Mitsubishi pajero returns, reviving 80s off-road legacy
Mitsubishi has confirmed the comeback of the iconic Pajero/Montero, a true 4x4 that defined the rugged spirit of the 80s, 90s, and 2000s. This off-road legend's history with Spain is peculiar, as the Japanese brand was forced to change its original name.
The pajero name's curious history
The Pajero, launched in 1982, was marketed under that name for 18 years until the third generation arrived in 2000, at which point it became known as the Montero. Mitsubishi began working on this 4x4 much earlier. The first prototype debuted at the 1973 Tokyo Motor Show, coinciding with the oil crisis that battered the Automotive industry.
However, the definitive Pajero was not unveiled until 1981, again at the Tokyo event. Eight years later, with the Pajero, Mitsubishi aimed to compete with Toyota's Land Cruiser.
Montero in spain: a naming conundrum
Picking a name for a new car is far more complex than it seems. Automakers often have a dedicated department for this task, known as naming. It's trickier than it appears, as when choosing a denomination, numerous sociological and linguistic factors must be considered to avoid selling a product with negative connotations in other languages.
In 1981, Mitsubishi chose the name Pajero for its new off-roader, derived from the leopardus pajeros, also known as the gato de los pajonales or gato pajero, native to South America. Initially, the name seemed perfect, evoking the adventurous spirit of the vehicle. Yet, the Japanese firm failed to grasp the negative connotations that 'pajero' holds in Spanish-speaking countries, where it refers to masturbation.
Instead of changing it, Mitsubishi continued to market two generations under the original name. It wasn't until the third generation, in 2000, that the name was finally altered, with Pajero becoming Montero in Spain.
Other naming mishaps
Mitsubishi isn't the only brand that has had to rename a model due to an unfortunate title in a specific country. The history of the Automotive industry is replete with such cases.
Seat faced a similar issue with the Málaga, a compact sedan from the 80s, when the Spanish brand operated independently before joining Volkswagen. The Málaga proved problematic in Greece, where the name is pronounced similarly to 'malaka', which means the same as 'pajero' in Spanish – a euphemism for masturbation. As a result, the model was marketed as Seat Gredos in Greece.
Toyota also had a naming faux pas with the MR2, a compact, bi-place sports car sold in the 90s and early 2000s as a coupe and roadster. The name had a risqué connotation in France, where MR2 is pronounced like 'merde', the French word for feces. Toyota had to rebrand it in France as simply Toyota MR.
Renault, too, had to alter a model's name. The Renault 13, launched in the 80s, was avoided due to superstition. However, the firm failed to consider that the number 17, used in its place, carries bad luck associations in Italy. Across the Alps, the Renault 17 was known simply as the Renault 177.
The Mitsubishi Pajero's Generational Evolution
The first generation of the Mitsubishi Pajero, on sale until 1991, was offered in three- and five-door configurations. It featured various engines, including four-cylinder gasoline units, a 2.6- and 3.0-liter V6, and two turbo-diesel options with 2.3 and 2.5 liters of displacement, paired with manual or automatic transmissions depending on the trim.
The second generation introduced a completely new design, with a larger body and versions featuring metal, canvas, semi-rigid, and hard-top roofs. There were also short- and long-wheelbase variants, along with more potent engines, topped by a 3.5-liter, 24-valve V6 in the flagship trim. This generation also saw the Pajero Evolution, a rally raid competition vehicle with a street-legal counterpart.
The second generation Pajero remained on sale until 1999, when it was replaced by the third generation, now simply known as the Montero. This nameplate endured until the model's discontinuation in 2021.