'We plan to be here for another 40 years': How Mitsubishi plans to be a big player in the face of new competition such as BYD Sealion 6 and Shark 6 and without the Pajero Sport and Eclipse Cross and likely pricier ASX SUVs

Australia’s new car landscape is about to change dramatically, according to head of Mitsubishi Australia Shaun Westcott.

The wave of new Chinese car brands, the implementation of the federal government’s New Vehicle Efficiency Standard (NVES) and the on going cost of living crisis will challenge established car makers through the rest of this decade.

“I think the landscape is changing. It’s going to be different from a whole range of issues, everything from the powertrain that’s driving the car all the way through to who’s there and who isn’t there and who’s buying what and who can afford what,” said Westcott.

Mitsubishi said it’s in for the long haul in Australia and feels its strengths will see it through the challenging times ahead.

“Mitsubishi has been around for more than 100 years, and building cars since 1904, we do know what we are doing … we’re not Johnny-come-lately,” said Westcott.

Westcott said the brand wanted to demonstrate its value beyond the sticker price of its cars in the face of a hoard of new affordable alternatives.

That includes the reliability and quality of the product, the second largest dealer network in the country, 10 year warranty and capped price servicing program and a big focus on after sales customer service.

“Mitsubishi’s intention is to be here to back up our 10 year warranties,” he said. “So we plan to be here for another 40 years.”

“It’s not just a price offering, it’s a whole of package offering that we are giving customers.”

“We’re not going to bring in a car now, and in three years time, when you need to service the car suddenly we’re no longer there, or you need spare parts for the car and you can’t get them and you crash the car, you can’t get body panels because that supplier may no longer be here.

“People need peace of mind, and part of what we offer is that peace of mind.”

Mitsubishi Australia’s GM of Product and Public Relations Bruce Hampel backed up those statements.

“This is a long game for Mitsubishi rather than a sprint. We want to sit behind our core strengths: reliability, dependability, customer experience, so that even though the market may go through some upheaval as the new entrants come on board, but we will be there when they bounce back.”

Mitsubishi has been forced to delete the current ASX small SUV, Eclipse Cross compact SUV and Pajero Sport four-wheel drive from its Australian line-up due to it falling foul of new Australian Design Rules focused on auto emergency braking.

It has confirmed a new ASX based on the Renault Captur will arrive this year, but it is sourced from Europe and has lots of tech and safety advances that will likely result in a steep price rise, not to mention a smaller cabin.

The other two models will be replaced in some form in the future but for now the maker will be without two of its price leaders.

These new products will likely be built on new platforms and come with plug-in hybrid technology to skirt around the NVES penalties, which will add further cost to new vehicles.

Westcott isn’t too concerned with Mitsubishi’s place in Australia with the brand’s reputation for reliability and its after sales experience being two big selling points.

He also believes some of these new entrants will initially poach customers who were looking at second hand cars.

“So initially, people may buy a new cheapie, as opposed to a traditional second hand car, but when they have their first breakdown and it takes them, I won’t mention which brands, but there are brands out there where you can wait weeks or months to get your spare parts,” said Westcott.

"So if you need your vehicle to make a living and your vehicle is off the road, you’re not going to be happy for too long", said Westcott.