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NEWS
Mitsubishi faces reality with Mirage pricing
Crash through or crash for Colt successor, launching with discounted price strategyHas Mitsubishi blinked? Or is the importer simply acknowledging that the VFACTS light-car segment is ultra-sensitive to price but blind to new models?
In a segment that is over-populated – and often by products that set a high standard for their price – Mitsubishi wants its new Mirage to drop into the segment with a splash... and not just sink like a stone.
The importer announced on New Year's Eve that it would introduce the new Mirage with a price incentive aimed at typical light car buyers. As we reported in the week prior to Christmas, the Mirage will be sold in three levels of trim, with a standard five-speed manual or optional CVT.
Mitsubishi has now revealed that in the immediate post-launch period the $12,990 for the entry-level model Mirage ES will be a driveaway price – including on-road costs. And according to the press release issued by the company all Mirages will offer such launch pricing deals. For the manual Mirage Sport the driveaway price is $14,490, which is just $300 dearer than the published MLP (manufacturer's list price) of $14,190.
Topping the range is the Mirage LS, now at a driveaway price of $16,990, which is $1500 more than the MLP for the same car. For the CVT option the driveaway prices rise from the MLP of $15,240 to $15,490 (ES), $16,440 to $16,990 (Sport) and $17,740 to $19,490.
As quoted in the press release, Mitsubishi Australia CEO Mutsuhiro Oshikiri stressed the importance of pricing for the new car.
"At $12,990 drive-away the all-new Mirage is a truly affordable package. With nimble, fuel efficient performance, a brand new stylish design and now with very competitive pricing we believe Mirage will be a big hit with customers," he said.
On top of the driveaway pricing incentive, Mitsubishi is also offering private buyers a $1000 Westfield gift car. Only those who order a Mirage before the end of this month (January) will receive the card.
In an echo of Nissan's reintroduction of the Pulsar nameplate, Mirage is a name revived from a previous (Lancer-based) three-door hatch sold here up until 2004. The car the new Mirage replaces – the Colt – averaged barely a thousand units per annum during 2010 and 2011. Even when the car was newer its highest sales point was 2008, when it sold 3737 for the year.
Mitsubishi will be hoping for the Mirage to do much better in 2012 – in a segment where the average annual sales rate is 4000 units.
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