Shaun Westcott has been Mitsubishi Motors Australia Limited (MMAL) president and CEO for more than five years now, following his promotion from aftersales deputy director in April 2020.
In that time the Japanese brand and the Australian auto industry have experienced solid growth, with Mitsubishi leapfrogging Hyundai to become Australia’s fifth most popular auto brand with almost 75,000 sales in 2024.
That figure was up almost 17.5 per cent on 2023, with the overall market setting its second annual sales record in a row last year, when more than 1.237 million new vehicles found homes in this country – up 1.7 per cent on the year prior.
However, both Mitsubishi and the overall market face significant headwinds in 2025, when the sales slowdown that began in the latter months of 2024 has continued to impact both as supplies catch up with demand.
So far this year to April, Mitsubishi has slipped back behind Hyundai following an 8.7 per cent sales slide – more than the overall market’s 5.1 per cent downturn.
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That’s partly due to the runout of the ASX and Eclipse Cross small SUVs and the Pajero Sport large SUV ahead of their axing due to Australian Design Rule 98/00, which brings specific performance requirements for autonomous emergency braking (AEB) systems and came into effect for all new models on sale from March 1, 2025.
While the aged but popular ASX will be replaced by a rebadged version of Renault Captur already sold in Europe, which is likely to be much more expensive, there will be no immediate replacements for either the Pajero Sport or petrol or plug-in hybrid Eclipse Cross.
This year the federal government will also begin racking up financial penalties for auto brands that exceed ever-tightening emissions limits under the New Vehicle Efficiency Standard (NVES), which will impact Mitsubishi’s diesel-powered Triton, its second biggest seller.
In a recent exclusive interview with CarExpert, we quizzed Mr Westcott – who has had a focus on customer satisfaction since he joined MMAL in 2019 and has a background in a range of industries including mining, robotics and manufacturing – about these issues and more.
What impact do you expect from the NVES on consumers, industry and specifically Mitsubishi?
MMAL acknowledges the urgent need to address climate change and supports the introduction of the NVES. Sustainability is one of our key strategic pillars, as we are committed to the long-term future of Australia and our planet.
While we fully support the NVES, we also take a pragmatic view of its implementation. There are notable challenges in aligning the policy’s ambition with market realities and practical constraints.
Automotive manufacturers, including Mitsubishi, face several hurdles, including market gaps in certain vehicle segments, constraints of designing and bringing new cars to the Australian market, and a slowing consumer uptake of EVs due to concerns about charging infrastructure.
Until drivers can confidently rely on charging availability and reliability, mass adoption of EVs will remain elusive.
How will the NVES impact the size and model mix of the Australian auto market, and Mitsubishi’s sales and product range in particular?
Our future lineup will include a balanced mix of petrol, diesel, PHEV, and EV models – all designed for the Australian lifestyle and backed by our 10/10 warranty and capped-price servicing.
What impact will the NVES have on new vehicle prices overall, and specifically high-emitting utes that are Australia’s most popular vehicle type?
To avoid inadvertently creating unintended consequences for consumers, such as increased vehicle prices or decisions by automotive manufacturers to restrict model availability, we suggest addressing foundational challenges, notably availability of EV infrastructure, and extending the NVES penalty timeline by 24 months, to pave way for positive outcomes for consumers, the environment, automotive industry and the government.
How will the concept of brands being able to trade credits impact the market?
While the NVES legislation came into force on 1 January, OEMs will only start accruing penalties from 1 July 2025. At this point it would be too early for us to speculate on how the ability to trade credits will affect the market.
If the NVES helps drive up prices of internal combustion-engined (ICE) models and drives buyers towards EVs, what about those buyers for whom there are no suitable combustion models?
As a free-market economy, Australia allows consumers to choose vehicles that best suit their needs and budgets, whether EVs, PHEVs, or ICE vehicles.
We will continue bringing vehicles that our customers want and that the market is ready for. We will also continue talking to government ahead of the legislated NVES review in 2026.
We are on record with our recommendation of a 24-month grace period before penalties are enforced. This extension would allow for the rollout of EV charging infrastructure, ensuring it is in place to support consumers as they transition to electric vehicles.
How important are hybrids and EVs for Mitsubishi locally, or will PHEVs be enough to help it meet NVES targets?
Under our Momentum 2030 business plan, we committed to expanding our model range with a strong focus on electrification in Australia – and we’re delivering on that promise.
Looking ahead, a brand-new Mitsubishi battery-electric vehicle is coming to Australia in the second half of 2026. And there’s more to come. Between now and 2030, we will launch at least eight new and refreshed models, including electrified vehicles.
Has Mitsubishi’s relatively slow approach to EVs in recent years been vindicated in a market like Australia?
Mitsubishi was one of the first to introduce an EV to the Australian market, with the iMiEV back in 2010. While it was a very interesting vehicle, and the right size of vehicle to use an EV drivetrain, it was ahead of its time in terms of market acceptance.
The learnings from this provided perspective, and the result is that we have concentrated on delivering a wide product range that meets the segments consumers demand.
This is why we shifted focus to the SUV and light commercial markets, and why we invested in PHEV technology, which we still feel is the most appropriate transitional electrification technology in Australia, today, and will support the shift to higher electrification in future.
It is too early to measure the longer-term impacts of the Fringe Benefits Tax subsidy removal on PHEV sales, however, our focus remains on delivering a future lineup that will include a balanced mix of petrol, diesel, PHEV, and EV models – all designed for the Australian lifestyle and backed by our 10/10 warranty and capped-price servicing.
The Foxtron collaboration will return a full EV to the Mitsubishi customer in the next 12-18 months.
What impact will the influx of new Chinese brands and continued market fragmentation have on legacy brands like Mitsubishi, and consumers? Will Mitsubishi be forced to fend off those brands by reducing prices, decontenting products or further sweetening its warranty offer?
Before I respond, I will state that we don’t comment on competitors’ products.
From a Mitsubishi perspective, we have been selling vehicles in Australia for 45 years, and we intend to be here for the foreseeable future, and beyond. You can’t buy history like that, or the affinity with the Australian market that it creates.
Our Australian manufacturing legacy remains strong; we are part of the Australian fabric, particularly in South Australia. And that can create a strong emotional connection.
Our enduring relationship with Australia also includes an expansive, 200-plus strong dealer network and the established parts and aftersales support that engenders.
We continue to reinforce the quality and reliability of our vehicles, and our warranty offer and aftersales programs both remain outstanding. It is these ‘proof points’ that build trust in our brand. A Mitsubishi owner can be confident of taking their car on an adventure – whatever that looks like for them – in the knowledge the car, and our network, will be there for them.
Is Mitsubishi at a disadvantage locally given the company’s focus on Southeast Asian markets, as evidenced by the brand losing around half its lineup because of local regulations it couldn’t meet?
The ASEAN market focus for Mitsubishi was a core part of what was known as the ‘Mid-Term Plan’ that MMC sets every five years. COVID fell within the period of that mid-term plan. MMC continues to evolve its strategy with the times – and with what is appropriate at the time – and has developed subsequent mid-term strategies including the already-publicised Momentum 2030 plan. This supersedes previous plans.
It has been well publicised, and I have to say sensationalised, that we reduced our model line-up at the start of 2025 due to a change in ADR requirements. This wasn’t limited to Mitsubishi but also impacted other brands, who seem to have escaped some of the sensationalism.
We did announce the replacement of the ASX simultaneously, but some media houses chose to ignore or downplay this in exchange for sensationalist headlines.
The timing of this change restricted us to confirming only the ASX replacement at the time, but we also said other new models would be confirmed in due course which has subsequently happened, as promised.
Moving ahead, we’ve now confirmed the Foxtron collaboration that will deliver an EV here. There are ongoing developments regarding other Alliance-shared products, and we continue to progress on the next-generation large SUV offering.
But like we flagged at the time, the confirmations to proceed with these projects takes time. Rest assured; the Momentum 2030 plan remains on track.
Does Mitsubishi intend to continue being a top-five brand in Australia?
While we have acknowledged a top-five volume target in the past, we aren’t targeting a specific ranking or number. Our focus remains on delivering quality vehicles that consumers want, and supporting them throughout their ownership experience, while remaining profitable.
In the current competitive landscape, heavily discounting and increasing incentives are a short-term race to the bottom. Mitsubishi is a volume player, but we have moved beyond being seen as ‘cheap’; we are now known for creating value via well-equipped, capable and reliable vehicles that fit Australian customers.
Is a five-star Euro NCAP/ANCAP rating still a requirement for Mitsubishi Australia to sell a model here? For example, the EK X kei car was considered for local release.
While ANCAP ratings are not technically a requirement for MMAL, safety does remain a key factor when considering any new model, and the market has been conditioned to equate vehicle safety with a star rating.
As you know, many large fleets incorporate five-star safety rating into their requirements, so it is a very important factor we need to consider for fleet business.
We did evaluate the eK X for Australia, but there were several factors that meant it didn’t make solid business sense at the time.
It did enable us to drive discussions about future EV product and we are very happy with the Foxtron collaboration and other plans in this space which will be confirmed in due course.
Will the new Renault-sourced ASX be pricier, and tighter in supply?
It remains too early to discuss the new ASX in terms of pricing, model range and supply targets. We will provide more information ahead of market launch, which is targeted for late in 2025.
Will there be more Renault-based Mitsubishis launched here after the next ASX?
We have enjoyed collaborating with our Alliance partners on the new ASX. As part of our Momentum 2030 plan, there are several discussions within the Alliance as each brand and region evaluates which current and future vehicles would work in which market.
The resurgence of Mitsubishi in Europe demonstrates the value of working with Alliance partners to find the best fit for each region. But there are several possibilities to work with Renault and Nissan on future projects.
Will offering rebadged Renaults affect perceptions of Mitsubishi’s brand image and reputation?
This mix of platform-shared products and ‘OEM’ products is not new to the industry. We can look back at Nissan and Holden, Mazda and Ford, Toyota and Subaru, where platform sharing can create cost and market advantages, but there are also ‘core’ products from that manufacturer.
So, while we continue to work closely with our Alliance partners, we will also continue to invest in Mitsubishi products and technologies such as the Triton, the future large SUV and the PHEV system that will shortly debut here in the upgraded Outlander, promising more performance and range.
Of increasing importance to customers is the notion of who is backing the product. For example, the upcoming ASX will have MMAL’s 10-year warranty and capped price servicing plan, which ensures consumer peace-of-mind.
Can we expect a more general push upmarket for Mitsubishi given its Euro sourcing strategy?
As mentioned, we have consciously shifted from being seen as ‘cheap’ to being very value-oriented.
A good example of this is the Outlander range. We introduced the Exceed Tourer for the first time in 2021 and this continues to offer exceptional equipment levels to truly showcase Mitsubishi quality. However, we also offer the accessible ES grade which comes in around $40,000 yet is still highly featured, connected and safe.
You could say that we are extending our range upwards, while retaining our core customer appeal.
How much will Mitsubishi do to distinguish its Foxtron-based EV? What segment will it enter in 2026 and what will be its key competitors?
While we have confirmed that we will be taking a vehicle from Foxtron, it is too early to confirm specifics, apart from a target on-sale date late in 2026.
Will we get the Nissan Leaf-based EV and if so when?
MMC did acknowledge that the Leaf-based EV could be under consideration for the Oceania market in future. It is a vehicle we can consider for our market, and like any upcoming model we will continue to do our due diligence before any commitments are made.
What will replace the Eclipse Cross? Will you take the recently announced, Renault-based version?
I will preface this by saying that not every vehicle that completes production is automatically replaced, or if so, it may not necessarily be the identical size or configuration. However, we intend to remain in the key vehicle segments in which we are well established.
Our Momentum 2030 plan has firmly indicated we will have several new or updated vehicles introduced to the model range by decade’s end. We have the updated Outlander ICE and PHEV, the additional Triton body styles (Club Cab, Cab Chassis and Single Cab), and the new ASX coming this calendar year, and we have confirmed the Foxtron EV project for 2026, with the segment and model to be confirmed in due course.
There are several other vehicles in our pipeline that are too early in the process to confirm.
If the ‘new’ European Eclipse Cross becomes available outside Europe, we could consider it subject to our assessment of whether it meets our needs. Like any model we would make an assessment of Australian market factors and conditions, and make a business decision based off that.
Overall, you can anticipate that at minimum we will continue to be involved in the segments we currently operate in, including Large SUV.
When will we see the new Pajero Sport?
MMC executives have been on the record previously with Australian journalists discussing a future model in the large SUV space that is in development.
I can confirm that this is still the case and we will announce details in due course. Whether or not this will be called Pajero Sport is still to be decided.
Will Xforce ever be engineered for our market?
We would say ‘never say never’.
Obviously the current XForce is designed for ASEAN markets, where it has been well received and is doing well. MMC has clearly stated their focus will shift to more ‘global’ vehicle programs as we approach the end of the decade, so we will see what happens then.
When will Triton get electrification and what kind?
From launch we focused on the Triton that was in most demand – that was the dual-cab pickup with a turbo-diesel engine.
The new biturbo engine has received positive feedback for its pulling power and real-world fuel economy, and this engine will continue to be the engine of choice for the expanded Cab Chassis and Club Cab range.
We have followed our competitors’ new models with interest; some are offering electrification, and others continue to pursue the established turbo-diesel solution. It is evident that there are several solutions that can work in this market, and we continue to study how electrification might translate in the future. That includes studies into HEV, PHEV and EV.
Will Triton receive the Walkinshaw tough-truck treatment?
As a company we were proud to see that Walkinshaw saw such potential in the previous-generation Triton, and the vehicle looked and performed the part. It certainly created interest.
For the new Triton, and for other models, we work closely with head office to understand what might be possible in creating a ‘halo’ variant.
The Ralliart office was established back in 2022 and works with a long-term view. To date, there have been several Ralliart-themed options available, including some Ralliart vehicles fielded in the Asian Cross Country Rally (AXCR), however, we understand the importance and heritage of the Ralliart brand for Australia; we won’t pursue something that doesn’t live up to that badge, so the sticker packs aren’t on the menu.
Ralliart continues to invest in the AXCR program which has given its engineers motorsport-grade experience. We saw that in the past with systems such as Super Select and Super All-Wheel Control and are confident these learnings translate to future product.
In terms of an actual Ralliart, or halo model, we are currently assessing how this will look in Australia in future. Whether this could be ‘in-house’ or via the second-stage manufacturing process is yet to be confirmed, but studies are underway and progressing.
Will Outlander’s local chassis development program lead to unique Australian steering and suspension tunes?
The story is better than that – the Australian Outlander steering and suspension tuning has been adopted for global markets.
Our local R&D team worked collaboratively with MMC engineers from early in the program, utilising roads in Australia, Japan and around the world.
The head office team went to the lengths of scanning our road surfaces to replicate an Australian road surface at the Okazaki test facility so they could continue refining the development both here and in Japan and have on multiple occasions invited our R&D team to Japan to be involved in developing, improving and implementing changes.
While we won’t go too deeply into detail at this stage, the development program led to retuned front and rear dampers for improved ride and handling balance, a different front anti-roll bar and steering work to improve both on-centre feel and overall linearity – this has addressed some of the concerns voiced by Australian media and customers on the previous model. The suspension was also tuned to suit the new ‘summer’ tyre specification to match Australian conditions.
What does Mitsubishi see as the rightful place for Triton and Outlander in their respective sales segments?
Again, we don’t see a ‘rightful’ position, however, it is always nice to see the names mentioned in your monthly sales reports.
Outlander has regularly placed in the top two in Medium SUV, and the Triton traditionally sits in the top six. As both spaces have had an influx of strong competition, our focus remains on selling good value, quality products with unmatched aftersales support – the sales are a product of that.
I think we have covered off our key focus points for now and in the coming years in the above answers. However we would reiterate that Australia remains a core market for MMC globally, that we have a unique 45-year heritage in Australia, and we intend to remain a key player in the automotive segment in Australia for decades to come.
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