Mitsubishi defends significantly higher Pajero pricing

Mitsubishi Motors Australia (MMAL) has defended the substantially higher pricing of its fifth-generation Pajero, which has been priced from $68,490 before on-road costs ahead of its local arrival in December.

The Japanese brand’s new flagship SUV is being positioned above both the fourth-generation Pajero, the GLX Final Edition of which was priced at $54,990 before on-road costs before it was discontinued in 2021, and the Pajero Sport that was discontinued in 2025 but remains available from $51,540 plus ORCs.

It will also be pricier than the ute-based, Thai-made Isuzu MU-X (from $49,900 plus ORCs) and top-selling Ford Everest (from $58,990 plus ORCs), and the new 3.0-litre diesel-powered GWM Tank 500 ($65,990 drive-away) from China, but undercuts the Japanese-built Toyota Prado ($73,200 plus ORCs).

MMAL CEO Shunichi Kihara wouldn't reveal sales forecasts for the new Pajero, nor where it’s expected to sit in Australia’s large SUV sales segment alongside the top-selling Everest and Prado, and the third-placed MU-X, saying only that it would be “competitive”.

“We recognise that in this segment there are important players, and we respect each of them and their strengths,” he said.

“We recognise that we need to compete in that very competitive segment. But as you can appreciate, we think Pajero has a unique strength in that segment.

“Of course the price range is very much different to Pajero Sport, because those two products are totally different products.

“And then when we look at the new Pajero, we believe that the product is competitive in that segment, and our price is also competitive in the segment, so we believe we can have strong sales.”

Australia will be the second market to receive the new Pajero after Thailand, where it’s now being produced alongside the Triton on which it’s based, ahead of Japan and about 100 other markets from the 2027 Japanese fiscal year.

Before pricing was announced last Thursday (September 3), MMAL had received 3645 expressions of interest for the new Pajero, which was revealed in Tokyo the day prior.

It’s unclear how many actual orders have been placed since then and MMAL hasn't ruled out price cuts in future, perhaps in the form of a more affordable GLX variant, for which the company has received Australian Design Rule compliance approval.

While base pricing for the all-new large off-road SUV starts at $68,490 for the entry-level Pajero GLS five-seater, the seven-seat version is priced at $69,990 plus ORCs, and both the mid-range Exceed ($79,990 plus ORCs) and sportier GSR flagship ($84,990 plus ORCs) are available exclusively with seven seats.

All models including the entry-level GLS come generously specified, so it’s possible a new GLX price-leader could delete standard range-wide equipment such as a heated steering wheel with paddle shifters, power tailgate, wireless phone charger, electric front seat lumbar adjustment, etc.

As it stands, however, a circa-$70,000 starting price and a closing price of almost $85k, or about $90,000 drive-away, means the new Pajero will be the second-most expensive Mitsubishi ever sold in Australia after the 3000GT, which reached a height of $119,170 plus ORCs back in 1995.

It’s worth noting that, adjusted for inflation, the 3000GT price would be much higher today, and that pricing for the 2021 Pajero would be much closer to that of the new model.

Asked whether it will be a big ask for customers to pay up to $90,000 for an SUV from Mitsubishi – an auto brand that has a reputation for value – Kihara-san was steadfast.

“I understand that Mitsubishi's image in the past was like that, but I think when we launched the new model there was a price gap from the previous generation, but we were able to attract new customers,” he said.

“So I think we can do the same with this new Pajero with the product competitiveness and the price position.

MORE: Explore the Mitsubishi Pajero showroom