Magna replacement is well researched

MITSUBISHI Australia has spent more than $1.2 million in market research for its PS41-codenamed Magna replacement due on sale in October, making it the most extensively researched model in MMAL history.

While a new nameplate is yet to be revealed, the market testing program results were announced ahead of next Monday’s (April 11) media conference on design – the latest installment in Mitsubishi’s drip-feed approach to releasing information on its important new model.

Part of the $600 million invested overall for the new model, Mitsubishi says the market research component aimed to ensure it delivered a "style-centric" vehicle with an Australian flavour – presumably in contrast to the Olivier Boulay design that has polarized opinions of the current Magna’s styling.

PS41’s market testing included three styling clinics, six focus group sessions and three surveys, covering all elements of the car’s design, plus specifications, features and positioning.

The first styling clinic in June 2002 involved 251 Commodore, Falcon, Camry/Avalon and Magna/Verada owners reviewing a left-hand drive Galant, the vehicle upon which Mitsubishi’s new model is based and with which it shares 30 per cent of its components.

Compared with AUIII Falcon, VXII Commodore, TJ Magna and the previous-model Camry, PS41 easily scored the highest ‘first preference’ for initial styling impressions.

After an intensive "Australianisation" program to distance the local vehicle from its US sibling and to make it appear sportier, the first iteration of the revised styling again achieved strong clinic results in mid-2003.

However, Mitsubishi says the final styling clinic - held in Sydney in July/August 2004 and involving 285 Commodore, Falcon, Camry/Avalon and Magna/Verada owners – produced the strongest results ever achieved for a new Mitsubishi product.

Compared with BA Falcon, VYII Commodore and the current Camry – PS41 topped the ‘first preference’ score, and also scored first in all key image attributes: sporty, agile, prestige, sophisticated, stylish, expensive, sleek and futuristic.

Mitsubishi says more than 70 per cent of respondents also ranked the smaller PS41 as ‘just right’ in size.

The Australian PS41’s styling has been further tweaked following clinic feedback and is now ready for production.