Mitsubishi Motors South Africa is back and looking to cement its place in the South African automotive timeline, using the launch of the all-new Destinator to outline its strategic direction, placing renewed focus on brand visibility and sustainable growth in a crowded local market.
Bruce Mukhola, managing director of Mitsubishi Motors SA says the brand intends to move beyond being seen as a familiar but often overlooked presence on local roads.
“The aim,” he says, “is to make Mitsubishi top of mind among consumers. We want to let everybody know the brand is still alive, it is not going anywhere and we are evolving.”
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The strategy rests on three pillars: strengthening brand relevance, improving dealer network access and pursuing sustainable growth rather than chasing market share for its own sake. The company acknowledged South Africa’s automotive market is unusual, with a steady stream of new entrants and frequent model launches, but said its focus remains on serving a niche customer base that values durability.
The Destinator has been developed with emerging markets like South Africa in mind, with an emphasis on value for money and everyday practicality.
“The Mitsubishi Destinator was specifically designed for emerging markets, including South Africa, with a strong focus on quality and value for money and we are excited to bring this new model to market,” says Lerato Nonyane, general manager for product and marketing at MMSA.
Nonyane added the vehicle blends SUV capability with MPV practicality in a way that makes it a solid option for local motorists looking for a single vehicle that can handle school runs, shopping trips and weekend getaways.
The exterior design takes cues from Mitsubishi’s familiar styling language, with a fresh take on the brand’s Dynamic Shield face. Up front, a transparent grille with a smoked finish and metallic backing sets the tone, while T-shaped LED headlights combine daytime running lights, position lamps and indicators in one unit.
Strong fender cuts and 18-inch alloy wheels give the Destinator a muscular stance. At the back, slim LED taillights wrap around the D-pillar and flow into a large tailgate.
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Inside, the Destinator seats seven across three rows. The second-row splits 40:20:40, and the third-row splits 50:50, allowing for different passenger and cargo combinations. There are also 25 storage spaces scattered around the cabin.
Higher-spec Exceed models get a 12,3-inch touchscreen Smartphone-link Display Audio system paired with an eight-inch digital driver display. The audio setup on these models comes from Yamaha, branded as Dynamic Sound Yamaha Premium.
Other comfort items on the Exceed include a panoramic sunroof, dual-zone automatic air-conditioning, a wireless charging tray, side pockets for the driver and front passenger, seatback tables and 65-colour ambient lighting in five locations. A hands-free power tailgate with memory height and anti-pinch protection is also part of the package.
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Power comes from a 1,5-litre MIVEC turbo-charged four-cylinder petrol engine, producing 120 kW at 5 000 r/min and 250 Nm from 2 500 r/min to 4 000 r/min. Drive goes to the front wheels through a continuously variable transmission (CVT).
Mitsubishi says the Destinator uses 7,2 l/100km and, with a 45-litre fuel tank, the range should be adequate for longer trips.
Exceed derivatives get five driving modes – Normal, Wet, Gravel, Mud and Tarmac – which adjust power delivery for different surfaces.
Ground clearance is 214 mm, with approach, break-over and departure angles of 21,0 degrees, 20,8 degrees and 25,5 degrees, respectively. The suspension uses MacPherson struts at the front and a torsion beam at the rear.
Mitsubishi has also included Active Yaw Control, a system borrowed from the Lancer Evolution, to help with handling on various surfaces.
Safety features include six crash bags, a full suite of driver assistance systems, and ADAS technology. The Destinator scored a five-star rating in the 2025 ASEAN NCAP tests.
GLS models come with an eight-inch touchscreen, rearview camera, parking sensors, electric parking brake with auto hold, steering wheel controls, USB ports, air-con vents in all three rows, a six-speaker sound system and fabric seats.
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Exceed models add a Multi Around View Monitor, Blind Spot Warning, Rear Cross Traffic Alert, tyre pressure monitoring, panoramic sunroof, roof rails, power folding mirrors, a leather-wrapped steering wheel and shifter, drive mode selector, power-adjustable driver’s seat, wireless charger, keyless entry, power tailgate and cruise control.
Mukhola noted that access and service excellence through its dealer network remain key priorities, with an emphasis on ensuring that the network is both geographically accessible and profitable.
As part of its brand resurgence, Mitsubishi will launch the new Triton bakkie later this year with Pajero set to make its mark early next year.
Colin Windell for Colin-on-Cars in association with
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