Mitsubishi – driving an ambition for 100 years

A CENTURY AGO: The first Mitubishi Model-A from 1917. Photo credit: YouTube

FOR the first time in 10 years, Mitsubishi have released a new promotional tagline.  ‘Drive your ambition’ perfectly describes the attitude that has been true of the Mitsubishi company since its first car a century ago.

Mitsubishi has delivered ambitious cars to ambitious drivers for 100 years, pioneering vehicle genres with seminal products such as Pajero, Lancer Evolution and i-MiEV, while creating cutting-edge technology to deliver breakthroughs all the way to the best-selling Outlander PHEV. Mitsubishi’s drivers have explored new frontiers and conquered breathtaking terrains. From the toughest rallies to building a robust reputation in demanding emerging markets, MMC delivers vehicles that enable Drivers to move forward with full confidence.

“Drive your Ambition” is a powerful statement of MMC’s on-going commitment to the values and aspirations of its drivers.

The new global tagline was officially announced at the Tokyo Motor Show, at the end of October and is now being rolled out in all global markets as part of a major overhaul of the brand’s marketing activities and presence around the world on all communications in coming months.

Mitsubishi Motors celebrates this year the 100th anniversary of Model-A, the first Mitsubishi car and the first Japanese car designed with series production in mind. The Model-A paved the way for Mitsubishi’s ambition to explore new automobile territories and push engineering boundaries for the 100 years to come, which included the pioneering 4-wheel-drive PX33 in 1936, to the start of electric mobility R&D in 1966.

When Mitsubishi Motors unveiled its pioneering Outlander PHEV at the 2012 Paris Motor Show, several observers questioned the move – a full-size 4WD Twin Motor plug-in hybrid electric SUV…

Five years later and over 135,000 units sold in selected global markets (soon to launch in USA, and of which Europe ranks number one and where Outlander PHEV remains the best-selling plug-in hybrid SUV), the questions have been emphatically answered, as market response has vindicated MMC’s brave foresight.


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