Family buyers to take larger share of Triton sales
MITSUBISHI Motors Australia Limited (MMAL) says it expects most of its new-generation Triton sales to come from family buyers, reflecting a growing Aussie preference for do-it-all vehicles that cover all bases.
Speaking at last week’s Australian launch of the new Triton in Adelaide, MMAL chief executive officer Shaun Westcott told media the importer believes family buyers will account for up to 42 per cent of all vehicles sold, followed closely by tradespeople at 34 per cent.
The remaining sales bracket is anticipated to fall to large fleet buyers (15 per cent) and double income/no kids buyers (nine per cent).
Mr Westcott said he believes the changing face of Triton buyers reflects the breadth of customer appeal generated by the new-generation ute’s design, pricing, and specification.
“As the price of vehicles increases, the need for a vehicle to fulfil a variety of roles becomes more obvious,” he said.
“In the old days, a farmer or a tradie would have a single-cab ute that was utilised for work, and perhaps a sedan that was used for family duties. Those days are well and truly gone.
“We have identified that as a trend, and it is manifesting as a trend. Whether we are at the peak of that trend I don’t yet know.”
Mitsubishi Australia’s senior manager of product strategy Owen Thomson said research indicates that “people appreciate the utility aspect of a dual-cab utility and the dual-purpose nature of that vehicle is certainly changing, meaning they are appealing to more people”.
“But there will always remain a certain number of buyers that need pure commercial models, and we can’t forget that,” he added.
“It’s one of the underlying challenges of these cars. They have to do the ‘work truck’ thing as well as fulfilling an ever-expanding number of roles for those other buyers.”
Mr Westcott said he perceived the level of engineering available in dual-cab utilities now enables capabilities that meet the needs of both buyer types sufficiently, without the compromises that existed in the past.
“Manufacturers like Mitsubishi are very fortunate to be in a position where a vehicle can be developed to suit not only a range of buyers, but a range of markets,” he said.
“Thailand for example is a very different market to ours, as is Africa. The mix of models and the expectation in their ability means there will always be very different demands placed on this kind of vehicle.
“We have the power as a global brand to ensure those options are available to us, driven of course by market demand.”
Of concern to some groups is the growing size of dual-cab utilities. In select markets, the larger dual-cab ute has opened opportunities for smaller models to slot below.
Further, the size of most dual-cabs now available has in some instances limited their practicality, making them difficult to park (particularly in multi-level car parks) and more difficult to utilise when accessing the tray bed.
In discussing those needs, and the growing size of dual-cab utilities in particular, Mitsubishi Motors Corporation (MMC) chief product specialist – and 30-year Mitsubishi Pajero, Triton and Pajero Sport expert – Yoshiki Masuda told GoAuto that market demand plays a key role in ensuring those needs are carefully balanced.
“At the very start of the development of each new generation we always consider how big the model needs to be,” he detailed.
“It’s a difficult and important question. Since the Triton began 46 years ago, size has been getting bigger, always increasing and accelerating. When we started the current Triton project in 2017 it was a big question for us.
“For some companies, there is a need to downsize, for a variety of reasons. But our research shows that with a greater increase in private use – especially among lifestyle customers – there is a desire for bigger size, but not necessarily to the next size up, say to an F-150 or a Silverado.
“We must maintain a level that suits that need. It is why, in this generation of Triton, we decided to increase the size.”
Balancing those needs with an increasing focus on reduced CO2 emissions and fuel consumption – and at a time when MMC is not yet ready for an electrified Triton ute – Mr Masuda claimed the latest generation Triton has arrived with an appropriate solution to balance those conflicting needs.
“We managed to do this by finding an appropriate solution for reducing CO2 emissions, with our new engine technology and weight reduction also played a part,” he stated.
“But it is my assumption that the vehicle is now at a size it needs to be. I don’t think it will grow much larger. I think we will see most manufacturers maintain this kind of level.”
The vehicle is touted as being not only tougher and more capable than before, but also more highly refined and generously equipped.
Importantly, the 2024 Mitsubishi Triton range arrives on the back of an extensive research and development program which included time spent in Australia.
MMAL says the ride and handling balance of the new model is “at home in Australian conditions”, the specific suspension, stability control, and steering settings applied to the model developed both from real-world driving in Australia, as well as “extensive competitor and current model testing”.
To enhance the overall ride/handling blend, Australian market Tritons feature a larger diameter front damper (+4mm) with increased rebound stroke length, while at the rear, the standard duty leaf arrangement falls from five leaves to three and the heavy duty arrangement from six leaves to four, reducing unsprung mass and helping improve body control.
The rear dampers have also been increased in diameter (+6mm) and feature a revised oil seal for additional strength and longer service life.
At ground level, the Triton is equipped with new-look 17- and 18-inch wheels – steel 17-inch wheels on GLX 4x2 and 4x4 grades, 17-inch alloys on GLX+, and 18-inch alloys on GLS and flagship GSR.
As noted in previous GoAuto coverage of the sixth-generation Mitsubishi Triton, the vehicle has grown to offer a more spacious vehicle for mixed purpose usage. The body grows 15mm in length to 5320mm, 50mm in width to 1865mm, and offers 130mm more between the axles, now 3130mm in wheelbase.
The dimensions result in a larger tray (+35mm in length), greater front seat shoulder room (+49mm to 1479mm) and increase couple hip space (+40mm to 780mm).
For the first time, the Mitsubishi Triton will also offer 3500kg maximum braked towing capacity, bringing it in line with rivals including the Ford Ranger and Toyota HiLux. Towball down weight is listed at 350kg while payload ratings range from 1080kg to 1120kg, depending on variant.
The Triton arrives with just one engine option initially but others will follow in due course. From this month, all variants feature Mitsubishi’s 4N16-series twin-turbocharged four-cylinder diesel displacing 2.4 litres. The unit features twin stage turbocharging where the smaller turbo is utilised at lower revs before the larger unit kicks in.
Mitsubishi says the combination offers Triton 150kW of power at 3500rpm and 470Nm of torque between 1500 and 2750rpm.
The engine has been designed to offer lower friction and vibration than its predecessor and is also said to be stronger and more reliable. It features a new high-pressure fuel injection system, upgraded intercooler and exhaust system, lightweight pistons (-15 per cent), electronically controlled oil pressure, and “an evolved MIVEC system” for wider operation range and more precise valve control.
Depending on the variant selected, both 4x2 and 4x4 models will be available with a six-speed manual or six-speed automatic transmission.
Another Triton first is the addition of an idle-stop system and AdBlue injection system, both aimed at reducing fuel use and emissions. The Triton is equipped with a 17-litre AdBlue tank and is reported to consume as little as 7.5 litres of diesel per 100km on the ADR 81/02 combined cycle with CO2 emissions of 199 grams per kilometre.
For four-wheel drive models we also find an enhanced Super Select 4WD-II system on selected models, offering up to seven selectable drive modes: Normal, Eco, Gravel, Snow, Mud, Sand and Rock. A locking rear differential is available on selected grades.
Again, in response to an uptick in family use and a growing focus on safety from business and trade buyers, Mitsubishi has expanded the list of standard safety inclusions.
High-tensile steel is employed across the chassis of every Triton variant for increased torsional strength and bending rigidity as well as improved energy absorption properties to reduce passenger impacts more effectively in the event of a collision.
A new frontal crossmember is now backed by a secondary crossmember for additional frontal support, while a ‘crash box’ structure is added to the side rails to bolster occupant protection.
The vehicle’s core safety is supplemented by an alphabet soup of active safety and driver assistance systems, including auto high beam, tyre pressure monitoring, traffic sign recognition, forward collision mitigation (with cyclist, pedestrian, and junction assist), rear AEB, front and rear cross-traffic alert, speed limit assist, driver monitoring, lane departure prevention, adaptive cruise control, and more.
A 360-degree camera system is also standard across the range.
Front and centre on the dashboard, the new Triton features a larger 9.0-inch touchscreen infotainment array with embedded satellite navigation, wireless Apple CarPlay and wired Android Auto. Bluetooth phone and audio connectivity is also standard, as is DAB+ digital radio reception and two USB inputs. A 15-watt wireless charging pad is located in the centre console.
Base GLX and GLX+ variants feature a four-speaker audio system while GLS and GSR grades receive a premium six-speaker arrangement.
Further, the Triton now features a 7.0-inch instrumentation display, growing significantly from the previous model’s 4.2-inch screen.
Depending on grade the Triton is available in up to eight paint colours, with white and red offered as a no-cost option. Metallic and premium hues include White Diamond, Black Mica, Blade Silver (new), Graphite Grey, Impulse Blue, and Yamabuki Orange (new).
Upholstery options include black cloth (GLX), black cloth with silver stitching (GLX+ and GLS), black leather with silver stitching (GLS option), and black leather with orange stitching (GSR).
Mitsubishi continues to offer the Triton with a 10-year warranty and capped-price servicing program. Service intervals are set at 12 months or 15,000km (whichever comes first) with pricing tallying $6690 for 4x4 models over the time period – a reduction of $150 from the outgoing model.
Visit GoAuto again soon for our local launch review of the 2024 Mitsubishi Triton.
