Powered by
Subscribe to the only car newsletter you’ll ever need

Mitsubishi boss: I’d be ashamed for Triton to be compared with Chinese utes


Aussie importer bullish about elevating Triton beyond newly emerging, bargain basement Chinese ute set  

Speaking with Chasing Cars at the launch of the sixth-generation Triton, Mitsubishi Australia’s CEO Shaun Westcott reflected on the changing positioning of the Triton in a rapidly growing ute market, and how its identity has now changed from the ‘cheap ute’ status it was widely regarded as holding.

And it’s clear that Mitsubishi now targets Ford Ranger and Toyota Hilux more closely, particularly with Triton’s pricier, higher-grade dual-cab 4x4s.

Mitsubishi Triton prototype 2024 front hill
Mitsubishi has very confident in its new Triton

“We’ve lifted the entire vehicle. Everything about it is better: the drive, performance, luxury, the finish, interior, the quality, the technology in the car, the engine, the rigidity of the ladder frame – you don’t get [unwanted] body movement anymore, you can place your wheels where you want them to be,” he said. 

Westcott went on to say that, with its slew of new advantages, price was not the main selling point for its buyers.

“This is not a ‘cheap car’ and we aren’t trying to sell it on price,” he said, adding “it is more expensive than the current (outgoing) Triton but it is still good value for money for what you’re getting at that price.

“Everything about the car has been lifted to the point that I would be embarrassed and ashamed if we were to be compared to a Chinese product.” 

Mitsubishi Triton prototype 2024 rear close 2
The Triton has taken a big step forward this generation

In the last few years, models such as the GWM Ute and LDV T60 Max have muscled in on cut-priced territory Triton once inhabited, with starting prices of $34,990 and $41,148 driveaway respectively in automatic 4×4 dual-cab pickup guise, which now undercut Triton significantly at $50,940 before on-roads for a similar spec. 

At Triton’s most affordable tier, priced from $43,690 (before on-roads) in 4×2 GLX dual-cab automatic guise, the entry price to the new-generation range is $3250 more than the equivalent outgoing model, with increases of up to $7600 seen on the GLS grade.

More affordable Tritons are expected to follow when Mitsubishi releases its cub-cab, cab chassis and manual equipped models later in 2024. 

GWM ute 2021 front 3/4
The GWM Ute and other Chinese rivals have been a hit in the Australian market

In 2021, Mitsubishi kicked off what it called a premium push with the arrival of its new Outlander midsize SUV, however Westcott was keen to point out the Triton, and other Mitsubishi models, would not become out of reach for its buyers.

“Our core market is middle Australia, we’re not trying to be, we’re not pretending to be and we have no aspiration to be a luxury brand.”

What’s new on the sixth-generation Triton?

With the sixth-generation replacing the fifth which was first introduced back in 2015, it’s no surprise there are a long list of changes.

The new generation Triton has grown 15mm longer with an extra 130m in the wheelbase, the track has been widened by 50mm in an effort to increase interior comfort, improve the driving experience and fit a 1200mm standard Euro pallet between the arches.

Mitsubishi has also adopted an new twin-turbo 2.4L diesel engine, producing 150kW/470Nm, up from the 133kW/430Nm outputs from the old single-turbo unit of the same displacement but different design. 

Mitsubishi Triton prototype 2024 front 3/4
Plenty has changed on the new Triton

The average fuel consumption has dropped from 8.4L/100km to 7.7 for 4×4 dual-cab automatic models and a 17-litre AdBlue tank has been fitted to keep emissions lower. The towing capacity has also increased from 3100kg to 3500kg.

Mitsubishi has redesigned the interior with a similar design to the Outlander, using the same 9.0-inch touchscreen that ushers in wireless Apple CarPlay alongside modern conveniences like a wireless phone charger and a digital driver’s display.

The Triton is currently being tested by the ANCAP and is expected to receive five stars thanks to a slew of updates from improved side-on crash ability through to new technology such as driver attention monitoring, rear AEB, front cross-traffic alert and a front-centre airbag all standard fit.

Drive impressions on the new Triton are embargoed until March 1st, at which point Chasing Cars will release our verdict in a comprehensive written and video review.