Introduction of a new tagline 

Mitsubishi has introduced a new corporate tag-line, which will be used together with the brand of Mitsubishi Motors all over the world. The new tag-line is “Drive@earth” and it will be used for the first time in Japan during summer, 2008. The tagline has two main meanings.

The first meaning of the tagline 

The first one is that the company’s aim is to aid people to get to any place on the planet (you can drive and travel practically everywhere using the vehicles of Mitsubishi - from city streets to desert corners). Surely, they have proven themselves not only in driving in all natural conditions, but also in rallying with other vehicles like the Dakar Rally-winning Pajero and the World Rally Championship Lancer EVO. Thus, Mitsubishi vehicles have trusted its name on all the continents for performance, reliability and toughness. And through these qualities they connect people to the world (the Earth).

The second meaning of the tagline 

The second meaning of the new tag-line is recognition of the environmental problems related with car usage. The crux of the matter is that nowadays Mitsubishi is on the way of developing mainstream electric cars that will be quite affordable. Mitsubishi is going to present the iMiEV to market in 2009 and also the company works on using clean diesel engines and more efficient gas engines. Drive@earth emphasizes the necessity of solving environmental problems. It goes without saying that no enterprise – whether it is automotive or other one – will be meaningful, if we don’t live in healthy environment. With vital issues of climate pollution and shortage of natural recourses, the companies responsible for producing vehicle have a special responsibility. Mitsubishi realize this responsibility and tries to find a way to producing environmentally safe cars.

Drive@earth: a door to the future

The new tagline Drive@earth symbolizes Mitsubishi’s desire to create a door to the future. The future which will connect the company’s heritage and people’s demands and will meet modern problems with readiness to solve them. The company sets its priorities in trustworthiness of the brand and its harmlessness to the environment and announces these main principles with the help of the new tagline.