Mitsubishi isn't just bringing back one of its most important nameplates. It's also using the new Pajero to win over customers who previously bought cars from rival automakers while convincing former owners to return to the brand. The early numbers suggest the strategy is working, with the revived off-roader attracting considerable interest even before its Japanese market launch.

Preorders opened on October 1, and Mitsubishi had received approximately 5,500 orders by October 28. That's already more than the company's sales target for the entire fiscal year, which ends in March 2027. It strongly suggests the Pajero's much-awaited comeback is resonating with buyers.

The most interesting detail is where those orders are coming from. According to Mitsubishi, as cited by Automotive News, nearly 80 percent of buyers are switching from another brand. That's a significant conquest rate for a company trying to strengthen its position in the increasingly competitive SUV market.

Even more encouragingly, some customers are returning to Mitsubishi after years away. They previously owned a Pajero or another Mitsubishi model, switched to a rival automaker, and are now coming back because of the new flagship. Others have family connections to the nameplate, with some buyers saying their parents once owned a Pajero.

The new SUV is also attracting customers from other rugged off-roaders, as well as more conventional SUVs and large minivans. Among existing Mitsubishi owners, the most common trade-ins are the Delica D:5 , Outlander, and previous-generation Pajero. In other words, Mitsubishi isn't relying solely on nostalgia to sell its returning icon.

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