Unpacking the Triton's market dynamics

Mitsubishi's bakkie business is small in South Africa. On an average month, the Japanese brand rarely delivers more than 70 Tritons to new local owners.
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Those volumes are a great deal less than is the case in Australia, by far the global bakkie market which is most similar to South Africa. Vast distances, testing gravel road conditions and extremely warm temperatures, force Australian and South African bakkie buyers to face the same ownership challenges. Yet there is a significant difference in the buying pattern when it comes to the Triton.
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'An enormous difference'
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Whereas Mitsubishi Cape Town does only a fraction of other volumes in South Africa, it often sells nearly to 90% of other core bakkie volumes in Australia. That is an enormous difference.
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In Australia, Mitsubishi's Triton is the third most popular bakkie, and the difference between it and other bakkies is marginal. Triton regularly sells about 3000 units a month in Australia.
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How is it possible that Triton could be so popular in Australia, yet continues to be largely ignored by local buyers?
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The South African engine size obsession
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The Mitsubishi Triton has a 2.4-litre turbodiesel engine which boasts 133kW and 430Nm. Those numbers compare very favourably with a current Toyota Hilux 2.8 GD's 130kW and 420Nm.
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Triton also has a superior all-wheel-drive system, with its ability to run in high-range with a locked centre differential. If it makes more power, has better torque and a more capable all-wheel-drive system, why does Triton remain ignored in the shadow of Hilux?
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The only possible explanation can be engine capacity bias. South Africans appear to have a prejudice regarding capacity. The Triton's 2.4-litre is less regarded than Hilux's 2.8-litre engine, despite the power and torque graphs indicating otherwise.
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It comes down to this. Go to a Mitsubishi dealership like Group 1 Mitsubishi near you and hop in a Triton - experience the sheer glory and decide for yourself. Cape Town Mitsubishi owners will tell you it’s a ride!
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Article source: https://www.wheels24.co.za/News/SA_vehicle_sales/slow-seller-in-sa-but-a-success-down-under-unpacking-the-tritons-market-dynamics-against-hilux-20200624-3?_sp=5cf6a600-f6d8-4298-8766-da2e14a4849c.1593177495657