Mitsubishi chief throws weight behind Australian operations

Mitsubishi’s global chief has praised the local arm of the Japanese car-maker and confirmed Mitsubishi Australia will offer a “robust product line-up” in the years to come.

During the first-ever visit to Australia by a global CEO of Mitsubishi, Takeo Kato referenced the company’s above-average performance over the course of the COVID-19 pandemic, praising Mitsubishi Motors Australia Limited (MMAL) staff for a job well done.

“Australia is a core part of the global Mitsubishi Motors family. Your ability to perform throughout challenging conditions greatly contributed to our company’s success last year,” he told staff during a visit to MMAL’s new Australian HQ in Adelaide.

“I know it was not easy, so thank you for your hard work and dedication.”

The new headquarters, which opened in April last year, incorporates electric vehicle charging infrastructure, solar power generation and the pending installation of bi-directional charging equipment.

Kato told MMAL’s staff and dealers that the future brand direction included “developing environmentally-friendly vehicles that embody the unique ‘Mitsubishi Motors-ness’, combining safety, security and comfort”.

Mitsubishi was one of the first auto brands to offer a battery-electric vehicle for sale in Australia with the iMiEV city-car, while its Outlander PHEV plug-in hybrid SUV beat all comers to market in Australia.

However, the brand has not capitalised on this early EV start in the wake of ownership changes and misalignments with allied brands Nissan and Renault.

Intriguingly, Kato referred to Mitsubishi’s storied Ralliart performance brand as being a “key driver of brand emotion” in the future, following confirmation in May 2021 that Mitsubishi will resurrect the Ralliart sub-brand and re-enter global motorsport.

While this doesn’t mean a return of the beloved Mitsubishi Lancer Evo four-door all-paw rally weapon, it’s a sign that Mitsubishi will look at sprinkling performance additives atop of incoming electrified models like the new Outlander PHEV.

MMAL has been a beacon of success for the relatively small Japanese brand, with the Mitsubishi Triton ute being a permanent fixture in the list of Australia’s most popular models every month.

The popularity of the ASX small SUV, the Outlander medium SUV and the Pajero Sport large SUV cemented Mitsubishi’s place in the top three brand by sales in May – a statistic noted by Kato.

Mitsubishi will release a new Outlander PHEV next month, and is expected to launch a new ASX and Triton within the next year or so.

However, Kato sounded a note of warning about the next 12 months as the global semi-conductor shortage and supply chain cost increases continue across the automotive space.

“We are investing heavily to secure a robust product line-up for the long-term future with core markets like Australia front of mind,” he said. 

“Global market conditions remain volatile and will continue to present challenges, and opportunities, for Mitsubishi Motors in the coming year. 

“I am confident that with focus and commitment, we will be able to overcome these together to achieve our objectives.” 

MMAL CEO Shaun Westcott said he was proud to provide Kato with the opportunity to understand the Australian market first-hand.

“Mr Kato’s visit has been invigorating for both our dealer network and our staff,” he said.

“MMAL has strong ambitions to sustainably grow in Australia, by using our unique sense of adventure and combining it with a truly environmental focus.

“We have been delighted at how well received our strategies have been received by Mr Kato, and to hear his insights into the future of Mitsubishi Motors and the impact the Australian business can make.”

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