A jump in price, less variety, and increased competition in the small SUV market will stymie popularity of the new-generation Mitsubishi ASX, the brand has conceded.

Mitsubishi Australia has conceded the new-generation ASX small SUV – a rebadged Renault Captur – will not be able to capture the same market share as its predecessor, which started $13,000 cheaper.

The original ASX – in production for Australia from 2010 to 2025 – could be had from as little as $24,490 before on-road costs, but the move to a more advanced, European-made vehicle has seen the entry point surge to $37,740.

Speaking to journalists at the ASX’s local launch, Mitsubishi Australia General Manager of Product Strategy Bruce Hampel would not be drawn on a projected sales figure, but acknowledged it would be lower tha

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