Honda to sell Mitsubishi pickup under own brand in Southeast Asia

Honda Motor plans to sell Thai-built Triton pickup trucks manufactured by Mitsubishi Motors under its own brand in Southeast Asia and potentially other regions starting as early as 2028. This OEM arrangement marks Honda's first rebadging deal in approximately three decades.

The initiative aims to bolster Honda's sales in Southeast Asia, where competition from Chinese automakers is intensifying. Honda currently lacks a full-fledged frame-construction pickup model in its lineup, and by introducing the Triton, it seeks to expand its product portfolio while minimizing additional investment in development and production. The Triton features a durable "ladder frame" construction and is Mitsubishi Motors' best-selling model, with global sales reaching approximately 130,000 units in fiscal 2025.

Mitsubishi Motors is expected to benefit from improved utilization rates at its Thailand plant and economies of scale through supplying Honda. The two companies are also considering OEM supply of other models and joint development of driver-area components such as speedometers and in-vehicle displays.

This collaboration is positioned within the broader three-way alliance involving Honda, Nissan Motor, and Mitsubishi Motors. Honda and Nissan recently agreed to jointly develop core components for next-generation software-defined vehicles. The Triton supply arrangement is the first bilateral collaboration between Honda and Mitsubishi Motors.

Southeast Asia is a key market for pickup trucks, with intense competition from established players like Toyota and Isuzu, as well as increasingly aggressive Chinese manufacturers. Honda, while strong in motorcycles in the region, has struggled in the four-wheel segment. The introduction of the Triton could revitalize Honda's sales network by entering the robust local pickup market.