# Honda sells Thai-built Mitsubishi pickup under own brand

> Honda to launch rebadged Mitsubishi Triton pickup in Southeast Asia by 2028.
- Title: Honda sells Thai-built Mitsubishi pickup under own brand
- Summary: Honda to launch rebadged Mitsubishi Triton pickup in Southeast Asia by 2028. Honda will sell Thai-built Mitsubishi Triton trucks under its own brand in…
- Keywords: honda, mitsubishi motors, triton, southeast asia, rebadging, automobiles, news, business, world, sells, Thai-built, Mitsubishi
- Source: Nikkei Asia — https://asia.nikkei.com/business/automobiles/honda-to-sell-thai-built-mitsubishi-pickup-under-own-brand-in-southeast-asia
- Published: 2026-10-09T21:23:07+00:00
- Read time: 1 min
- Topics: honda, mitsubishi motors, triton, southeast asia, rebadging, automobiles, news, business, world
## Honda to sell Thai-built Mitsubishi pickup
Honda plans to sell Thai-built Mitsubishi Triton pickup trucks under its own brand in Southeast Asia as early as 2028.
## Rebadged Triton to compete with Chinese automakers
The rebadged vehicle targets Chinese automakers in Southeast Asia where Japanese automakers face strong competition.
## First rebadging in three decades
Honda's first rebadging deal since the 1990s aims to boost market share in Southeast Asia against Chinese rivals.
## Key takeaway

Honda will sell Thai-built Mitsubishi Triton trucks under its own brand in Southeast Asia starting in 2028 to compete with Chinese automakers.