What Does Mitsubishi’s Unveiling of its 7-Seater SUV Concept Tell Us?

The XFC Concept, an intriguing SUV concept car, made its debut at the VMS 2022 exhibition in Ho Chi Minh City in October 2022, captivating audiences with its unique design that set it apart from Mitsubishi’s existing models.

Following its initial unveiling, the XFC Concept evolved into the Mitsubishi Xforce, which was officially launched in January 2024 and went on to become one of the brand’s best-selling models in Vietnam just two months later.

Building on the success of the XFC Concept/Xforce, Mitsubishi unveiled the DST Concept, a C-segment SUV designed to replace the Outlander in the Vietnamese and Southeast Asian markets. This new concept car hinted at an exciting future for Mitsubishi’s SUV lineup in the region.

How Close Will the Production Model Stay True to the Concept?

With the reveal of the DST Concept, there was optimism that the production model would closely resemble this exciting concept. This belief was grounded in Mitsubishi’s previous approach with the XFC Concept, where most of its design cues were faithfully carried over to the Mitsubishi Xforce.

One notable difference, however, might be the digital side mirrors seen on the concept, as such technology has not yet been legalized for Vietnamese roads. Nonetheless, the expectation was that the production model would largely retain the concept’s striking design and features.

The DST Concept showcased Mitsubishi’s iconic Dynamic Shield design language, giving it a bold and robust presence. Compared to the outdated Outlander, the DST Concept appeared more stylish and contemporary. The front grille featured a three-dimensional honeycomb pattern, while the LED headlights and taillights formed a distinctive T-shape, similar to the Xforce, leading some to believe that the DST Concept could be a stretched version offering three rows of seats and accommodating seven passengers.

The captivating DST Concept. Photo: Dan Thanh

One of the exterior highlights of the DST Concept was the stepped pattern on the C-pillar, which created a striking visual effect. Additionally, the panoramic sunroof that extended from the windshield to the rear of the roof added a touch of elegance, although this feature might be omitted in the production model to maintain a competitive price point.

The interior of the DST Concept was expected to be largely carried over to the production model, featuring a dual-screen setup, a flat-bottom steering wheel, an electronic gearshift, and a drive mode selector dial—all familiar features in modern Vietnamese automobiles. However, the digital side-view mirror displays on the concept were likely to be replaced with traditional mirrors, as seen with the transition from the XFC Concept to the Xforce.

The futuristic interior of the DST Concept. Photo: Dan Thanh

While the engine specifications remained unconfirmed, there was speculation that the DST Concept might inherit the Outlander’s 2.0L gasoline engine, delivering 145 horsepower and 196 Nm of torque. However, there was also a possibility that Mitsubishi could opt for a more powerful turbocharged 1.5L engine or even offer a hybrid variant with all-wheel drive to enhance the model’s appeal, although such a variant would likely be a low-volume offering.

The pricing strategy for the upcoming C-segment SUV remained a mystery. Mitsubishi could choose to position it competitively, offering lower-priced variants with reduced features to match the price range of its rivals, as they did with the Xforce. This approach would be crucial in attracting customers in the highly competitive Vietnamese market.

Mitsubishi’s Strategic Move in the SUV Market

Prior to the introduction of the Xforce, the Mitsubishi Xpander had been the brand’s mainstay in the Vietnamese market, accounting for a significant portion of their total sales. In 2022, the Xpander sold 17,757 units, representing over 53% of Mitsubishi’s total sales of 33,364 passenger cars in Vietnam.

The following year, in 2023, the Xpander solidified its position as Vietnam’s best-selling car, with sales of 19,740 units. This achievement contributed to nearly 64% of Mitsubishi’s total passenger car sales in Vietnam for that year, outperforming competitors like the Hyundai Accent, Mazda CX-5, and Ford Ranger.

The launch of the Xforce in March 2024 provided a much-needed boost, with combined sales of the Xpander and Xforce accounting for over 82% of Mitsubishi’s passenger car sales in Vietnam for that year. This success propelled Mitsubishi ahead of Kia in the rankings of top-selling car brands, placing them behind only VinFast, Toyota, and Hyundai.

Given the success of the Xforce, it was anticipated that Mitsubishi would expedite the development and launch of the DST Concept’s production model, aiming to replicate this triumph and further refresh their SUV lineup. While the XFC Concept took nearly a year and a half to transition from concept to production, it was expected that the DST Concept’s journey would be considerably faster.

According to industry sources, the production model based on the DST Concept could be launched in Vietnam as early as the end of 2025. While this timeframe might seem ambitious, it demonstrated Mitsubishi’s commitment to bringing exciting new models to market quickly.

The Mitsubishi Xforce has been a successful model for the brand in Vietnam and Southeast Asia. Photo: Phúc Hậu

Mitsubishi’s focus on the Southeast Asian market was underscored by a report from Nikkei Asia, which revealed that the region accounted for a significant proportion of the brand’s global sales. In the 2024 fiscal year, Mitsubishi anticipated selling approximately 249,000 vehicles in Southeast Asia out of a global total of 848,000 units.

With the DST Concept, Mitsubishi aimed to replicate the success of the XFC Concept/Xforce and strengthen its position in the highly competitive SUV market. The pricing strategy would play a pivotal role, and Mitsubishi might once again opt for a value-oriented approach, offering a competitively priced base model with the option of higher-spec variants to cater to a wider range of customers.

The DST Concept has the potential to outperform the Mitsubishi Outlander in the C-segment SUV market. Photo: Dan Thanh

While the DST Concept showed promise, its success would not come without challenges. The C-segment SUV market in Vietnam was intensely competitive, with rivals offering attractive designs, powerful engines, and an array of convenience and safety features. To stay competitive, Mitsubishi might consider equipping the DST Concept with a turbocharged 1.5L engine instead of the aging 2.0L unit used in the Outlander. Additionally, a high-spec variant with hybrid technology and all-wheel drive could be a strategic move to generate positive buzz, even if it were a low-volume offering.

Overall, the DST Concept was expected to be another successful model for Mitsubishi, although its sales performance might not reach the heights of the Xpander and Xforce due to its positioning in a more competitive segment. Nonetheless, it would confidently challenge its rivals in the C-segment SUV market, something the Outlander struggled to achieve. Climbing to the top of this segment, however, would be a formidable task.

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