New 380 Sells Low Price Strategy

Mitsubishi Group of Companies has reinvented its Adelaide-built 380 sedan by introducing a Series III with high value but low price strategy.

As the Japanese car maker tries to keep the Tonsley Park plant continuously building cars, Mitsubishi has decided to go for the throat in pricing the large sedan against its six-cylinder rivals particularly Holden Commodore, Ford Falcon and Toyota Aurion.

Mitsubishi Motors Australia president Robert McEniry recently said they believe that with the metamorphosis of the product line-up, the 380 Series III, is now, more than ever, the best vehicle for Australian families.

Despite for this year’s high demand for Mitsubishi's imported product, sales of the 380 have dropped 18 per cent as it targets to sell 1000 unites per month. This just goes to snow that the new Series III is very important to the Tonsley Park plant's immediate future.

Though not really stated, we must expect that to reduce the toxicity of emissions from an internal combustion engine, Mitsubishi has equipped the 380 with an improved Mitsubishi catalytic converter.

The 380 features a refreshing interior, external design enhancements, specification upgrade and realignment of model variants.

Throughout the range, a 3.8-litre V6 engine giving 175kW power is still standard. Majority of the versions have a five-speed automatic with sports mode sequential shift and some are also available with a five-speed manual gearbox.

Standard equipments on all 380 models are dual front and side airbags, ABS anti-skid brakes, automatic climate control air conditioning and heating, power windows, cruise control and power-adjustable driver's seat.

A new sports front bumper, fog lamps, alloy wheels and traction control are the features of the entry-level ES, which costs $28,990 for manual and $30,990 for automatic.

And to spur the launch of the Series III, Mitsubishi is offering an extra package. It includes the “ES Sports” which adds rear wing, larger (17in diameter) alloy wheels, upgraded sports suspension, sunroof and Bluetooth phone connectivity, with no addition to its $28,990 price.

Glass's Guide exhibits the entry-level Commodore at $34,490 for four-speed auto, the Falcon manual at $34,990 and the Aurion also at $34,990 for six-speed auto.

A 380 GTL is added to the Mitsubishi range. It is a luxury version of the GT model with leather interior and sunroof and priced at $44,990.

Mr. McEniry said that over the past 18 months, the customer satisfaction level of 380 buyers had increased and it is helped by its fuel economy. According to him, production rates of the 380 at the Tonsley Park plant made it "a more than sustainable business model" and it was planned that the plant would maintain making the 380 until 2011 wherein time future models would have been considered.
Watch out for the Mitsubishi 380 Series III cars as they go on sale from July 29.