Mitsubishi unveils new generation Strada

BANGKOK, THAILAND: Mitsubishi introduced last week the latest iteration of its best-selling pick-up truck, the Strada L200. Also known as the Triton in other markets, the launch of the sixth generation Strada coincides with its 40th birthday this year. The pick-up truck is being manufactured at Mitsubishi’s sprawling Laem Chabang Plant, which is operated by Mitsubishi Motors Co. Ltd. (Thailand).

The all-new Strada was launched with the global media in attendance.

The cockpit is squarish with aluminum accents and a dash wrapped in soft leather.

According to Trevor Mann, chief operating officer of Mitsubishi Motors Corp. (MMC), the Strada is a global strategic model, which following its launch, will gradually make its way to other markets in Southeast Asia, Ocenia, Middle East, Europe, Africa and Latin America. It will be sold in 150 countries globally, with Thailand having the privilege of being the first one to sell it to the local market starting this month.


“We are at a level where the company is implementing cost-effective measures, while at the same time, maximizing the assets available to us from the Renault-Nissan-Mitsubishi alliance. All our vehicles will share common platforms, from chassis, engines to transmission systems and our research and development will continue to design and engineer vehicles with good life cycles,” explained Mann.

MMC officials (from left) pose with the latest generation Strada; Koichi Namiki, program director, MMC; Tsunehiro Kunimoto, corporate VP of design, MMC; Osamu Masuko, MMC CEO; and Morikazu Chokki, president and CEO of Mitsubishi Motors Thailand.

Vehicle overview

The new Strada was developed to embody the “Engineered beyond Tough” key phrase that underlined its creation. Up front, the new generation pick-up truck boasts of a powerful styling that incorporates the latest iteration of the “Dynamic Shield” front design concept, which also be found on the new Xpander MPV.

“This latest version offers an enhanced 4WD system that delivers improved off-road performance and the latest in active safety and driver assistance. Overall, the new model features significant refinements to the durability and reliability required by the commercial user, and the comfort and ride sought by the private user,” added Mann.

MMC CEO Osamu Masuko highlights a new color of the Strada, Passion Orange.

Under the hood of the new Strada is the same 2.4-liter MIVEC Clean Diesel engine which pumps out 181 bhp with 430 Nm of torque. It is matted to a six-speed automatic transmission, which is an improvement from the five-speed A/T of the current version. The new transmission provides the user smooth shifting capabilities and powerful acceleration.

The Strada is also available in single cab version.

Following the global launch in Thailand, Mitsubishi plans to roll out the Triton/L200 Strada for the global market starting next year. As MMC’s second biggest selling variant, it targets to sell 180,000 units of the new and current models this year following the launch of the mid-size SUV Outlander last year.

“The new Triton/Strada is one of our most important global strategic models. I am fully confident this new model will meet the diverse needs and wishes of our customers around the world,” stated Osamu Masuko, chief executive officer of MMC.