Mitsubishi Says that it is planning to remain profitable in Australia while it offers good products, but it will not lower his prices to stay a top five car brand here.
“Although we have recognized a top-five volume goal in the past, we do not focus on a specific ranking or number,” said Mitsubishi Motors Australia Limited CEO Shaun Westcott Carexper As part of an interview for our Insights from experts series.
“Our focus remains on delivering quality vehicles that consumers want, and support them during their experience experience while they remain profitable.”
Last year Mitsubishi supplied 74,547 vehicles in Australia, making it the fifth best -selling brand on the market. It was one place and more than 11,000 sales compared to its 2023 count, although somewhat down in fourth place in 2022 when it delivered nearly 77,000 vehicles.
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The sale of Mitsubishi has somewhat streamed over the years. It reached a height of 84,123 deliveries in 1998, but annual deliveries would not exceed more than 80,000 units until 2017. It also managed this performance in 2018 and 2019, in the dying days of the popular Lancer.
While Mitsubishi vehicles such as the outgoing ASX have often undermined rivals from Japan and Europe, a series of Chinese brands entered the Australian market with its own own vehicles.
The ASX opens for $ 24,290 before on-road costs, but the new Chery Tiggo 4 opens for $ 23,990 Drive-Away.
The Outlander, the second best-selling medium-sized SUV in Australia, opens for $ 39,990 for on-road, which undermines it by the Chery Tiggo 8 Pro Max, MG HS and GWM Haval H6.
Many of these Chinese rivals have also offered considerably discontent prices as part of Runout or Eofy Deals.
“In the current competitive landscape, heavy disconnection and increasing stimuli are a short -term race to the bottom,” said Mr Westcott.
“Mitsubishi is a volume player, but we have gone beyond ‘cheap’; we are now known for creating value through well -equipped, capable and reliable vehicles that fit into Australian customers.”
Probably this year probably influences Mitsubishi’s performance, the loss of some important vehicles.
A new Australian Design Rule (ADR) that came into force on 1 March 2025, whereby specific performance requirements for autonomous emergency brake (AEB) systems are set out, forced Mitsubishi to end the Eclipse Cross, Pajero Sport and the Japanese built ASX.
However, the ASX name plate is not dead, with a replacement – a renault captur, built in Spain – that can be seen here in 2025.
Mitsubishi was also able to secure sufficient stock of terminated vehicles before 1 March, to the point that these vehicles remain on its local website at the end of May.
The company still sold enough ASXS in April to turn it into the sixth best vehicle in its segment.
The Pajero-Sport also managed to surpass competitively priced rivals from challenge brands such as the LDV D90 and KGM Rexton, even if it came far behind the Isuzu MU-X.
A Pajero Sport from the new generation is expected in 2026 after an obligation from the brand to stay in important vehicle segments in which the brand is already established.
Mitsubishi has confirmed that it is under development, although whether it retains the Pajero sport name, “still has to be decided”.
Mitsubishi, however, says that it is too early to confirm the Renault Scenic-E-Tech-based Eclipse Cross EV that will be unveiled in September, while a separate electric vehicle (EV) is also uncertain for North America on the basis of the Nissan magazine.
Instead, Mitsubishi has confirmed a new product in the form of an EV of Taiwanese firm Foxtron. It is due in Australia in the second half of 2026.
There, by the end of 2026, Mitsubishi will offer four to five name plates in Australia.
Mitsubishi says between now and 2030 that it will launch at least eight new and renewed models in Australia.
“It is well published and I have to say that we reduced our model setup at the beginning of 2025 due to a change in the ADR requirements,” said Mr. Westcott.
“This was not limited to Mitsubishi, but also had an influence on other brands, which seem to have escaped a part of sensationalism.
“We have announced the replacement of the ASX at the same time, but some media houses chose to ignore or play this in exchange for sensational headlines.
“The timing of this change limited us to confirming only the ASX replacement at that time, but we also said that other new models would be confirmed in due course, which then happened, as promised.
“Our future line-up will include a balanced mix of gasoline, diesel, PHEV and EV models designed for the Australian lifestyle and supported by our 10/10 warranty and covered price services.”
While the days of the Lancer, Magna and Pajero have long since disappeared, Mitsubishi remains a high-volume brand in Australia thanks to the popularity of vehicles such as the ASX, Outlander and Triton.
“From a Mitsubishi perspective we have been selling vehicles in Australia for 45 years, and we are planning to be here for the near future and then,” said Mr Westcott.
“You can’t buy such a history, or the affinity with the Australian market it creates.
“Our Australian production defense remains strong; we are part of the Australian substance, especially in South Australia. And that can create a strong emotional bond.”
Mr Westcott also noted that Mitsubishi’s network of more than 200 dealers and extensive parts and after sales support.
“We are planning to stay an important player in the car segment in Australia for decades,” he added.
Our full interview with Insights Insights with Shaun Westcott will be published on Saturday 31 May.
