Mitsubishi Australia is an outlier in the 2022 automotive landscape as most auto brands struggle to gain ground amid a global pandemic and supply shortages, the Japanese brand is steadily gaining popularity.
So much so that after five months of trading in 2022, Mitsubishi is the third best-selling brand in Australia with 35,902 new registrations, behind Toyota (98,816) and Mazda (43,687).
This means more Mitsubishis have been sold this year than Hyundai (29,908) and Kias (30,939), as well as other popular brands such as Ford (23,590), Nissan (13,342) and Volkswagen (10,062).
Speak with car guideMitsubishi Australia boss Shaun Westcott said the Japanese brand will work to strengthen its market position, but wouldn’t necessarily rely on a new product to do so.
“Right now we’re in the number three position, but we want to lock that in, so the first short-term strategy is to capture that position and make it our own, and we know we’re going to have to work hard to do that,” he said. he.
“And it’s not just product, this is about customers and understanding customer needs, and providing them with a level of support and service that creates – we have to earn loyalty.
“That’s our short-term strategy. The next two to three years will be really focused on keeping customers happy, because if you make customers happy, you earn their loyalty.”
The only new and confirmed product on the horizon for Mitsubishi Australia is the launch of the Outlander PHEV, expected in the third quarter of the year.
beyond that, car guide understands there are plans to introduce a flagship Triton ute — possibly next year — while plans for models like the next-generation ASX remain unclear.
To keep customers happy, Mitsubishi Australia has already done work such as flying in parts to remote areas and reintroducing its market-leading 10-year warranty, but Mr Westcott said his efforts are ongoing.
Part of the reason Mitsubishi sales are up 12.9 percent this year is also due to correct pre-orders, with deliveries of some of the brand’s more popular models, such as the Triton and Outlander, growing. in double digits, while competitor models are waiting for months.
“As a brand, we are extremely ambitious, we are passionate, we are engaged, so pay attention to this space,” said Mr. Westcott.