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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    • 1 Second Ago
      • 3 Years Ago
      The truth hurts, but maybe it'll force the company to address these two-decade-old concerns.
      • 3 Years Ago
      I still have a TV made by Mitsubishi and it still works.
        • 3 Years Ago
        The TV division is run by Mitsubishi Electric. They are pretty much a different company, and was more closely tied to Mitsubishi Bank than was Mitsubishi Automotive (forgot the name of the auto company). Mitsubishi Electric is based in California. If you were to drive by their office, notice the company bought Toyota Camry's in the staff/VIP parking. Not even Mitsubishi buys from Mitsubishi.
      • 3 Years Ago
      I suspect he has said the same behind closed doors but wasn't taken seriously. Mitsubishi is getting worse and worse so I guess he figures the companies days are numbered, and he'll be out of a job anyway.
      • 3 Years Ago
      Hope he does not lose his job over telling the truth. It is great to hear a CEO speaking his/her mind and wanting better things for their company. ..
      • 3 Years Ago
      There are only 2 relevent Mitsubishis nowadays, that make any waves whatsoever in the automotive community. For the future friendly, eco minded people, there is the i-MiEV little electric (or gas) buggy car that is pretty space efficient and cool. Maybe the Mirage above would get the budget minded folk if priced dirt cheap, but it doesnt count yet. And of course, the Mitsubishi Evo that has a small but very vocal (ahem, Acid) fan community and in general gets respected as a performance/enthusiast car, the only remotely good to drive car in Mitsubishi's stable anywhere in the world. Everything else may not exactly be terrible, but has stopped the bother of trying to compete for excellence in their fields. Shape up or ship out, Mitsubishi, even one of your CEOs has had enough of you.
      • 3 Years Ago
      Every company should be fighting for this guy. This type of honesty and spreaking up is priceless. Just what most need.
      • 3 Years Ago
      Hopefully, if he isn't relieved of his position for speaking the truth, he'll get the company back on track because its been wandering around aimlessly for far too long.
      • 3 Years Ago
      Well, at least he is being The Big wigs at Mitsubishi should take note and listen. Mitsubishi should focus on their their strengths as being a affordable working man's Japanese car for the people. (that can be fun) Here's a idea, but I'll doubt it will happen, Mitsubishi and Suzuki should merge together. Both of them are hurting in the car market and I think they could both benefit from each other.
        Matt S
        • 3 Years Ago
        Mitsu and Suzuki! Together, they can make the most sub-par car in history!
      • 3 Years Ago
      That picture must've been taken the second he found out he was the new CEO of Mitsubishi.
      Bret Frohwein
      • 3 Years Ago
      Sergio Marchionne has made similar comments about some models of various brands he oversees. I don't see it as anything more than an acknowledgement that their current lineup needs to be replaced.
      • 3 Years Ago
      They should promote this guy to be blunt. He understands what is wrong and what needs to be done. Hell I question why anyone buys the brand when its not a Lancer Evo. Heck ask anyone what cars they make and all you you hear is the Lancer and Eclipse (which they no longer make). They need to re-engergize their brand image. Go full hybrid on all models minus the Evo (of course) toute superior MPG just something 'cause right now all they have is mainstay loyalists and people who want the fast Evo that is it.
      • 3 Years Ago
      I don't know why people buy a Toyota...
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