Following yesterdays news of Mitsubishi and PSA Peugeot Citroen starting feasibility study for a long term Electric Vehicle cooperation comes the Japanese marques new company slogan, or tag as they call it.
Mitsubishi will from this summer on promote themselves with 'Drive@Earth', first in Japan only but the rest of the world will follow. Sometime in 2009 Mitsubishi will launch their i MiEV electric car in Japan.
The new slogan intends to convey two messages, firstly that cars connect us the earth. Mitsubishi does that with a proven track record of four-wheel-drive. The second message is the inevitable environmental angle and that no company can function in the long run without a healthy planet to live on.
Today Mitsubishi Motors Corporation (MMC) announced a new global tagline in order to clarify across all markets its direction for the future. The tagline, "Drive@earth," will be launched first in Japan during the summer of 2008, and is intended to convey two major themes:
First, Drive@earth means that automobiles connect us to the world. Mitsubishi's 4WD legacy has catapulted a generation of drivers to every corner of the earth, from desert dunes to city streets. Rally-tested toughness, performance and reliability make Mitsubishi Motors a trusted name on five continents. Through this trust, Mitsubishi vehicles forge a connection to customers, to communities, and ultimately to the natural world around us.
Second, Drive@earth means a new emphasis on environmental issues. It is the simple recognition that no enterprise — automotive or otherwise — makes sense without the context of a healthy planet. With climate change and dwindling oil reserves on the minds of drivers around the world, automakers have a special responsibility. MMC sets as its ideal the synergy between dynamic and environmental performance, and will continue to develop technologies — such as the zero-emissions i MiEV electric vehicle — that show as much care for the environment outside as for the occupants within.
The new tagline acts as a bridge between the company's heritage and its future. Launched in this, the first year of MMC's post-revitalization business plan, Drive@earth is an announcement of the company's renewed focus, and a symbol of its intention to build a new era of sustainable partnership.
It does indeed convery two messages. Firstly, that no one at Mitusbishi can speak English; and secondly, that they will have to get another tag when no one outside Japan knows what they are talking about.
This is almost as annoying as companies that put seemingly random words together in a form that could possibly make a valid sentence if the marketing people hadn't decided it looked cooler to add full stops between all the words.
They should make the whole team at the branding or advertising agency, and their own marketing staff, in fact everyone with anything to do with this lameness, commit public hara kiri.
Their new slogan is a bit lame it reminds of the lame one they had in the mid 90s "please consider" and i don't mean they sound the same i mean there both stupid.
This is almost as annoying as companies that put seemingly random words together in a form that could possibly make a valid sentence if the marketing people hadn't decided it looked cooler to add full stops between all the words.
Makes. No. Sense.