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.

One-Off Tuned Peugeot 308 GTi Has Racing-Inspired Looks, 302 PS

The French hot hatch has TCR-like styling, more power, less weight and a reworked chassis.

Volkswagen T-Cross Is Almost Ready To Enter The Subcompact SUV Fray

Volkswagen will assemble the T-Cross in Brazil and sales should start before the end of the year.

Bid On This 1985 Audi Quattro And Fulfill Your Childhood Rally Dreams

This 1985 Tornado Red Audi Quattro is said to be one of just 99 examples sold in Canada.

The Koenigsegg Regera Is A 1,500 HP Single-Gear Torque Monster

A twin-turbo V8 and no less than three electric motors are mated to a revolutionary transmission.

Army Green Wide-Body Audi RS6 Avant Is Ready For The Apocalypse

This matte green RS6 comes from South Africa and has been fitted with many custom parts.

Toyota Could Kill Off Some U.S. Models If Trump Enforces Tariffs

Depending on Trump’s decision, some might be produced locally while others could be withdrawn.

Breaking: Sergio Marchionne Out As FCA And Ferrari CEO Following Complications With Surgery

Marchionne’s condition has “worsened significantly in recent hours” .

Is $65,000 Crazy Money For A 2019 Ram 1500 Truck?

The Ram 1500 Limited is the nameplate’s flagship version, costing as much as a base-spec Porsche Cayenne.

Trade Secrets From GM, Toyota, Tesla, More Exposed After Data Breach

Anyone with an internet connection and some knowledge could access sensitive information.

Bugatti Recalls Two Chirons, Will Fly The Seats To France To Fix The Airbags

Bugatti goes to great lengths to ensure it takes good care of its vaunted customers, .