As recently as last year, Mitsubishi Australia sat comfortably among the country’s five most popular brands. By the end of September this year, however, the Japanese marque couldn’t maintain its 2024 momentum: sales slipped 16.4% to 47,650 vehicles, nudging the brand down to sixth place.

Mitsubishi Australia was forced to postpone three of its five models—ASX, Eclipse Cross, and Pajero Sport—this year because of new safety rules that require autonomous emergency braking (AEB) on all new cars. These vehicles had been strong draws for buyers, but the updated standards made further production impossible.

Meanwhile, competitors are widening their ranges with fresh models that satisfy current safety and environmental demands. Chinese automaker GWM, for example, has already introduced several newcomers, including electric cars fitted with advanced autonomous driving technologies. Chinese brands are quick to track shifting consumer tastes and adapt their products to the specifics of local markets.

Mitsubishi, by contrast, has fallen behind the pace. Its only major announcement has been the return of a new-generation ASX, and even that debut arrived six months after the previous version officially ended production. In a fast-moving segment, a gap like that hands rivals valuable breathing room and lets them seize the initiative.

The company recognizes the stakes and has put forward a development plan called Momentum 2030. The target is to reclaim lost ground and re-enter the top tier of Australia’s car market by 2030. The roadmap includes a sweeping refresh of the lineup, the introduction of modern technologies, and a higher degree of production localization. Ultimately, success will depend on how quickly the brand answers customer demands and on the depth of the innovations it brings to market.