Mitsubishi Motors North America, Inc. (MMNA) is making strategic moves to strengthen its leadership and expand its market presence by appointing Michael Helgesen as West-Central Regional Vice President. With an impressive career spanning over 35 years in automotive leadership, franchise development, and operational strategy, Helgesen is set to drive MMNA’s regional growth and solidify dealer partnerships.

Helgesen will oversee sales, aftersales, and franchise development, directly reporting to MMNA President and CEO Mark Chaffin. His primary mission is to enhance Mitsubishi Motors’ dealer network, ensuring sustainable growth and fostering strong relationships across the West-Central region.

A Proven Leader in Automotive Excellence

“We are thrilled to welcome Mike Helgesen to the MMNA team,” said Mark Chaffin. “His extensive expertise and leadership will be instrumental as we expand our dealer network and increase Mitsubishi Motors' influence in key markets. Under our Momentum 2030 business plan, strengthening our regional operations and exploring new growth opportunities will be critical, and Mike’s role is central to that vision.”

Helgesen’s career highlights include pivotal roles in both retail and original equipment manufacturer (OEM) operations. His strategic approach to dealership management, coupled with his expertise in technological innovation at the retail level, positions him as a dynamic force in Mitsubishi’s regional evolution.

Driving Mitsubishi’s Future in the West-Central Region

“As I take on this role, my focus will be on building robust relationships with our dealer partners, understanding their objectives, and ensuring their success within the Mitsubishi ecosystem,” Helgesen stated. “I am eager to engage with our partners, address their challenges, and work collaboratively to achieve outstanding results.”

Before joining MMNA, Helgesen played a key role in the digital transformation of automotive sales. He served as Vice President of Sales and Business Development at AutoFi, where he led the company’s SaaS expansion. Prior to that, he spent over three years at Cox Automotive, holding senior leadership positions that improved OEM and dealership performance nationwide. His tenure at Kia Motors America, spanning more than 16 years, saw him rise to Director of Central Region Operations, overseeing strategic initiatives that bolstered sales and dealer relations.

Mitsubishi Motors North America: A Vision for Growth

Through a robust network of approximately 330 dealer partners, MMNA continues to redefine its brand presence in the U.S. The company’s recently unveiled Momentum 2030 business plan underscores its commitment to innovation and expansion. As part of this strategy, Mitsubishi plans to introduce a new or completely refreshed model every year through 2030, nearly doubling its current lineup. The brand is embracing a future powered by advanced-technology internal combustion engines, hybrids, plug-in hybrids, and electric vehicles.

With headquarters in Franklin, Tennessee, and corporate operations in California, Georgia, Michigan, and New Jersey, MMNA is poised for a new era of growth.

For more information about Mitsubishi Motors and its latest vehicle lineup, visit MitsubishiCars.com.