Mitsubishi Australia: A Key Player in Global Vehicle Development

Mitsubishi Japan is increasingly relying on the expertise of its Australian division for vehicle development, highlighting the growing influence of Mitsubishi Australia within the global company. This move underscores Mitsubishi Australia's importance in the brand's global strategy and product planning.

Australia: A Core Market for Mitsubishi

Mitsubishi Australia’s impact on the global stage has grown significantly in recent years. According to Shaun Westcott, the local boss of Mitsubishi Australia, the Australian market has become a crucial part of Mitsubishi's decision-making process for product planning and development.

“We are designated a core market, and because of our success – we’ve earned that right over the last four or five years – [we have more influence over products],” Westcott said. This influence is evident in their involvement with key models such as the Outlander and the Triton.

Driving Innovation: Australian Influence on Key Models

Mitsubishi Australia has been instrumental in tailoring vehicles to meet local market needs, which often sets a precedent for other markets. For instance, the Australian team has played a vital role in the development of the Outlander, with specific contributions to future suspension upgrades. Similarly, the Australian version of the Triton has been developed to cater to the unique demands of the local market, distinguishing it from versions sold in other countries.

Westcott emphasized that Mitsubishi Motor Corporation (MMC) values the engineering expertise and capabilities that Mitsubishi Australia brings to the table. He remarked, “MMC is developing more and more regard for our expertise and valuing the engineering capability which is still in Australia, and which we can bring to the product.”

A Model for Global Success

The success of Mitsubishi Australia has not gone unnoticed by its parent company. Mitsubishi's sentiment now aligns with the belief that "if it’s good enough for Australia, it’s good enough for anywhere in the world.” This approach showcases the confidence Mitsubishi Japan has in the Australian market's ability to lead global vehicle development.

Mitsubishi Australia consistently ranks among the top five most popular automotive brands in the country, achieving a sales tally of 45,352 units up to July this year. While it was ranked fourth in 2022 with 76,991 sales, Mitsubishi Australia remains a significant player in the automotive market, trailing only behind industry giants like Toyota, Ford, Mazda, and Kia.

Bridging the Gap: Collaboration with Japan

The close collaboration between Mitsubishi Australia and Japan is evident from the frequent visits by Japanese executives and engineers. Westcott noted, “We’re seeing an extensive amount of visits from Japan – I don’t think there’s any week in the year where we don’t have visitors from Japan – that’s on all sides of the business.” These visits cover a range of activities from research and development, product evaluations, to understanding the needs and preferences of Australian customers.

Looking Ahead: A Bright Future

Mitsubishi Australia’s growing role in the global company reflects its ability to innovate and adapt to market demands. As the company continues to influence the development of key models and contribute to the brand’s global success, Mitsubishi Australia is poised to remain a significant player in the automotive industry.

By leveraging its local expertise and understanding of the market, Mitsubishi Australia is not only shaping the future of its product lineup but also setting a standard for global markets. As Mitsubishi continues to navigate the evolving automotive landscape, Australia’s role will undoubtedly be pivotal in driving the brand’s success and meeting the challenges of the future.