Morley Mitsubishi

What Morley Mitsubishi does

Morley Mitsubishi is an authorised Mitsubishi Motors franchise dealership operating from a single showroom at 212 Walter Road in Morley, a suburb of Perth, Western Australia. The business is privately held, employs approximately 9 staff, and operates as a franchisee of Mitsubishi Motors Australia. Its core activity is the retail sale of new Mitsubishi vehicles, including the ASX compact SUV, Outlander and Outlander PHEV medium SUVs, Eclipse Cross PHEV, Pajero Sport, the Triton ute range, and the upcoming All-New Pajero (arrival 2026), complemented by demo and used vehicle inventory drawn from multiple brands (285+ vehicles in stock).

The dealership monetises across six revenue streams: new vehicle sales, used and demo vehicle sales, workshop servicing by factory-trained technicians using genuine Mitsubishi parts, genuine parts and accessories sales, finance and insurance brokerage (corporate lending, novated leases, consumer lending, extended warranties), and the MiDiamond Fleet Leasing operating-lease product administered with FleetPartners for ABN-registered small businesses. Drive-away pricing spans from $34,990 (ASX LS) to $63,690 (Triton GSR), with the customer base split between individual retail buyers and small-to-medium business fleet customers in the Perth metropolitan area.

The business model is fundamentally a traditional franchised dealer with a multi-channel go-to-market: walk-in showroom sales, online quoting and test-drive booking, dedicated fleet sales, and aftersales service. Customer retention is anchored by Mitsubishi's Diamond Advantage program (10-year/200,000km warranty, 10 years/150,000km capped price servicing, 10 years roadside assistance) which incentivises ongoing servicing at the dealer. Marketing leverages the dealership website, email newsletters, and Mitsubishi's national NBL and NBL1 Australia sports sponsorships. All underlying vehicle technology (MiTEC safety suite, S-AWC drivetrain, PHEV powertrain, bi-directional charging) is Mitsubishi OEM IP rather than dealer-developed.

Name

Morley Mitsubishi

Legal name

Morley Mitsubishi

Website

https://morleymitsubishi.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Morley Mitsubishi is a privately held Mitsubishi franchise dealership in Morley, Perth, Western Australia, employing 9 staff and selling new, demo, and used vehicles, plus servicing, parts, finance, and fleet leasing to retail and SMB customers across the Perth metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Morley

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. New Vehicle Sales: Sale of new Mitsubishi vehicles including passenger vehicles (ASX, Outlander, Eclipse Cross) and commercial vehicles (Triton, Pajero Sport). Revenue generated from vehicle transactions with drive-away pricing.
2. Used and Demo Vehicle Sales: Sale of pre-owned vehicles and demonstrator models. Stock includes Mitsubishi vehicles as well as traded-in vehicles from other brands.
3. Vehicle Servicing and Maintenance: Workshop services for vehicle maintenance and repairs using genuine Mitsubishi parts, performed by factory-trained technicians.
4. Genuine Parts Sales: Sale of Mitsubishi Genuine Parts, Accessories, Lubricants and Chemicals for vehicle maintenance and customization.
5. Finance and Insurance: Arrangement of vehicle financing including corporate lending, novated leases, consumer lending, and offering of Mitsubishi Extended Warranties and Loan Payment Protection.
6. Fleet Leasing (MiDiamond): Operating lease solutions for ABN-registered small businesses with fully maintained vehicles including registration, servicing, maintenance, roadside assistance, and tyre replacement in monthly invoice.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Authorized Mitsubishi franchised dealership selling new Mitsubishi passenger SUVs, plug-in hybrid EVs and utes, plus demonstrator and used vehicles, alongside factory-trained servicing using genuine Mitsubishi parts, finance and insurance arrangement, genuine parts and accessories, roadside assistance, and the Diamond Advantage ownership program. Operates a modern showroom at 212 Walter Road, Morley (Perth) with service, parts, and fleet business.

Product overview

Morley Mitsubishi is a Mitsubishi automobile dealership offering a portfolio of new, demo, and used vehicles. The core product offering centers on Mitsubishi vehicles including SUVs (Pajero, Pajero Sport, Outlander, Outlander Plug-in Hybrid EV, Eclipse Cross Plug-in Hybrid EV, ASX) and utes (Triton, Triton Single Cab). The dealership also provides complementary services including finance solutions (corporate lending, novated leases, consumer lending), fleet services through MiDiamond Fleet Leasing, genuine Mitsubishi servicing, parts, and the Diamond Advantage program combining warranty, capped price servicing, and roadside assistance. The product ecosystem is designed to support the entire vehicle ownership lifecycle from purchase through ongoing maintenance.

Differentiator

Problem solved

Functional benefit

Products and services

• ASX Compact SUV for private buyers and small families featuring Google built-in infotainment, full advanced safety suite with MI-PILOT driver assistance, and Apple CarPlay/Android Auto; sold in LS, ASPIRE and EXCEED variants.
• Outlander Medium SUV for families and lifestyle buyers available in 5- and 7-seat configurations with advanced safety and entertainment technology; offered in ES, Black Edition and EXCEED trims.
• Outlander Plug-in Hybrid EV Medium SUV plug-in hybrid with twin electric motors plus 2.4L petrol engine, 84 km all-electric range, bi-directional V2H/V2G charging and MiTEC safety.
• Eclipse Cross Plug-in Hybrid EV Compact SUV plug-in hybrid delivering 54 km electric driving range plus hybrid petrol backup, AWD with S-AWC, and 1500W V2L power supply on ASPIRE and above.
• Triton Ute/Pick Up for work and lifestyle buyers with significantly enhanced towing capability, larger dimensions, 4x4 or 4x2 configurations, and 7 drive modes; sold in GLX-R, GLS and GSR variants.
• Triton Single Cab UTE Single cab ute with Cab Chassis configuration in 4x4 or 4x2 options designed for commercial and work vehicle applications.
• Pajero Sport Large 4WD SUV combining style, luxury and off-road capability for buyers wanting genuine four-wheel drive performance with urban comfort.
• New Mitsubishi Vehicles (Stock) Browseable inventory of new Mitsubishi SUVs, utes and plug-in hybrid EVs available for immediate purchase from the Morley showroom.
• Demo Mitsubishi Vehicles Low-kilometre demonstrator Mitsubishi vehicles available for purchase at promotional prices, supported by the Diamond Advantage program.
• Used Vehicles Pre-owned and traded vehicles from multiple brands (Mitsubishi, Ford, Mazda, Toyota, Nissan, Hyundai, Kia and others) offered at competitive prices from the Morley dealership.
• Genuine Service (Workshop Servicing) Scheduled maintenance and repair services performed by Mitsubishi factory-trained technicians using genuine parts and the latest equipment, including courtesy pickup and drop-off for customers.
• Genuine Parts and Accessories Mitsubishi Genuine Parts, Accessories, Lubricants and Chemicals designed for Mitsubishi vehicles, backed by a 12-month / 20,000 km nationwide warranty.
• Finance and Insurance Services Vehicle finance and insurance solutions arranged by the Business Manager including corporate lending, novated leases, consumer lending, Mitsubishi Extended Warranties, and Loan Payment Protection.
• Fleet Services Fleet sales and management service for SMBs, corporates, community organisations and government departments, providing vehicle suitability advice, competitive tender pricing, fleet finance and integrated service packages.
• MiDiamond Fleet Leasing Fully maintained operating lease for ABN-registered small businesses (2+ years operation, GST registered, $125k+ turnover) delivered via FleetPartners, bundling registration, CTP, services, maintenance, roadside assistance and tyres into one monthly invoice.
• Roadside Assistance 24/7 Australia-wide roadside assistance covering flat battery, fuel, tyres, keys, emergency towing and accident coordination; complimentary for the first 12 months and extendable up to 10 years with capped price servicing.
• Diamond Advantage Ownership Program Bundled ownership program combining 10-year / 200,000 km new car warranty, 10-year / 150,000 km capped price servicing and 10-year roadside assistance, plus an 8-year / 160,000 km PHEV drive battery warranty with capacity care.

Quantifiable outcome

• Up to 10 years / 200,000km New Car Warranty when all scheduled services completed at Mitsubishi dealership
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered major, core and minor.

• NBL1 AustraliamajorGTM or Marketing Partner · 1 January 2024Naming Rights Partner for NBL1 Australia (grassroots basketball competition). NBL1 is a semi-pro league with 76 clubs and 152 teams across Australia. Partnership supports basketball from grassroots to elite level, supporting clubs and communities.
• National Basketball League (NBL)majorGTM or Marketing PartnerMitsubishi Motors Major Partner and Official Vehicle Partner of the NBL (elite basketball league in Australia). Previously naming rights partner of Mitsubishi Challenge in the 1990s for a decade. Partnership includes NBL member reward programs with showroom displays at games.
• Melbourne UnitedcoreGTM or Marketing PartnerOfficial Vehicle Partner of Melbourne United NBL basketball club. Players and coaches travel in Mitsubishi Outlander vehicles. Partnership mirrors brand's goals and purpose as a basketball club.
• Total ToolsminorGTM or Marketing PartnerInsider Membership partnership offering Total Tools customers National Fleet pricing with Diamond Advantage across Mitsubishi range, plus $1,000 Total Tools gift voucher with any new Triton 4x4 purchase.
• FleetPartnerscoreStrategic or Co-development PartnerFully maintained operating leases provided by Fleet Partners Pty Limited ABN 63 006 706 832 for MiDiamond Fleet Leasing. FleetPartners provides lease administration, vehicle management, and backend processing for the small business fleet leasing program.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Others

• Bapcor Limited: Australia's largest automotive parts distributor and retailer. Comparable as an automotive aftermarket parts player; the dealer sources genuine parts from adjacent distribution channels and competes for parts/service wallet share.

Emerging players

• carsales.com: Australia's leading online automotive marketplace for new and used vehicles. Represents the structural shift toward online vehicle discovery and quoting that pressures traditional dealer lead generation and pricing power.
• Carma: Online used-car retailer offering direct purchasing with home delivery in Australia. Comparable to the dealer's used-vehicle offering but with a digital-first model that bypasses physical showrooms.

Broad incumbents

• Eagers Automotive: Australia's largest automotive retailer operating multiple brand franchises across new and used vehicles, service, parts, and fleet. Directly comparable as a franchised auto dealer; vastly larger and multi-brand, but faces the same structural industry dynamics.

Direct peers

• Melville Mitsubishi: Another Mitsubishi franchised dealer operating the same brand and product line under the same Diamond Advantage program. Most directly comparable on product mix, OEM dependency, and service offerings.
• Melbourne City Mitsubishi: Mitsubishi franchise dealer offering the same Outlander/Triton/PHEV lineup and Diamond Advantage aftersales program. Comparable business model and revenue mix, differing only in geography.

Regional players

• John Hughes Automotive Group: Large Perth-based dealer group operating multiple franchises across Western Australia. Closest geographic and operational peer, with similar showroom/service model and shared Perth catchment competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/morley-mitsubishi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morley Mitsubishi