Mitsubishi’s ageing ASX small SUV is selling well for a 13-year old car, putting up a strong fight against the much newer Mazda CX-30, Kia Seltos and Hyundai Kona.
Having first launched in Australia in mid-2010, the now-teenage ASX has still amassed 3310 new customers in the first four months of the year, placing it fifth in the small SUV class.
Leading the segment is the sharply-priced MG ZS (7321), followed by the Mazda CX-30 (3770), GWM Haval Jolion (3382) and Kia Seltos (3135) – the latter just 25 units ahead of the ASX.
However, the ASX is in front of fresher players to the space like the Honda HR-V (711), Nissan Qashqai (2224), Suzuki S-Cross (133), VW T-Roc (2410) and even the Toyota Corolla Cross (1881).
One possible reason why local buyers continue to flock to the ASX is because of its lower price point, which starts at just $23,990, before on-road costs for the manual GS, rising to the $26,240 for the automatic transmission version.
Compare that to the Mazda CX-30 (from $30,210 for the manual and $31,210 for the automatic) and auto-only Seltos, Qashqai and Corolla Cross (from $33,890, $29,500 and $33,000, respectively) and it’s not hard to see the appeal of the ASX to cash-strapped buyers.
Notably, the top-selling MG ZS is also one of the most affordable small SUVs in Australia, starting from $23,990 drive-away with an automatic transmission, while the strong-selling GWM Haval Jolion also caters to lower budgets (from $28,490).
However, a variant breakdown of ASX sales actually reveals the majority of buyers are lured into mid-grade variants like the $27,490 ES (24.8% of sales), $29,240 MR (19.0%) and $29,990 LS (31.5%).
The 2023 ASX line-up stretches all the way to $34,740 before on-road costs for the Exceed, meaning buyers after more than the basics are also catered for in the line-up.
Regardless, it’s this mix of affordability, practicality and a rich equipment list that has buyers interested in the ASX, according to a Mitsubishi spokesperson.
“For the 23MY the ASX continued to evolve its value proposition,” they said.
“The new GS grade has entered the market and has become the new entry-point to our entire brand, while the popular ES grade features key specification and safety enhancements, such as automatic high beam, dusk sensing headlamps, rain-sensing wipers and reverse sensors.
“MR and LS also gained specification updates to keep them fresh, including a new six-speaker audio system.”
Of note, in January this year, the ASX also lost its five-star ANCAP safety rating after its score from 2014 expired.
All new ASX models come standard with autonomous emergency braking (AEB) and a reversing camera, while stepping up to higher grades will net buyers extra features like automatic high beams, rear parking sensors, blind spot monitoring and rear cross-traffic alert – features that have been available since 2019.
“The ASX continues to endure in the market for the same reasons it always has,” the Mitsubishi Australia spokesperson said.
“According to customer feedback, its design remains fresh, it has ample interior space for its size and its value proposition is as strong as it ever was, both in terms of purchase price and aftersales support with our 10/10 warranty and servicing package.”
Keyword: 2023 Mitsubishi ASX continues to sell well against Mazda CX-30, Kia Seltos and Hyundai Kona despite age