iMiEV will still be first: Mitsubishi

Mitsubishi Australia is still determined to be first to offer a fully road registerable plug-in electric vehicle (EV) to Australian consumers. The first company to gain full ADR compliance for a production EV with its iMiEv, Mitsubishi Australia says despite production constraints in Japan, it is working hard to deliver cars to local customers before the end of 2009.

Local boss Robert McEniry told the Carsales network the company has "strong support" from head office to introduce the iMiEV Down Under. He said his team was working to "cut loose allocation" to enable it to introduce the car in Australia before the end of the year.

According to McEniry, production of the iMiEV is still limited by battery supply. In 2010 and beyond Mitsubishi and its battery joint-venture partner Yuasa will significantly increase cell output -- freeing up the carmaker to lift iMiEV production to sustainable levels.

He said any potential Australian-market 2009 volumes would be "very small".

"If we can get 20 units I'll be very happy; if we can get 10 units I'll be very happy; if we can get 5 units I'll be very happy. The issue is to get the ball rolling... and complete our promise to be the first on sale," McEniry said.

According to the Mitsu boss the initial iMiEV offer was likely to be via lease.

"We're not ruling out private sale, but leasing allows us to better control the rollout," McEniry told the Carsales Network.

"Strong [brand] ambassadors" would get preference for cars initially, but McEniry said governments and local councils would not be ruled out.

He said the company was dealing with "strong enquiry" from private buyers, generated via the iMiEV's roadshow that took place earlier this year. Customers are prepared to pay "Prius plus" prices, says McEniry, though he would not be drawn on the actual pricetag Mitsubishi Australia is looking to charge.

Mitsubishi will import a limited number of fast charge stations to assist the EV's introduction. According to McEniry these will be sited in strategic "city centre" locations. Mitsubishi has not sought to partner with any infrastructure suppliers, he stated.

Categorised as a "chicken and egg issue", McEniry likened the establishment of public charging facilities to the rollout of unleaded petrol.

The iMiEV is based on Mitsubishi's petrol-powered Japanese market 'i' mini-car. The carmaker is expected to debut an all-new ground-up EV concept at this October's Tokyo Motor Show.