Mitsubishi Refuses to Join Price War: Not Good for Consumers

KatadataOTO – There are more and more Chinese car brands in Indonesia. Some of them use a pricing strategy that is considered attractive and often draws attention.

Despite the trend, Japanese manufacturers like Mitsubishi say they are not interested in participating in a ‘price war’ or a similar strategy, which involves setting lower prices compared to models in the same segment.

“Many Chinese manufacturers set new prices like that. Sometimes, this is not good for consumers,” said Takao Kato, President and CEO of MMC (Mitsubishi Motors Corporation) in South Jakarta, Thursday (17/07).

According to him, such a price war strategy will have a direct negative impact on consumers. Especially when they have already purchased a certain model, and the price drops the following year.

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Not to mention the resale value of the car, as its price is continuously slashed.

In fact, resale value is an important factor and often a consideration for Indonesian consumers before purchasing a four-wheeled vehicle.

For that reason, Mitsubishi ensures their newest model, the Destinator, will be offered at a price that is suitable for consumers.

“We want to provide a fair yet competitive price. That is our pricing strategy,” Kato affirmed.

For your information, the Mitsubishi Destinator is an SUV (Sport Utility Vehicle) that features a 1,500 cc turbocharged engine.

The powertrain is a development of the older version used by the Eclipse and Outlander. Thus, it is claimed to be more fuel-efficient.

The price of the Mitsubishi Destinator will be announced at the GIIAS (Gaikindo Indonesia International Auto Show) 2025 automotive exhibition towards the end of July.

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However, according to several sales representatives, the price of the Mitsubishi Destinator will be in the range of Rp 400 million to Rp 500 million, depending on the variant.

There are several variants available. The highest-end type is likely to be offered at around Rp 500 million and has a special feature: a Yamaha audio system like the one used in the XForce.

If consumers are interested, they can already place an order. Sales will be officially opened by Mitsubishi on the upcoming July 23.