Mitsubishi i-MiEV: Electriphobia
Section I — Basic information
Business Results Period (Consecutive Months): April 13th, 2012 - July 2nd, 2012
Start of Advertising/Communication Effort: April 13th, 2012
Base Period as a Benchmark: November 2011 - March 2012
Section II — Situation analysis
a) Overall Assessment
The electric vehicle or EV market (and the bigger "eco" vehicle market that includes hybrids like the Toyota Prius and the Honda Insight) is a crowded category that's been getting a lot of attention in recent years as environmental concerns and the price of gas have risen sharply.
Even though Mitsubishi has been developing EV technology for nearly 40 years in Japan, the Chevrolet Volt and Nissan Leaf have owned the conversation surrounding EV's in North America. And the general tone of that conversation has been earnest "save the world" type messaging.