Mitsubishi Motors Australia: How Mitsubishi has the time of its life again and again and again

Mitsubishi, an automotive brand, became a definitive SUV brand and grew during the automotive recession in Australia.

Executive summary

'Built For The Time Of Your Life'has helped move Mitsubishi from dormant to the definitive #2 SUV brand. This transformative story begins in 2016 when we positioned Mitsubishi as the people's SUV expert and injected an uplifting feeling into brand, product and importantly retail. In 2018 we raised the aspiration to attract new audiences and achieved Mitsubishi Motors Australia's best-ever annual sales result. And in 2019, unlike the other top 5 SUV brands, we still managed to grow during the automotive recession. Proving no matter how bumpy the road, when emotion shifts up a gear, the whole...

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