Honda is reportedly planning to introduce a rebadged version of the Mitsubishi Triton in Southeast Asian markets by 2028. The Yomiuri Shimbun reports this move aims to fill a gap in Honda’s lineup and compete with top-selling models like the Ford Ranger and Toyota HiLux. This strategy is part of Honda’s broader effort to strengthen its presence in regions where traditional body-on-frame pickups are highly demanded.
Addressing Market Needs
While Honda offers the Ridgeline, its unibody design and left-hand drive configuration limit its appeal in certain regions. A traditional body-on-frame pickup, based on the Triton, would provide a more direct competitor to popular models in Southeast Asia. This shift is key as Honda seeks to capitalize on the region’s strong preference for rugged, versatile pickups. The Triton’s proven platform and Mitsubishi’s manufacturing expertise in Thailand make it an ideal candidate for this collaboration.
This strategy supports Honda‘s goal of increasing sales in Southeast Asia, where pickups are in high demand. It also benefits Mitsubishi by boosting production at its Thai factory, which already manufactures the Triton and Nissan Navara. By sharing resources and expertise, both companies aim to optimize their operations and enhance their market positions.
Read Also: Porsche drops petrol 718 models for combustion hypercar
Expanding Partnership Possibilities
The collaboration may go beyond the Triton. The Yomiuri Shimbun suggests Honda could source additional models from Mitsubishi and co-develop components such as instrument panels. This deeper integration could lead to cost savings and faster development cycles for both manufacturers. Honda’s director and vice president, Noriya Kaihara, emphasized in January 2025 the short-term benefits of vehicle exchanges, stating, “So, if maybe we can exchange some of the vehicles, that would also be a benefit for us in the short term.” He also hinted at potential long-term co-development opportunities.
Past Rebadging Examples
Honda has previously rebadged vehicles from other manufacturers. In the 1990s, it sold the Isuzu TF as the Tourmaster in Thailand from 1996 to 1998 and the Isuzu Trooper as the Honda Horizon in Japan. These collaborations were part of a broader model-sharing agreement between Honda and Isuzu, which also saw Isuzu selling Honda models under its own badge. For instance, Isuzu received the first-generation Honda Odyssey to sell as the Oasis in the US and the Domani and Accord sedans in Japan as the Isuzu Gemini and Aska, respectively.
Such collaborations are common in the automotive industry. For example, the Ford Ranger and Volkswagen Amarok share a platform, as do the Isuzu D-Max and Mazda BT-50. The previous BT-50 was based on the last Ford Ranger, while the next Amarok – at least in South America – will be based on the LDV Terron 9 / MG U9 duo. These partnerships allow manufacturers to reduce development costs and bring products to market more quickly, benefiting both companies and consumers.
