Mitsubishi’s ‘Ambition to Explore’ Strategy To Overhaul The Brand

Mitsubishi has elected the Tokyo Motor Show as the place to announce its new brand strategy, dubbed ‘Ambition to Explore’.

With the Japanese carmaker now part of the Renault Nissan Alliance, the firm’s management has also introduced the ‘Drive your Ambition’ tagline as well as announcing four key building blocks for its future.

The first, coined ‘The Mitsubishi Pedigree’, is aimed at providing a vision for the next 100 years of the company. Further to this, the ‘The Mitsubishi stance on technology and design’ will look to create “inspirational design and product features, with a solid future vision for product development and sustainability.”

The final two building blocks for Mitsubishi’s future are ‘The Mitsubishi take on global business’, and ‘The Mitsubishi bond with its customers’, both important aspects in ensuring the brand’s longevity and commitment to the demands of its customers.

Mitsubishi singles out vehicles like the Outlander PHEV, Eclipse Cross, XPander and a production version of the e-Evolution Concept as its most important vehicles moving forward.



  • Honda NSX-R

    They’re gonna want to consider making their vehicles look good too if they want to succeed.

  • Mill0048

    At least they’re going where the money is and building CUVs. That’s a step in the right direction for survival.

  • MarketAndChurch

    Probably the best looking concept from Mitsubishi to date. It’s a shame that nothing beautiful will come of it.

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