Mitsubishi Motors Australia Limited (MMAL) will welcome Shunichi Kihara as its new Chief Executive Officer on January 5, 2026. The appointment comes at a pivotal time for the automaker, as it prepares to leverage a wave of new models—including the recently released ASX and an updated Outlander PHEV—to bolster its market presence in Australia.
Leadership Transition and Strategic Focus
Kihara arrives from Mitsubishi’s North Asia Division, where he served as Assistant Division General Manager. He succeeds interim CEO Yoshinori Yamazaki following the departure of Shaun Westcott, who led MMAL for five years until his resignation in September. This leadership change is strategically timed to capitalize on upcoming product launches and to address current sales performance.
Sales Performance and Competitive Landscape
While Mitsubishi’s sales have dipped 16.3% year-to-date, the company continues to outperform key competitors like Renault (-16.5%) and Nissan (-17.7%). It currently ranks as a top-ten brand in Australia, holding sixth place in October 2025 sales figures, largely driven by its Triton ute, which also serves as the base for the new Nissan Navara. Year-to-date, Mitsubishi has recorded 52,364 sales, placing it behind Hyundai (64,861) but ahead of GWM (43,774).
Upcoming Models and Expansion Plans
The incoming CEO will oversee the introduction of several key models. The Outlander PHEV will receive a facelift with an upgraded battery pack in early 2026, while the recently launched ASX (based on the Renault Captur) is expected to contribute to sales growth. Mitsubishi is also exploring potential expansion into new segments.
Potential Model Lineup Changes
The company is considering a more rugged version of the Outlander, mirroring a North American variant designed to compete with the Subaru Outback. Additionally, strategic model sharing with Nissan could lead to a new Pajero, potentially based on the next-generation Nissan Patrol, positioning Mitsubishi with a direct competitor to the Toyota LandCruiser 300 Series. A concept for a Pajero Sport replacement was previewed at the 2025 Tokyo Mobility Show.
Electrification and Future Technology
Mitsubishi plans to integrate hybrid technology into models like the ASX and Triton. The company is also preparing to launch its first new-generation electric SUV in the second half of next year, marking a significant step toward electrification.
The appointment of Kihara signals Mitsubishi’s commitment to innovation and growth in the Australian market, as it navigates evolving consumer preferences and competitive pressures.
The change in leadership, combined with the company’s product pipeline, suggests a proactive approach to securing long-term market share.
