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’s level of sophistication and attract new buyers.
The upcoming ASX is a restyled Renault Captur, and though powertrains and pricing aren’t yet known, it’s expected to be skewed towards the upper end of its segment – a departure from the current ASX’s entry-level positioning.
Mitsubishi’s 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.
“We 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,” he said.
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“It was intentional, and we’ve done it based on some substantial market research understanding one, our existing customers, but not only our existing customers, our potential future customers.”
Though he stopped short of naming these SUV candidates, potential cars could have included the Nissan Kicks, or Mitsubishi’s own Xforce, which was developed for Southeast Asia and which has previously been the subject of ASX-related speculation.
It’s unlikely Mitsubishi would have rebadged a Nissan given the two brands compete in the same Australian segments.
“What we’ve identified in that small SUV space, that there’s a white space, or there are customers who currently don’t buy Mitsubishis who we believe we can conquest and bring into the brand,” Mr Westcott added.
“Have we done that before? Yes, we have. The Outlander is perfect proof. The Outlander is the number two selling car in the segment … depending on which month you look at, that is significantly better than the previous generation of Outlander.
ABOVE: Mitsubishi Xforce
“I will remind you that in 2020 … I was asked a very similar question, and they said, “but it’s going to cost much more, will people buy it?” And the rest is history. The numbers speak for themselves.”
Indeed, Mitsubishi’s current-generation Outlander, which launched locally in 2022, was Australia’s fifth-best-selling model in 2024. With 27,613 units sold, it far surpassed the previous generation’s 2019 peak of 17,514, a trend the brand wants to replicate with the incoming ASX.
“I think we have that opportunity with this car because we’ve done extensive market research, we’ve surveyed more than 6000 potential buyers, not only existing customers, but also intenders to buy in that segment,” Mr Westcott said.
“We 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
“Our 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.
“We think it’s the right product, considering also NVES and the market and where we’re at, we think it’s the right product at the right time.”
The topic of Australia’s 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’s 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, “It will be”.
“It’s got more technology in it, it’s more sophisticated, it’s more stylish. The older ASX, as we know and I was often reminded, the platform was 14 years old – the car itself wasn’t, but the platform was,” he said.
“So 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.
“The 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.”
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