By Max Davies Max Daviescarex
Mitsubishi Australia is just months away from launching its next-generation ASX SUV locally, and it justifies the move to rebadge a Renault as a means to lift the nameplate鈥檚 level of sophistication and attract new buyers.
The upcoming ASX is a restyled Renault Captur, and though powertrains and pricing aren鈥檛 yet known, it鈥檚 expected to be skewed towards the upper end of its segment 鈥 a departure from the current ASX鈥檚 entry-level positioning.
Mitsubishi鈥檚 decision was enabled by its three-way alliance with Nissan and Renault, through which Mitsubishi Motors Australia CEO Shaun Westcott told CarExpert there were multiple potential candidates to wear the ASX name.
鈥淲e were very specific about what we selected, and through our parent company and our alliance partners, we have access to a number of different products. We very specifically selected that one,鈥 he said.
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鈥淚t was intentional, and we鈥檝e done it based on some substantial market research understanding one, our existing customers, but not only our existing customers, our potential future customers.鈥
Though he stopped short of naming these SUV candidates, potential cars could have included the Nissan Kicks, or Mitsubishi鈥檚 own Xforce, which was developed for Southeast Asia and which has previously been the subject of ASX-related speculation.
It鈥檚 unlikely Mitsubishi would have rebadged a Nissan given the two brands compete in the same Australian segments.
鈥淲hat we鈥檝e identified in that small SUV space, that there鈥檚 a white space, or there are customers who currently don鈥檛 buy Mitsubishis who we believe we can conquest and bring into the brand,鈥 Mr Westcott added.
鈥淗ave we done that before? Yes, we have. The Outlander is perfect proof. The Outlander is the number two selling car in the segment 鈥 depending on which month you look at, that is significantly better than the previous generation of Outlander.
ABOVE: Mitsubishi Xforce
鈥淚 will remind you that in 2020 鈥 I was asked a very similar question, and they said, 鈥渂ut it鈥檚 going to cost much more, will people buy it?鈥 And the rest is history. The numbers speak for themselves.鈥
Indeed, Mitsubishi鈥檚 current-generation Outlander, which launched locally in 2022, was Australia鈥檚 fifth-best-selling model in 2024. With 27,613 units sold, it far surpassed the previous generation鈥檚 2019 peak of 17,514, a trend the brand wants to replicate with the incoming ASX.
鈥淚 think we have that opportunity with this car because we鈥檝e done extensive market research, we鈥檝e surveyed more than 6000 potential buyers, not only existing customers, but also intenders to buy in that segment,鈥 Mr Westcott said.
鈥淲e have stacked that car up against a number of our competitors, and across the board it has come out as one of the most preferred products.
ABOVE: Mitsubishi Outlander PHEV
鈥淥ur intended outcome is to do the same with the new ASX, as we did with the Outlander, which is take a product which we have now given its own Mitsubishi appeal and Mitsubishi look, but which is inherently smart, stylish and sophisticated, a lot of technology in the car, much lower emissions, light on fuel.
鈥淲e think it鈥檚 the right product, considering also NVES and the market and where we鈥檙e at, we think it鈥檚 the right product at the right time.鈥
The topic of Australia鈥檚 New Vehicle Efficiency Standard (NVES) could open the door to hybrid variants of the ASX.
In Europe, the ASX is offered with two mild-hybrid options, as well as a plug-in hybrid (PHEV).
These powertrains would bolster Mitsubishi鈥檚 hybrid efforts in Australia, supporting the Outlander PHEV.
ABOVE: Outgoing Mitsubishi ASX
When asked whether Mitsubishi expected the new ASX to be priced higher than the outgoing entry-level, budget-minded model, Mr Westcott simply replied, 鈥淚t will be鈥.
鈥淚t鈥檚 got more technology in it, it鈥檚 more sophisticated, it鈥檚 more stylish. The older ASX, as we know and I was often reminded, the platform was 14 years old 鈥 the car itself wasn鈥檛, but the platform was,鈥 he said.
鈥淪o we were able to sell that car as an entry-level because it had all the technology, but at a very affordable price. This is a whole new ball game.
鈥淭he technology in the car is good, the ADAS is improved, everything about the car is a significant step up from the old ASX. We do think that the price point will be justified.鈥
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