Mutsuhiro Oshikiri - Mitsubishi Australia CEO - headshotWhile we appreciate candor among executives, it is generally unwise for the CEO of any company to slight their own brand – even if they really dislike their product. Mutsuhiro Oshikiri may not have gotten the memo.

According to a report in the Sydney Morning Herald, the new CEO of Mitsubishi Australia isn't mincing words, saying "the product is too old...the prices are too high." Oshikiri took over the Australian branch of the Japanese automaker just ten weeks ago, and says the brand needs to be updating its product portfolio more quickly.

"I don't know why people buy a Mitsubishi...What is the benefit?...I have to find out."

The comments are more introspective to the brand than outright defamation, but that doesn't mean that Oshikiri's comments aren't making waves.

Struggling Mitsubishi is set to roll out three new models in the Australian market shortly, including a new Outlander and a revival of its low-cost Mirage subcompact (above). The next question Oshikiri may be asking is, "Will it be enough to make the brand relevant?" Only time will tell.

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