Mitsubishi has unveiled its strategy to compete with Chinese automakers such as BYD and Chery, with a plan to introduce 13 new models over the next five years. This includes five hybrid and five plug-in hybrid models, which could significantly impact the brand in Australia. The move comes as Mitsubishi faces increasing challenges due to the New Vehicle Efficiency Standard (NVES) fines that are set to take effect soon.
One of the most anticipated models is the 2027 Mitsubishi Pajero, which is set to make its official debut in Australia this year. This new flagship 4WD will serve as a strong competitor to the 2026 Toyota LandCruiser and Nissan Patrol. The Pajero’s return marks the beginning of a broader transformation for the brand, with plans to launch a range of new vehicles across different segments.
Key Models and Strategies
Among the upcoming models, there will be:
- A small SUV
- A compact SUV
- Two other undefined SUVs
- A new ute
These additions are part of Mitsubishi’s off-road product plan, which aims to strengthen its presence in the Australian market. Additionally, the brand is planning two new electric SUVs, along with a pick-up and two Kei cars, which are designed for urban use.
The introduction of more electrified vehicles is expected to help mitigate the financial pressures posed by the NVES. However, Mitsubishi has acknowledged that there is still significant room for improvement across its product line. The company identified several challenges, particularly in differentiating itself from competitors, especially with the growing influence of Chinese carmakers.
Competing with Chinese Brands
Chinese automakers like BYD and Chery have been introducing a wide range of models at much lower price points, posing a direct challenge to Mitsubishi. In response, the company has outlined its focus on building a product lineup that reflects its brand identity, centred around the off-road and ASEAN product groups.
Mitsubishi also emphasized its commitment to electrification, stating that while it will continue to collaborate on EV development, it will prioritise in-house research and development for hybrid electric vehicles (HEVs) and plug-in hybrid electric vehicles (PHEVs). This approach is aimed at maintaining the brand’s unique position in the automotive industry.
Future Focus and Differentiation
“We will build a line-up that embodies our brand, centred on the off-road product group and ASEAN product group,” the company stated. “At the same time, regarding electrification, while we will continue to utilize collaboration models for EVs, we will focus our in-house development on HEVs and PHEVs.”
Mitsubishi Motors is looking to focus on product segments where it has strengths, refine differentiated features that set it apart from competing brands, including those from China, and establish a unique position in the market. This strategic shift is crucial for the brand as it seeks to maintain its relevance in an increasingly competitive automotive landscape.
The Return of the Pajero
The return of the Pajero 4WD to Australia is scheduled for the fourth quarter of this year, marking the first step in this new era for Mitsubishi. This model is expected to play a key role in the brand’s efforts to regain market share and appeal to customers who value rugged, capable off-road vehicles.
With the introduction of these new models, Mitsubishi is positioning itself to better compete with both traditional rivals and emerging Chinese automakers. The company’s focus on electrification, combined with its strong heritage in off-road vehicles, could provide a solid foundation for future growth.
As the automotive industry continues to evolve, Mitsubishi’s plans highlight its determination to adapt and remain relevant. By expanding its product lineup and investing in new technologies, the brand is taking steps to ensure it can meet the demands of Australian consumers while navigating the challenges of the modern market.
