Mitsubishi Motors Australia Limited (MMAL) says its focus will trend towards SUV and LCV models, with smaller Mirage and Lancer variants left to carry the passenger range.
The announcement comes alongside news that a replacement for the now seven-year-old Lancer is still undetermined, while the performance Evolution variant
will cease production from next year (2015). MMAL director of marketing, Tony Principe, told motoring.com.au that stronger demand across Mitsubishi's local SUV line-up, coupled with a growing push for smaller, more economical passenger cars was the reason behind the move.
"Sedan sales [in the light segment] are at roughly 1000 a month, and our expectation is that we could hopefully get around 200 of those with the new Mirage sedan," said Principe.
"If you look at where we've been over the last couple of years, our light commercial and SUV segment is pretty solid. In the passenger segment we've only had the Lancer for quite a long time, which left us fighting with rather limited weapons. Then the Mirage hatch came in, and gave us something more, and now the sedan will give us a little more coverage."
The decision to enter a sedan in the light segment counters the trend of most other manufacturers, with Ford, Kia and Mazda withdrawing sedan variants of their own light cars. The range now sees Mitsubishi's new Mirage sedan (pictured) face off against the likes of Honda's new City, Nissan Almera, Toyota Yaris and the aging Holden Barina in the 22 vehicle-strong sector. "As far as the passenger car side of things goes, obviously the Mirage hatch and sedan will become a bigger part of the total stable from a global perspective... so we're expecting that sort of product will form a bigger part of our [local] total volume as well," Principe continued.
"Obviously the Lancer is still an important car," he stressed. "The C segment is still the biggest segment globally, and they [MMC] recognise they need to do something, and I guess that will probably be the next cab off the rank. But what they said at the Tokyo Motor Show last year, was that [the Lancer] will become a joint venture car, with probably Renault-Nissan."
"But we don't know when... the reality for us is that the Lancer has still probably got some legs. It's still a five-star [ANCAP] car, it's still reasonably good looking, and we've done quite a few tweaks [through its model life]... and I think we've probably still got a bit of room, provided the value proposition is there. We've got to continue to work on the value proposition."
"I think dropping prices doesn't really work, and the reality is, in the longer-term, all it does is degrade your brand. So what we've been trying to do is add more spec, add more value, try and hold that position as much as possible."
Mitsubishi's local spokesperson went on to say that although the two-model passenger line-up would remain, the focus on SUV and LCV models was set to firm, and the entire SUV line-up, as well as Triton light commercial models, would all be replaced within the next three to four years.
An all-new Triton is expected in the first half of next year (2015), around the same time as the facelifted Outlander. The ASX will follow soon after with Triton-based Challenger large SUV to come "within 18 months". The next-generation Pajero will not arrive locally until "at least 2016", he said.
"There's a couple of things happening," Principe explained. "The market segmentation is changing, the medium and large family car [market] is shrinking, and the small segment is still showing signs of growth. If you look at how we're going, we're getting about an eight per cent share of the SUV and a 15 per cent share of the LCV, so we're pretty solid and have good coverage in those areas."
What's coming from Mitsubishi?
H1 2015: Outlander facelift
2016 – 17: New Lancer / Evolution?