From an advertising perspective, the days of seat dancing to obscure hip-hop music are gone. New ads will continue to feature unique tracks, most likely more conducive to the listening tastes of a larger demographic (the use of the relatively unknown Flaming Lips, "Do You Realize" in a recent Galant commercial being a good example). More importantly, Mitsubishi will pitch their cars directly at top competitors such as Camry, in the case of the bowling ball Galant ad. This should appeal to the Canadian consumers' desire for greater value (it takes an average of 26 weeks for a Canadian to pay for a new car compared to 18 in the U.S.), as well as highlighting safety and performance considerations.
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| Mitsubishi will pitch their cars directly at top competitors such as Camry. (Photo: Trevor Hofmann, Canadian Auto Press) |
"I think the DNA of the company is based on racing, resulting in superior handling." O'Neill added. Mitsubishi needs to "embrace it, be proud of it and go with it."
Therefore Mitsubishi will be taking more opportunities to communicate the dynamic safety benefits of its cars and SUVs. The brand already offers comprehensive passive safety features, common to the majority of today's auto manufacturers.
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| Mitsubishi is looking to get back into the lucrative truck business, as indicated by their Sport Truck concept. (Photo: Mitsubishi Motors North America) |
What better way to do this than offer opportunities for prospective buyers to drive the brand's vehicles in a no pressure, fun "track day." Recently MINI set up autocross courses in major cities across the country and invited owners and future customers down to take a Cooper or Cooper S for a spin. The events were extremely successful, resulting in sales and as important, a lot of goodwill. Jeep regularly uses the same tactic, but instead sets up a makeshift off-road track right smack dab in the inner city. People get the chance to drive one or all of the Chrysler Group brand's SUVs in the element they were designed to excel in, and decide if the 4x4 life is for them.
Think about it, would you willingly pass up an opportunity to take a Mitsubishi Montero on an off-road course, or maybe a Lancer Ralliart or Eclipse around an autocross course with no restrictions on speed? It's one of the best ways Mitsubishi has to get potential customers to test out its hardware. Look for such an opportunity in the near future.
Come back tomorrow for Part 2 of Industry Report: What Mitsubishis are Succeeding and What the Brand Needs.