Mitsubishi Outlander design a ‘game-changer’

Is this the face that drives Mitsubishi upmarket and attracts new buyers to the Japanese brand?

It’s the look of the new fourth-generation 2021 Mitsubishi Outlander mid-size SUV that’s intended to be a “game-changer” in Australia as the brand seeks to become more premium.

“We really do believe this is a game-changer for the Mitsubishi brand and it’s going to be pivotal for the brand’s future growth and success,” Mitsubishi Australia’s product strategy senior manager Owen Thomson told carsales.

“Make no bones about that, it is a really important car for us.”

Mitsubishi’s new Outlander will be in dealerships from November 1 and you’ll be able to read our first drive impressions on November 5.

As previously reported, the new Outlander is offered in five grades, goes up in price and is now a technical close relation of the Nissan X-TRAIL.

Replacing a model first seen in 2012, the new Outlander is underpinned by the Nissan-Renault-Mitsubishi Alliance’s CMF-CD platform and the sole engine on offer is the alliance’s 2.5-litre petrol four-cylinder mated with an eight-step CVT and front- or all-wheel drive.

The outgoing Outlander’s 2.0-litre petrol and 2.2-litre turbo-diesel engines have gone, along with the manual transmission.

Details of the second-generation plug-in hybrid Outlander PHEV is revealed on October 28 and is expected to command increased sales.

While Mitsubishi touts new technology, higher quality and more spacious interiors, it’s the exterior look of the new Outlander that is undoubtedly the SUV’s primary talking point.

Mitsubishi says it’s based around a product concept called ‘ifudodo’, which translates from Japanese to “authentic and majestic”. You may or may not agree, but whatever the view Mitsubishi is welcoming the debate the design brings.

“I am quite passionate about the styling. It is a personal thing and it’s very hard to judge,” Thomson said. “You have to push the boat out a bit, but as long as it’s not over the edge.

“It’s like a lot of modern cars, they don’t necessarily photograph as well as they may look in 3D reality. We also know from market research this car actually clinic-ed really, really well.

“It clinic-ed incredibly well and that’s why we have confidence about it. It is bold but we are very confident.”

Thomson argued that it’s better the new Outlander engenders debate, rather than be ignored.

“To be completely honest it will take some customers a little while to get used to because it is such a change,” he said.

“However, that’s okay, styling is a personal taste. Some people suffer the shock of the new and take a while to come around and I think that’s actually a good thing.

“I think if we had a vehicle where everyone said ‘that’s really nice’ then that’s going to age badly, typically.

“What you need is things that doesn’t completely polarise people but … they do go ‘I’m not sure about this’ and then finally they do come around.”

This is the latest in a series of adventurous Mitsubishi exterior designs, including the 2019 update of the Mitsubishi Triton ute.

Thomson says that bodes well for acceptance of the Outlander.

“People were quite shocked, but that car [Triton] has now got pretty good acceptance of the styling on that vehicle,” he said.

“This is the same kind of thing; we are pushing people a little bit with the styling but we are not pushing it over the edge.”

The Outlander is Mitsubishi’s second-most popular model and the number-three best-selling medium SUV, but the plan is to ween it off low-profit rental and fleet volume and sell the new car to more private buyers, many new to the brand.

The look, equipment and new mid-spec Aspire and top-spec Exceed Tourer are part of that strategy.

Families remain the primary sales audience and, reflecting that, all models have 5+2 seating standard except for the base ES model.

“We really believe the combination of strength and sophistication makes this a highly compelling proposition,” said Thomson. “And we really do believe it is going to encourage buyers to think and act differently.

“To some extent we believe this car will disrupt the segment because of its image and its value. Part of that is it is really distinguishing inside and out.

“It’s conveying we are transforming into a bit of a premium brand and it’s raising the bar for Mitsubishi in every area.

“We really believe it is going to attract new customers who never previously considered Outlander or Mitsubishi.”