2023.05.18
New Delica Mini’s priceless value winning hearts in the younger generation
There’s been a lot of buzz about the new Delica Mini super height-wagon kei car, the new entry model in the hugely popular Delica minivan series. With the car not even scheduled to go on sale until May, orders for around 4,000 vehicles flooded in over a two-week period following the unveiling at the Tokyo Auto Salon 2023 in January.
Kosuke Fujii, a project member in charge of product planning, recalled the negotiations he had with engineers about the design concept. “I requested that the product have an easily recognizable appearance that would clearly mark it as a Delica, and would be emotionally appealing to women and younger drivers, who are a major customer base for kei cars. My request posed a huge challenge in terms of design efforts for addressing strict dimensional constraints.”
The Delica Mini is equipped with upgrades for on-road performance, such as larger tires and specially tuned suspension, while retaining a suite of quality in-vehicle features specific to the sought-after super height-wagon kei car series, including a high eye level, wide viewing angle, broad movement range of the sliding door and sliding rear seat bench, and roomy interior storage.
“We performed drive tests using the cross-country course built within the premises of our Okazaki Plant,” explained Fujii. “Tests were conducted numerous times to determine the best tire size and suspension conditions for a quality ride within the framework of the super height-wagon kei car, with the aim of achieving a perfect balance between these factors, which was a major technical challenge.”
The uncompromising development efforts resulted in a rugged yet still adorable kei car. In addition to city driving, the Delica Mini is particularly well suited for camping, skiing, and other outdoor activities, with demonstrated good performance on rough roads. A great choice for drivers seeking to expand their range of activities.
Stylish “outdoor accessory” to be seen in downtown or anywhere else
The Delica launched its first-generation model in 1968 and has enjoyed long-standing popularity for more than 50 years since then by rolling out an array of pioneering products. In 1982, the series released Japan’s first-ever 4WD one-box wagon, which together with the Pajero sparked a boom in demand for outdoor leisure. In 2007, the fifth-generation Delica D:5 marked the debut of the innovative one-box minivan, which was achieved by adopting the platform and electronically-controlled 4WD system of the Outlander, a highly regarded crossover SUV, and employing a robust and secure circular framework structure.
The Delica Mini is effectively targeted at families, young people, and women, who previously avoided the Delica because it was “too big.” In comparison, the latest car was designed according to the concept of offering a stylish yet casual “outdoor accessory” for downtown cruising; hence the chic design and color. Although priced slightly higher than the base model eK space, it is favored by a generation that values quality over cost-effectiveness.
“In the past, we focused primarily on pursuing a lower price and higher fuel economy,” explained Fujii, who proudly described the value offered by the Delica Mini as an embodiment of the company’s unique market power. “Recently, our focus has shifted to delivering value unique to Mitsubishi Motors as a strategy for enhancing our presence. Our unique value is derived from our distinctive strengths, specifically related to high technology and solid manufacturing capabilities built up chiefly through our participation in the World Rally Championship (WRC) and the Dakar Rally, as well as eco-friendliness, safety technology, peace of mind, and comfort. The related policies are being implemented under the Mid-Term Business Plan, and have begun to produce results, starting with the all-new Outlander PHEV model released in December 2021. That vehicle is posting brisk sales, including to those switching from rival brands.”
“What the Delica Mini has to offer,” he went on, “is related to quality time spent with your family and other important people in your life and the everyday enjoyment of or expectation for thrilling experiences. By switching to the new Delica Mini, drivers of conventional kei cars can expand their range of activities. I hope the vehicle will help encourage people to seek more opportunities to have a good time.”
INTERVIEWEE
KOSUKE FUJII
Chief Product Specialist (Domestic Vehicle), Product Strategy Division
MITSUBISHI MOTORS CORPORATION
1-21, Shibaura 3-chome, Minato-ku, Tokyo
Established in 1970. Major products include the Outlander, Eclipse Cross, and Delica D:5. In 2009, the company launched the i-MiEV, the world’s first mass-produced electric vehicle. It is committed to its vision of pursuing the possibilities of mobility with the aim of creating a vibrant society.