Mitsubishi: Built better. Backed better.

This case study describes how Mitsubishi Motors increased brand familiarity amongst Canadian consumers by highlighting its rich history and philosophy of hard work and continuous innovation.

Mitsubishi: Built better. Backed better.

john st.Mitsubishi Motors Canada

Situation analysis

Overall assessment

12 years ago Mitsubishi Motors arrived in Canada as a big global brand that no one north of the border knew about and given the noisy automotive sector in North America, their work was cut out for them when it came to being a breakthrough.

Since 2008 Mitsubishi has enjoyed modest gains, but remained a smaller player with a 1.2% market share1and when pitted against its foreign & domestic competitors, these numbers are not sustainable. Gross media spend is measured in billions...

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