Mitsubishi sparks speculation with mystery box teaser ahead of GIIAS 2025

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Mitsubishi Motors has sparked widespread speculation among Indonesian auto enthusiasts with a cryptic new digital campaign - just weeks ahead of the GAIKINDO Indonesia International Auto Show (GIIAS) 2025.

On its official Instagram account, Mitsubishi Motors Krama Yudha Sales Indonesia (MMKSI) posted a teaser image featuring a sleek black box emblazoned with the phrase: "READY TO UNCOVER YOUR NEXT DESTINATION?"

The post, paired with the caption “Sesuatu yang spesial tersembunyi dalam mystery box Mitsubishi… Bisa tebak #TemanSejalan apa yang siap menemanimu ke destinasi impian?” (“Something special is hidden in Mitsubishi’s mystery box… Can you guess which #TravelCompanion is ready to take you to your dream destination?”), quickly set social media abuzz.

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Industry observers are betting this is a build-up to the long-awaited production version of the Mitsubishi DST Concept - a three-row SUV first unveiled at the Philippine Motor Show in October 2024. DST, short for Dynamic Spacious Three-row, represents Mitsubishi’s latest effort to address the evolving needs of Southeast Asia’s increasingly mobile families.

The concept features Mitsubishi’s signature T-shaped headlights, a Dynamic Shield grille, a digital instrument panel, and a full-screen infotainment system - signalling a move toward a more modern, premium SUV segment.

The timing of the teaser is no coincidence. With GIIAS 2025 set to kick off in July, the mystery box campaign appears to be a calculated marketing move to drum up anticipation ahead of what many expect will be a major product reveal. The Mitsubishi community is also invited to join the Mystery Box Photo Challenge for a chance to win exclusive merchandise.

Speaking to media in May, president director of MMKSI Atsushi Kurita reaffirmed Indonesia’s importance to Mitsubishi’s global growth strategy. “The Indonesian market has far greater potential to grow. This makes Indonesia one of the most important markets for us,” he said.

His view is echoed by Intan Vidiasari, general manager of marketing communication and PR division at MMKSI. “Indonesia is one of the most important markets for Mitsubishi Motors globally, as volumes continue to rise,” she stated.

In the 2024 fiscal year, spanning April 2024 to March 2025, MMKSI recorded total sales of 71,451 units, maintaining a healthy 8.2% market share across all segments of Indonesia’s automotive sector. This figure includes 49,559 passenger vehicles and 21,892 light commercial vehicles.

An internal survey conducted by MMKSI at the end of 2024 revealed that Mitsubishi Motors ranks among the top three automotive brands most recognised by Indonesian consumers. Furthermore, every Mitsubishi model currently sold in Indonesia ranks within the top three in its respective category - from small MPVs and small SUVs to mid-sized SUVs and light commercial vehicles.

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