produced,” Chaffin stated.

The primary-generation Outlander PHEV pioneered the plug-in hybrid crossover phase when it arrived on U.S. shores in late 2017.

However primarily based on an older platform, that mannequin was shortly lapped by extra succesful rivals that arrived later. U.S. gross sales of the Outlander PHEV peaked at 4,166 automobiles within the mannequin’s first full yr however slid to 2,250 final yr, in accordance with the automaker.

“We introduced [the PHEV] to the market earlier than there was actually a lot demand,” Chaffin acknowledged.

Nevertheless it’s a special story right now as electrified car adoption surges. In line with Autonomy, battery-electric automobiles and plug-in hybrids accounted for 4.5 p.c of complete new-vehicle gross sales within the U.S. final yr, in contrast with 1 p.c in 2016.

“I’ve obtained sellers texting about what number of preorders they’ve,” Chaffin stated. “They’re like, ‘You guys must have automobiles for us.’ ”

Whereas the brand new technology of the Outlander PHEV will launch right into a extra receptive market, it faces headwinds.

The worldwide provide chain crises that drag on will go away early demand for the mannequin unsatiated.

“We’re not going to have sufficient automobiles,” Chaffin stated. “We expect it’ll be powerful.”

Chaffin couldn’t say when car provide would possibly catch up.

“I want I had a crystal ball to know that,” he stated. “It is a month-to-month state of affairs.”

In the meantime, the redesigned Outlander PHEV will go on sale with out the advantage of a federal tax credit score that might have lopped $7,500 off the sticker worth.

Beneath the Inflation Discount Act, which requires electrical and plug-in hybrid automobiles be inbuilt North America to obtain the inducement, the Japan-made Outlander PHEV now not qualifies.

Chaffin stated early adopter enthusiasm and restricted provide at launch ought to assist offset the efficient worth hike.

However “mid to long run, we’ll have to observe market situations and see the place it goes,” he stated.

Whereas it would take time to meet early demand, Chaffin stated, Mitsubishi retailers nationwide may have demo models for patrons to kick the tires.

“We need to ensure that any buyer within the Outlander PHEV can expertise it,” he stated. “We all know folks need to see it, need to contact it.”

Forward of deliveries, dealerships are investing in charging infrastructure enhancements and worker coaching.

Chaffin declined to reveal the seller funding however estimated it to be “within the 1000’s of {dollars}” per retailer.

“We’re not attempting to interrupt the financial institution right here,” he stated. “However there’s some fundamental blocking and tackling that must be in place.”