The above is an image that Mitsubishi Motors, specifically their marketing department, circulated around on social media. It’s speaks of the torque, or rather the lack thereof, that the engine of Mitsubishi Eclipse Cross generates. By any comparison, that isn’t much – the base Volkswagen Golf has more.
The thing is, the current lineup of Mitsubishi CUVs isn’t that bad. They have all the latest safety features, good sound systems, heated seats, Apple CarPlay connections, and other stuff that buyers desire. It’s not always integrated as well as other makers, and the vehicles are showing their age, but they’re not bad. The final sales prices are much lower than the competition, too.
So, you’re in charge of marketing these Mitsubishi’s. The job is important to you as it’s a stepping stone in your career. If you are successful here there will be plenty of other opportunities. How do you advertise these vehicles?
http://hooniverse.info/2018/09/27/review-2018-mitsubishi-eclipse-cross-sel/
Hooniverse Asks: How would you advertise Mitsubishi vehicles?
By Kamil Kaluski
Nov 20, 2018
By Kamil Kaluski
East Coast Editor. Races crappy cars and has an unhealthy obsession with Eastern Bloc cars. Current fleet: Ford Bronco, Lexus GX 470, and a Buick Regal crapcan racecar.
Jeff Glucker
“Someday you’ll be able to afford a good car, but for now at least this one is new.”
https://tenor.com/uQw3.gif
Lower payments and a better warranty than the Buy Here Pay Here dealers!
We started from (the) Zero. Look what we’re up to now.
Mitsubishi
Market them as an underdog. Make a connection to the small kid on a football team who is nimble and hard to tackle, or a nerdy kid who isn’t popular but ends up inventing something awesome. Then show those kids now in their 20’s and 30’s and driving off swiftly in a Mitsubishi on a pleasant, typical commercial world, empty windy road. Tagline: “Taking you to your next journey – Mitsubishi”
Basically the only advertisement I notice is the funny stuff. All the other noise goes straight through the vast emptiness between my ears. As I hear a lot of people here say “Mishibishi”, and companies that don’t take themselves seriously are generally perceived as relaxed and relatable, I’d go for something like: “Easier to afford than to pronounce”. A whole series of proud owners explaining features and gleaming about low cost, then they say: “That’s why I really like my Mishibishi” – [insert slogan].
https://musiccourt.files.wordpress.com/2011/08/monty.jpg
Great minds think alike. But I’m not being snarky, I think it would be a masterstroke of marketing. https://uploads.disquscdn.com/images/7e3563b50d30832a7e70a70a8d8e830370de863b77d9624e9db3e2d81553b34c.jpg
Or, “No, no, you are thinking of the other third tier Japanese brand, Suzuki, THEY left the US market. We’re still here.” (for now)
We don’t talk about that. Ever.
I’d look to another giant experienced with selling cheap stuff: Harbor Freight. Imagine tacky “Mitsubishi BEATS Mercedes” comparisons and spamming email inboxes with weekly deals. Think of the Volvo Turbo vs. Lotus ad from the 1990s, but with much less class. https://uploads.disquscdn.com/images/1a2cdb90ef079112e1ba4e69b8da3d9b762342043cb699bfb9404775115756b4.jpg
http://hooniverse.info/2012/09/24/truth-in-advertising-hazard-fraught-tools/
So you get a free i-MiEV with purchase of a Outlander?
And a free mirage just for walking in the door. But they’re never in stock.
20% off with coupon.
Mitsubishi, The Harbor Freight of automobiles
“It’s Not From Korea – Really!”
Mitsubisihi: Good Enough
Mitsubishi: The vehicle you keep for life! (because the depreciation will kill you)
New Triton midsize.
Coming soon.
The right size at the right price.
https://media.apnarm.net.au/media/images/2018/11/09/b881666643z1_20181109073544_000goi1agfqo2-0-mqeu52clm6wxsgve9r2_fct2163x1214x200x151_ct677x380.jpg
Can they dust off their classic selling point of “We finance anyone with a pulse”?
The Mirage is slow, ugly, and frugal, like another well-loved car that leaned into its quirks in its advertising. If nothing else, it’d be refreshing to see something celebrate its cheapness in a way other than typical dealer $99/MONTH WITH ZERO DOWN advertising.
https://images.theconversation.com/files/96203/original/image-20150925-17729-rmngoj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip
Emphasizing that it’s frugal and ugly doesn’t always pay off: https://uploads.disquscdn.com/images/e737dca22bc2afba713898f3a3d3910cb859c56d058770d9d7f0151d37952b54.jpg
“Mitsubishi, we just don’t care anymore”
(1) adequate
(2) cheap
(3) superior to any other vehicle in a measurable way in terms of quality or performance
Guess which two we picked?
“Newer than a used car”
“The substance abuse issues of our finance guy is our HR nightmare and your pathway to a new vehicle!”