Mitsubishi through the worst

After sales jumped from 5.1 per cent at December 2005 to 6.7 per cent by end of June 2006, Mitsubishi is looking at several aggressive new developments to consolidate the turnaround.

McEniry advised that two were established in Sydney and three and a half were complete in Melbourne with the completion of the balance a high priority by the end of 2006. These flagship facilities in Sydney and Melbourne will be important and highly visible indicators of the Revolution 06 program. McEniry reports that "several heavy hitters in the dealer world are expressing renewed interest in the Mitsubishi brand".

When questioned about the impact of the VE Commodore, Mitsubishi executives were quietly confident that the new VE Commodore has added further validity to the 380's sleeker styling direction over previous Mitsubishi models when both new models share similar side profiles and rear treatment.

They also confirmed that the 2.4-litre four-cylinder version is well underway as the final details of exports to Proton in Malaysia approach the sign-off stage. This will enable Mitsubishi to return to a four-cylinder/V6 model range that underpinned healthier market shares in the past.

It is a strategy now gaining traction as pricing reflects that positioning. McEniry confirmed that the price cuts reflected the actual transactional price of a deal and all Mitsubishi has done is reduce the margin for discounting. As a result of this move, the 380 has topped a recent industry survey on projected resale at the end of a lease for this type of vehicle. Other studies which suggest that the 380 has the lowest running costs of its type have also helped according to McEniry.

Grandis VR-X: Mitsubishi's overlooked Tarago alternative has always offered similar 21st century looks and people mover space at a significantly lower price. The new VR-X model adds some attitude to the family truckster as families look for more frugal alternatives to AWD SUV models.

Colt Ralliart: A frenetic turbocharged version of the Colt Hatchback with a strong Evo rally car flavour is aimed at pocket rocket buyers with less than $30,000 to spend. Look for full details at CarPoint next week.

Colt Cabriolet: Due in October, this stylish and well-engineered full cabriolet with foldaway hardtop will be built by Pininfarina. Mitsubishi claims it will not just have a European flavour, it will actually be European when most of its components are sourced from within Europe. It will also feature the European Colt dash. Pininfarina will paint and assemble it in Turin, Italy. Insiders suggest it will be cheaper than the Holden Tigra with a choice of a German-built 80kW non-turbo or Japanese-built 110kW turbo engine with Getrag five-speed manual. Its prime target is the Peugeot 206 CC. Will it be the local market's only sub-$30,000 cabriolet?

380: Responding to criticism that the 380 GT doesn't deserve the GT badge when it shares the same drivetrain as entry models, Mitsubishi is developing a new performance model. It is not yet certain whether it will continue with the GT name or introduce the Ralliart nameplate to the 380 range. Mitsubishi also hinted that the 380 could support a special enhanced model as Toyota enters this market drawing on local Prodrive facilities.

Pajero: A complete reskin due in September will spell the end of the current Pajero's heavily sculpted lines which are now looking quite dated against smooth new entries.
The proven hardware and proportions will continue but further refined. The big news is the return of a Pajero short wheelbase range as rivals have abandoned this niche. Combined sales of SWB Pajero/Nissan Patrol/Ford Maverick/Toyota LandCruiser/Holden Jackaroo were once healthy in Australia when they offered full strength heavy-duty offroad ability at soft-roader prices. Mitsubishi is looking to revive and capitalize on this market as the only major player with such an entry.

Outlander: Mitsubishi has big hopes for an all-new model due in November. The latest upgrade of the current model with its 120kW engine demonstrated the potential of the Mitsubishi Outlander once it had the grunt to match its extra size. The four-cylinder 120kW engine will continue but will be joined by an in-between V6 that won't encroach on the Pajero. Because the coming Outlander can offer a choice of five or seven seats, Mitsubishi must be evaluating where a Challenger replacement would fit as new short-wheelbase Pajero models crowd the same price segment.

Lancer EVO IX: This year's annual upgrade won't be an EVO IX.5 but a mild cosmetic freshen-up with a new sound system. The EVO X is due in 2008, not 2007, according to Mitsubishi's latest advice.

Triton: After its recent launch, the all-new model has generated a sales frenzy amongst buyers who appreciate the extra rear seat comfort and compact looks. Mitsubishi is committed to getting the rest of the range on sale before the close of 2006.

It has been some time since a Mitsubishi briefing has contained such an upbeat outlook for the near future.