In 2018, Mitsubishi Motors Australia achieved their highest annual sales result ever. In a little over 12 months Mitsubishi moved from #3 to #1 in SUVs – largely by focusing on small SUVs. Our task was to locally launch the all-new Eclipse Cross, an ambitious one, as we were entering the same category as the Mitsubishi ASX – already Australia's #1 selling small SUV. Rather than stealing ASX's customers, our 'Here Now, For Wherever Next' campaigns attracted a new, style conscious and tech-savvy audience – previously out of reach for Mitsubishi. This is a story of 'small' adding up to something very big.
Challenge, Objectives & Strategy
Climbing higher up the SUV podium
After successfully repositioning itself as an affordable SUV expert in 2016 and 2017, Mitsubishi Motors needed to keep the momentum going. While Mitsubishi total SUV had climbed to #3 for 2017 Mitsubishi had its eyes on a bigger prize. Widening Mitsubishi's lead within small SUVs was its best chance to grow its overall SUV share and finally knock Mazda and Toyota off the podium.