Mitsubishi prepares P 7-B EV export hub plan

MANILA, Philippines — One of the country’s leading car brands, Mitsubishi Motors Philippines Corp., is eyeing the Philippines as its next export hub for electric vehicles (EVs) as it prepares to submit a P7-billion investment proposal under the government’s EV incentives program.

That would start with the assembly of EV batteries at its existing production facility in Santa Rosa, Laguna, where it currently manufactures its best-selling Mirage and L300.

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At a roundtable on Monday, Mitsubishi Philippines chair Noriaki Hirakata said the company intends to produce a plug-in hybrid EV as its official entry to the Electric Vehicle Incentive Strategy (Evis), the P60-billion stimulus package that would provide P15 billion in fiscal incentives for each enrolled EV model.

This EV model could eventually be exported to other Mitsubishi markets, which, if realized, would mark the first time the Japanese car giant would make the Philippines one of its export hubs.

“Hybrid EVs represent a practical next step for the Philippine market,” Hirakata said. “By expanding our local manufacturing portfolio, we are broadening mobility choices for our customers while supporting the country’s ambition to strengthen its automotive manufacturing capabilities.”

Mitsubishi has yet to unveil the model it plans to produce under Evis, whose implementing rules are still being finalized. Asked how many units the company plans to produce under the program, Hirakata said “as many as possible,” depending on the market’s acceptance of the model.

Hirakata said its Laguna assembly lines would soon be equipped with facilities capable of producing the EV units. The initial target is to begin production by mid-2028.

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According to Hirakata, Mitsubishi’s Santa Rosa plant currently has an annual production capacity of 50,000 units, with utilization running at 80 percent to 90 percent. The company is targeting to raise that capacity to 70,000 units.

Largest market outside Japan

That expansion would also entail adding 300 to 500 engineers, he added.

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Hirakata said Mitsubishi’s P7-billion bet underscores the Philippines’ importance to the company, with the country now its largest sales market outside Japan, its home market.

In 2025, Mitsubishi was the Philippines’ second-largest automotive brand by sales, with an 18.72-percent market share. It was behind only Toyota Motor Philippines Corp., which corners nearly half of the local market.

Mitsubishi wants to end 2026 with a 20-percent market share, rising to 25 percent over the medium term.

“We see significant opportunities to strengthen local manufacturing, introduce new technologies and help shape the next chapter of the country’s automotive industry,” Hirakata said. INQ