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EVO X: Price speculation
With all the debate on these pages about whether the car looks good, what it will perform like, how it will take to tuning etc, before it's even been released, I thought I'd post the question about something arguably more important - price.
There’s a rumour at http://www.caradvice.com.au/2169/200...g-speculation/ that in Australia the car will be selling for $20k more. Given that the Evo 9 currently sells for $57k plus on-roads, that takes the Evo X to almost AU$80,000 (about US$66000 on today’s exchange rates). Personally, I can’t see it happening. Here’s why;
Market segment. The Evo is positioned in a particular market segment for a particular audience. Things like what other competition is out there is obviously something that’s factored in, how they market the vehicle and to whom, how many they want to sell a year and how much it costs Mitsubishi to make are others.
I can’t see Mitsubishi moving out of it’s current segment. It’s still “just a lancer” at the end of the day. If you’re talking about those sorts of dollars you start to mingle with other cars and start looking at a different buyer demographic – the ones who would be buying Audi or Lexus or BMW. Hardly the sorts who would consider a lancer. In Australia the RX8, Evo, STi and 350Z are all roughly the same price (yes, we get ripped off). There’s probably others that should be on the list but even so I can’t see how one of those cars will suddenly take a massive price hike and go looking for competition elsewhere.
It’s an all-new vehicle – they can justify the increase.
Well, not really. Most models have major overhauls every 5 years or so, as a guess. The lancer is no different. Those model overhauls don’t come with massive price overhauls as well. If they did, you’d effectively have to launch a totally new vehicle to justify taking the vehicle into a new price segment. This hasn’t happened with the base model lancer and I don’t see it happening with the X.
The new Ralliart lancer is also coming out and they need to price that around the WRX. I can’t see there being a massive difference between the Ralliart and the Evo. Currently we pay about 50% more for the Evo than a WRX. I can’t see this doubling to 100% difference.
Maybe these thoughts are an attempt to convince myself that they will price the X at similar levels as I’ve already convinced myself I’ll be buying one. Except if it’s $80k…
Thoughts?
There’s a rumour at http://www.caradvice.com.au/2169/200...g-speculation/ that in Australia the car will be selling for $20k more. Given that the Evo 9 currently sells for $57k plus on-roads, that takes the Evo X to almost AU$80,000 (about US$66000 on today’s exchange rates). Personally, I can’t see it happening. Here’s why;
Market segment. The Evo is positioned in a particular market segment for a particular audience. Things like what other competition is out there is obviously something that’s factored in, how they market the vehicle and to whom, how many they want to sell a year and how much it costs Mitsubishi to make are others.
I can’t see Mitsubishi moving out of it’s current segment. It’s still “just a lancer” at the end of the day. If you’re talking about those sorts of dollars you start to mingle with other cars and start looking at a different buyer demographic – the ones who would be buying Audi or Lexus or BMW. Hardly the sorts who would consider a lancer. In Australia the RX8, Evo, STi and 350Z are all roughly the same price (yes, we get ripped off). There’s probably others that should be on the list but even so I can’t see how one of those cars will suddenly take a massive price hike and go looking for competition elsewhere.
It’s an all-new vehicle – they can justify the increase.
Well, not really. Most models have major overhauls every 5 years or so, as a guess. The lancer is no different. Those model overhauls don’t come with massive price overhauls as well. If they did, you’d effectively have to launch a totally new vehicle to justify taking the vehicle into a new price segment. This hasn’t happened with the base model lancer and I don’t see it happening with the X.
The new Ralliart lancer is also coming out and they need to price that around the WRX. I can’t see there being a massive difference between the Ralliart and the Evo. Currently we pay about 50% more for the Evo than a WRX. I can’t see this doubling to 100% difference.
Maybe these thoughts are an attempt to convince myself that they will price the X at similar levels as I’ve already convinced myself I’ll be buying one. Except if it’s $80k…
Thoughts?
Reverse math from the price puts it at $46K in the US which is a $9K hike over the IX provided we are talking final sticker price. Would it sell in the US for that price? You bet, just not nearly as well or to the same people. I am not your normal Evo buyer in that I usually drive far more expensive cars and considered the Audi RS4 seriously when I bought the Evo over it (money was not part of the buying decision) and I am guessing that there are plenty of Evo owners like me that would buy it at nearly $50K provided it had a better level of trim and more toys. Then I suppse the real issue would be the level of dealership service provided at that price being unaccpetable for a near $50K car as it is already unaccectable for a near $40K car! I would be happy to pay around $60K for a US version of the FQ400 but that is certainly not going to happen. And yes, you can build one for that but it isn't under factory warranty, etc.
It will be really interesting to see where pricing and production volume goes.
It will be really interesting to see where pricing and production volume goes.
Mitsubishi auto is not a lux brand, and in its current financial situation it would be suicide to price its halo car outside the grasp of its target audience like in the old days of Supra and VR4.
Based on the current 08 Lancer at 19-25K, the Ralliart will be 26-28K and the Evo X 32-38K.
There is no way in hell the Evo X will be priced more than 40K MSRP for the top of the line trim. Period. End.
Based on the current 08 Lancer at 19-25K, the Ralliart will be 26-28K and the Evo X 32-38K.
There is no way in hell the Evo X will be priced more than 40K MSRP for the top of the line trim. Period. End.
And I believe a friend of mine actually looked at a Lancer GTS that was under 25k, I want to say 22-23k (don't quote me), and that's not the rumored turbocharged Ralliart which you'd expect to be more. I don't think the new X will be more than 40k and that's with navi, paddles, etc.



