Mitsubishi aiming to challenge Holden in booming ute market
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Mitsubishi New Zealand is so confident about its new Triton utes it expects a 25 per cent increase in sales during the next 12 to 18 months.
The company aims to push the Holden Colorado out of the third-best selling ute position with what it says is the most advanced ute on the New Zealand market.
The new Triton has a more robust profile, greater ground clearance and is fitted with some of the latest driver assist and safety technology that have traditionally be found on sedans.
However company officials say the new model retains the strengths of the existing model - durability, price competitiveness and a 10-year warranty.
The new Triton goes on sale next month, with some models around $1000 dearer than the current Triton, the 2 wheel drive models of which are being run-out at a discounted $29,990 plus on road costs.
The top of the line Triton VRX models will sell for $49,990, the same price as the existing Triton VRX utes.
Mitsubishi New Zealand says the existing Triton is the fastest-growing mainstream 4WD ute on the New Zealand market, claiming 12.2 per cent of the ute market during the nine months to the end of September.
"More and more Kiwis are looking to combine the luxuries of a lifestyle vehicle with the performance of a ute and Triton's increasing popularity reflects its ability to deliver that," said Reece Congdon, Mitisubishi New Zealand head of marketing and corporate affairs.
Mitsubishi was aiming to take the third best-selling ute position from Holden Colorado within the next year.
According to Motor Trade Association registration figures, Triton was trailing Colorado by fewer than 100 units during the year to the end of October.
Both the Triton and Colorado trail the two market leaders, the Ford Ranger and the Toyota Hilux in what is the fastest-growing segment of the market.
While the Triton has traditionally appealed to fleet and price-sensitive individual buyers, Mitsubishi New Zealand believes the new models will have broader appeal.
The new Triton, launched in Bangkok on Friday, boasts a more rugged appearance than the existing models, offers more rigidity, and improved off-road performance.
The top-end 4-wheel-drive models are equipped with a new off-road mode with gravel, mud/snow, sand and rock settings, offering greater all-terrain performance.
The existing range's high durability ladder-type fgrame and high impact protection cabin structure is retained, but there are a host of active safety and driver assistance systems added to the Triton for the first time.
These include forward collision mitigration and lane departure warning systems on the GLX and GLX-R models.
The VRX models will have blind spot warning, rear cross traffic alert, a multi around view monitor and front and rear parking sensors, all of which Mitsubishi says makes the Triton one of the most advanced utes available.
Watch for more about Mitsubishi's strategy to boost Triton sales and overtake the Holden Colorado in the booming ute market over coming weeks.