Mitsubishi is winning over both switchers and returning loyalists with the reborn Pajero, according to the brand's buyer profile for the model. Most of the people buying the SUV are coming from other manufacturers, while the remainder are former Mitsubishi owners who have come back to the brand after a gap of several years.
The pattern points to a model that is drawing shoppers from across the market rather than relying solely on existing enthusiasts. For a nameplate with a long heritage in off-road and family SUV segments, attracting people who have not owned a Mitsubishi before is a key test of whether the revival can translate into sustained sales.
The Pajero's return also reflects a wider effort by Mitsubishi to rebuild its position in key markets, where it has lost ground to rivals over the past decade. Bringing back a well-known name gives the company a recognisable product to anchor that push, and the mix of conquest sales and returning owners suggests the strategy is reaching both new and former customers.
Industry observers will be watching whether these early buyer patterns hold as the model settles into the market. A combination of switchers and returning owners can build a broader customer base, but it also places pressure on dealers and aftersales networks to meet expectations from buyers who are comparing the vehicle directly with established competitors.