Mitsubishi defends simple Mirage plan

The head of Mitsubishi’s crucial new Global Small vehicle project has defended claims that the all-new Mirage has been over simplified when viewed against its contemporaries.

The three-cylinder budget-buster -- the first drive program for which was held in Thailand this week -- is built to meet the needs of emerging and established markets alike, and foregoes many of the technologies seen both in its rivals and indeed elsewhere in the Mitsubishi line-up.

But the car’s project head says this simple plan is necessary to sell cars at the volumes required, and that many rivals are over-thinking the process.

“You have to consider that at this moment we have a specific plan. This is a vehicle [that is] to be accepted by as many people as possible,” explained Mitsubishi’s head of the Global Small project, Takashi Sato.

With a body lighter than its competitors and hybrid-rivaling fuel consumption, Sato-san could indeed have a point. But just how will more mature markets take to the one-size-fits-all philosophy Mitsubishi is trying to sell?

“This vehicle is quite different to the previous vehicle,” stated Sato, referencing the expensive and over-engieered Colt.

“We have simplified the chassis as much as possible. Therefore this car cannot have four-wheel drive and this car cannot have a four-cylinder version. This is our basic direction and we have a lot of hope for that fundamental technology.

“The weight is very light, almost 10 per cent lighter than its competitors, and the aerodynamics and fuel consumption level for this vehicle is very, very good -- sometimes better than hybrid -- without any expensive, sophisticated technologies.

“It does not have direct-injection, and of course we do not have diesel. We do not have hybrid, but we have achieved a very good fuel consumption level. We have concentrated on quite basic, fundamental areas.”

The determined stance means that Mitsubishi will sell 1.0 and 1.2-litre three-cylinder petrol versions of its five-door-only Mirage in all markets globally, including those in Europe where diesel-powered light-cars have long been the norm.

Sato-san said that installing a diesel isn’t necessarily going to benefit fuel consumption or CO2 emissions, and goes against the car’s less-is-more ideals.

“If we put a diesel [engine in Mirage] the weight of the engine is increased, therefore the chassis must be stronger, vehicle weight is increased [and] costs are increased,” Sato said. “So we created [Mirage] determined that we would not install a diesel engine, not even for Europe.

“As far as we see the market, they have accepted our concept. Again, we want to sell this vehicle not only in established markets, but also in rising markets... and we have a feeling that this concept can be accepted. Of course, there may be some examples, such as in Europe, that they do not accept this concept, but we will find some alternatives.”

Sato-san also ruled out a return to performance light hatches, like the Colt Ralliart, saying the idea was not feasible, even if the three-cylinder engine did lend itself to direct-injection and turbocharging technology. While admitting it meant losing a select set of buyers, Sato-san said the broad brush approach will have to do, for now.

“This may not be interesting... however, that’s the new direction for Mitsubishi.”

Despite the narrow path Mirage is set to follow, Mitsubishi has repeatedly indicated an all-electric version of the Mirage was under consideration.

In a positive kick, Sato-san told motoring.com.au that the low-cost formula will result in a cheaper sticker price at the showroom. The sentiment was echoed by MMAL’s Anthony Casey, reiterating that pricing will be crucial to Mirage’s success both globally and back home in Australia.

“The car will still have quite a bit of stuff in it. It will have all the safety gear... and although it’s a bit of a different direction, to try and get it at the price we think the market needs means pricing will be critical,” said Casey.

“They won’t want to pay $15,000 or $16,000 for it, so getting it at the right price, and packaging it in a way that’s going to get it here at that price, is important in this segment.”

Locally, Mitsubishi will target “pre- and post-kids” buyers, with the car’s keen pricing being one factor it says will help it to achieve sales of between 600 and 650 per month, capturing between 5.5 and six per cent of the segment.

Australian specification and pricing will be determined closer to the car’s local launch either very late this year or in early 2013.