Mitsubishi Marketing Strategy 2024: A Case Study

In the highly competitive automotive industry, Mitsubishi has managed to carve a niche for itself with its effective marketing strategies. With a focus on segmentation, targeting, and positioning, as well as innovative campaigns and digital tactics, Mitsubishi has achieved a distinct competitive advantage in the market.

In this article, we will delve into the intricacies of Mitsubishi’s marketing plans and explore the various strategies they employ to maintain a strong market position. From their compelling marketing campaigns to their social media prowess, SEO strategies, influencer collaborations, mobile apps, e-commerce initiatives, and content marketing efforts, we’ll uncover the secrets behind Mitsubishi’s success.

So, whether you’re a marketer seeking inspiration or simply intrigued by the world of automotive marketing, join us on this journey as we dissect Mitsubishi’s marketing strategy and discover the key factors that set them apart from their competitors.

Key Takeaways:

  • Mitsubishi has implemented effective segmentation, targeting, and positioning strategies to reach a wide range of customers.
  • Their marketing campaigns, such as the “LifeMadeBetter” and “Changes for the Better” campaigns, have successfully resonated with their target audience.
  • Through social media marketing, Mitsubishi highlights their commitment to sustainability and builds brand awareness.
  • The company utilizes robust SEO strategies to boost organic traffic and increase online visibility.
  • Influencer marketing collaborations, like their partnership with Liza Soberano, have helped Mitsubishi expand its reach and connect with a wider audience.

About Mitsubishi Corporation

Mitsubishi Corporation is a leading brand in the automobile manufacturing sector. With a global presence, they produce a wide range of vehicles, including hatchbacks, SUVs, and sedans. Offering versatility and reliability, their cars have gained popularity among consumers worldwide.

Annually, Mitsubishi Corporation sells approximately 926,000 car units in 160 countries. This widespread reach demonstrates their commitment to providing quality vehicles to customers on a global scale.

In line with their commitment to environmental sustainability, Mitsubishi has also focused on Plug-in Hybrid Electric Vehicle (PHEV) technology. By integrating PHEV technology into their vehicles, they contribute to reducing carbon emissions and promoting a greener future.

Global Reach

Mitsubishi Corporation’s presence spans across multiple continents, allowing them to cater to diverse markets and meet the needs of customers across various regions. Through strategic partnerships and collaborations, Mitsubishi has established a strong global network, ensuring their products are easily accessible to consumers worldwide.

Vehicle Range

Mitsubishi Corporation offers a comprehensive lineup of cars, including hatchbacks, SUVs, and sedans. Their diverse range of vehicles caters to different customer preferences, ensuring there is a Mitsubishi car suitable for every lifestyle and requirement.

Commitment to Sustainability

Mitsubishi Corporation recognizes the importance of adopting sustainable practices in the automotive industry. By focusing on Plug-in Hybrid Electric Vehicle (PHEV) technology, they contribute to the reduction of greenhouse gas emissions and promote environmentally friendly transportation solutions.

Global Sales Countries Vehicle Types
926,000 units per year 160
  • Hatchbacks
  • SUVs
  • Sedans

Segmentation, Targeting, and Positioning

Mitsubishi, as a global automotive company, adopts a comprehensive approach to reach diverse geographical locations and demographics without extensive targeting and segmentation efforts. The brand aims to cater to customers interested in purchasing cars and heavy vehicles manufactured by Mitsubishi. By positioning itself as a sustainable company with a strong market presence, Mitsubishi seeks to capture the attention and loyalty of environmentally-conscious consumers.

With its wide range of product offerings, Mitsubishi appeals to a broad target audience that encompasses individuals, families, and businesses seeking reliable and efficient vehicles. Whether it’s a compact car for daily commuting or a sturdy truck for commercial purposes, Mitsubishi aims to provide vehicles that meet customers’ needs and expectations.

While Mitsubishi’s approach to segmentation and targeting is relatively broad, the brand’s positioning strategy plays a pivotal role in differentiating itself from competitors and resonating with customers. By emphasizing its commitment to sustainability and promoting eco-friendly technologies, Mitsubishi positions itself as a responsible player in the automotive industry.

Segmentation Strategy

Although Mitsubishi does not heavily rely on segmentation, it recognizes the importance of understanding customer preferences and tailoring its offerings accordingly. Through market research and analysis, Mitsubishi identifies specific segments within its target audience that demonstrate a higher affinity towards eco-conscious vehicles, fuel efficiency, and advanced safety features.

Mitsubishi’s segmentation efforts focus on identifying customer segments that value sustainability and prioritize the long-term benefits of environmentally-friendly automobiles. By targeting these segments, Mitsubishi can effectively communicate its brand values and offerings to a receptive audience.

Targeting Strategy

While Mitsubishi aims to reach a wide range of customers, it hones its targeting strategy by focusing on regions and markets where there is a greater demand for sustainable vehicles and an established infrastructure to support their usage. This approach allows Mitsubishi to allocate its marketing resources more efficiently and maximize its impact in areas with the highest growth potential.

Mitsubishi also selectively targets businesses and organizations that prioritize sustainability in their operations and fleet management. By offering commercial vehicles with low carbon emissions and cost-effective operation, Mitsubishi becomes a preferred choice for companies looking to reduce their environmental impact.

Positioning Strategy

Mitsubishi’s positioning strategy revolves around portraying the brand as a leader in sustainable transportation solutions. By highlighting its commitment to eco-friendly technologies and emphasizing the benefits of owning a Mitsubishi vehicle, the brand positions itself as a trustworthy and responsible choice for environmentally-conscious consumers.

Mitsubishi’s focus on sustainability extends beyond product offerings. The brand actively engages in initiatives to reduce its own environmental footprint and collaborates with partners who share the same values. By aligning its positioning with sustainability and environmental responsibility, Mitsubishi establishes itself as a brand that customers can trust to make a positive impact on the planet.

Segmentation Strategy Targeting Strategy Positioning Strategy
Focus on eco-conscious customer segments Target regions and markets with high demand for sustainable vehicles Position as a leader in sustainable transportation
Identify preferences for fuel efficiency and advanced safety features Target businesses prioritizing sustainability in fleet management Emphasize commitment to eco-friendly technologies
Customize offerings for segments valuing sustainability Maximize impact in regions with high growth potential Establish trust as a responsible and reliable brand

Marketing Campaigns

Mitsubishi has developed several impactful advertising campaigns that have resonated with their target audience and reinforced their brand image. These campaigns have effectively communicated Mitsubishi’s values, innovative products, and commitment to creating a better future.


Mitsubishi’s “LifeMadeBetter” campaign stands out for its emotional storytelling and emphasis on family relationships. The campaign centers around the bond between a son and his father, showcasing how Mitsubishi’s vehicles enhance the quality of their lives. Through heartfelt moments and relatable narratives, the campaign connects with consumers on a personal level, creating a positive brand experience.

“Supporting India’s Growth of Efficient Building Infrastructure”

In line with their commitment to sustainability and progress, Mitsubishi launched the “Supporting India’s Growth of Efficient Building Infrastructure” campaign. This campaign highlights Mitsubishi’s contributions to the development of energy-efficient and eco-friendly infrastructure in India. By showcasing their innovative technologies and sustainable solutions, Mitsubishi positions itself as a partner in India’s growth journey.

“Changes for the Better”

The “Changes for the Better” campaign showcases Mitsubishi’s dedication to creating a better world through synergistic efforts. It emphasizes Mitsubishi’s commitment to continuous improvement, innovation, and positive change. This campaign not only reinforces their brand values but also inspires consumers to embrace positive transformations in their own lives.

Campaign Key Message Impact
“LifeMadeBetter” Enhancing lives through Mitsubishi vehicles Raised brand affinity and emotional connection
“Supporting India’s Growth of Efficient Building Infrastructure” Contributing to sustainable infrastructure development Positioned Mitsubishi as a partner in India’s progress
“Changes for the Better” Embracing positive change and innovation Inspired consumers and strengthened brand perception

These successful marketing campaigns have effectively communicated Mitsubishi’s brand values, generated customer engagement, and solidified their market position. By leveraging storytelling, emotional connections, and a commitment to positive change, Mitsubishi has captivated their target audience and reinforced their brand image.

Social Media Marketing

Mitsubishi understands the power of social media marketing in today’s digital age. They actively engage with their audience on popular platforms such as Instagram, Facebook, YouTube, and LinkedIn. With a significant number of followers, Mitsubishi’s social media presence is strong and impactful.

Through their social media channels, Mitsubishi showcases their commitment to environmental sustainability and their focus on developing innovative and environmentally friendly technologies. They use engaging content to educate and inform their audience about the positive impact of their products on building a sustainable society.

On Instagram and Facebook, Mitsubishi shares visually appealing images and videos that highlight their latest car models, technological advancements, and corporate social responsibility initiatives. They demonstrate their dedication to creating a greener future and encourage their followers to join them in their sustainability efforts.

The Power of Video Marketing

One of the main pillars of Mitsubishi’s social media marketing strategy is video marketing. They utilize YouTube to share informative and entertaining videos about their cars, safety features, and advanced technologies. These videos include product demonstrations, expert interviews, and customer testimonials.

By leveraging YouTube as a platform, Mitsubishi reaches a wider audience and effectively communicates their brand message. They create compelling video content that attracts viewers, educates them about their products, and demonstrates their brand values.

Mitsubishi also recognizes the importance of LinkedIn as a platform for professional networking and brand communication. They use this platform to connect with industry professionals, potential business partners, and job seekers. Through LinkedIn, Mitsubishi shares updates about their company culture, career opportunities, and industry insights.

Overall, Mitsubishi’s social media marketing efforts allow them to stay connected with their audience, build brand awareness, and drive engagement. By consistently delivering high-quality content and highlighting their environmental initiatives, Mitsubishi effectively positions themselves as a leading automotive company with a strong commitment to sustainability.

Social Media Platform Followers
Instagram 500,000
Facebook 1,200,000
YouTube 800,000
LinkedIn 300,000

SEO Strategies

Mitsubishi has implemented a comprehensive set of SEO strategies to improve their online visibility and attract organic traffic. By optimizing their website and content, they have successfully achieved higher rankings in search engine results, allowing them to reach a wider audience and increase brand awareness.

One crucial aspect of Mitsubishi’s SEO strategy is keyword research. They conduct extensive research to identify relevant and high-ranking keywords related to their products and services. By incorporating these keywords naturally into their website content, meta tags, and headings, they enhance their visibility to search engines and improve their chances of appearing in organic search results.

Mitsubishi also pays close attention to on-page optimization. They ensure that their website’s structure, URL structure, meta descriptions, and image alt tags are all optimized for search engine crawlers. This optimization makes it easier for search engines to understand and index their content, resulting in improved rankings.

Additionally, Mitsubishi utilizes link-building strategies to enhance their SEO efforts. They focus on acquiring high-quality backlinks from reputable websites and relevant industry influencers. These backlinks not only drive direct traffic to their site but also signal to search engines that their content is valuable and authoritative.

SEO Strategies Impact
Keyword optimization Improved rankings and visibility in search engine results
On-page optimization Enhanced search engine crawling and indexing
Link-building Increased website authority and referral traffic

Influencer Marketing

Mitsubishi has recognized the power of influencer marketing in boosting their brand visibility and reaching a wider audience. One of their successful collaborations has been with the popular celebrity and influencer, Liza Soberano.

By partnering with influential individuals like Liza Soberano, Mitsubishi has been able to tap into their extensive reach and engage with a diverse and extensive fan base. Through strategic influencer campaigns, Mitsubishi has successfully promoted their cars and gained market share in the competitive automotive industry.

This form of marketing allows Mitsubishi to leverage the trust and admiration that fans have for their favorite influencers, creating a sense of authenticity and credibility around their brand. By aligning themselves with influential personalities, Mitsubishi has been able to position themselves as a trusted and desirable choice for customers looking to purchase a car.

Through influencer marketing, Mitsubishi not only increases brand awareness but also generates interest and engagement among potential customers. By showcasing their vehicles through influencers’ platforms, Mitsubishi can showcase the unique features, design, and performance of their cars in an engaging and relatable way.

Overall, influencer marketing has proven to be a valuable strategy for Mitsubishi, allowing them to tap into new markets, extend their reach, and strengthen their brand image. By collaborating with influencers like Liza Soberano, Mitsubishi keeps abreast of the ever-changing digital landscape and connects with their target audience effectively.

Mobile Apps

Mitsubishi understands the importance of convenience and accessibility in today’s fast-paced world. That’s why they have developed user-friendly mobile apps for both Android and iOS platforms. These apps offer a range of features that enhance the overall Mitsubishi ownership experience.

With the Mitsubishi mobile apps, customers can easily schedule service appointments at their preferred dealership. Whether it’s routine maintenance or repairs, the app makes it simple to book a time that suits their schedule, ensuring that their vehicle remains in top condition.

One of the standout features of the Mitsubishi app is the 24-hour Mitsubishi assistant. It provides customers with round-the-clock support, answering any questions they may have and offering guidance on various aspects of their Mitsubishi vehicle.

To keep customers informed and up to date, the app also delivers news updates relevant to their Mitsubishi model. From the latest features and technology advancements to promotions and offers, users stay connected with the brand and receive valuable information at their fingertips.

Additionally, the Mitsubishi mobile apps include a sales and services locator. Customers can easily find nearby Mitsubishi dealerships, allowing them to browse the latest models, explore financing options, and schedule test drives. The app’s intuitive interface and comprehensive database provide a seamless experience for users, ensuring they can find the information they need effortlessly.

With the Mitsubishi mobile apps, customers have a powerful tool that streamlines their Mitsubishi ownership journey. From scheduling service appointments to accessing 24-hour assistance and staying informed with news updates, these mobile apps bring convenience and connectivity to the palm of their hand.

E-commerce Strategies

Mitsubishi understands the importance of providing convenience and accessibility to customers when it comes to purchasing their products and services. That’s why they have developed their own website that allows customers to browse and buy Mitsubishi vehicles online. The website offers a user-friendly interface, detailed product information, and easy checkout options, ensuring a seamless e-commerce experience for customers.

To further expand their reach and cater to a wider audience, Mitsubishi has also established strategic partnerships with popular online car marketplaces like and These partnerships enable Mitsubishi to showcase their vehicles on these platforms and tap into their extensive customer base. As a result, customers can explore Mitsubishi’s range of offerings and make purchases through these trusted third-party websites.

By embracing e-commerce strategies, Mitsubishi aims to make the car buying process more convenient and accessible for customers. Whether they choose to make a purchase directly from Mitsubishi’s website or through partner platforms, customers can enjoy a seamless online shopping experience. Mitsubishi’s commitment to e-commerce is driven by their desire to meet the evolving needs and preferences of modern-day consumers.

Content Marketing Strategies

Mitsubishi Corporation employs effective content marketing strategies to engage their target audience and promote their brand across various platforms. Through social media platforms, press releases, and partnerships with news websites, Mitsubishi creates compelling and informative content that resonates with their audience and successfully drives brand awareness.

Engaging Social Media Content

Mitsubishi leverages its social media presence to share exciting updates about new product launches, detailed information on product usage, and unique insights into their core competencies. By creating engaging and visually appealing content, Mitsubishi effectively captures the attention of their audience, encouraging likes, shares, and comments that amplify brand visibility and reach.

Informative Press Releases

Additionally, Mitsubishi utilizes press releases to communicate important milestones, corporate announcements, and industry insights to their stakeholders. These press releases highlight Mitsubishi’s achievements, innovations, and contributions, positioning the brand as an industry leader and a trusted source of information in the automotive sector.

Partnerships with News Websites

Mitsubishi understands the significance of collaborating with reputable news websites, further enhancing their content marketing efforts. They leverage these partnerships to publish articles, features, and interviews that provide in-depth information about their products, services, and future plans. By harnessing the credibility and reach of news websites, Mitsubishi expands its brand exposure and credibility.

By employing a strategic content marketing approach, Mitsubishi successfully engages their target audience and strengthens their brand presence in the highly competitive automotive industry.


Mitsubishi’s marketing strategy has played a crucial role in establishing its prominent position in the automotive industry. Through well-executed marketing campaigns, a strong social media presence, effective SEO strategies, influencer collaborations, user-friendly mobile apps, e-commerce initiatives, and engaging content marketing, Mitsubishi has successfully increased brand awareness and favorability.

By continuously striving to provide unique and meaningful experiences to their customers, Mitsubishi has positioned itself as a trustworthy and innovative brand. Their marketing efforts have not only helped them gain popularity but have also given them a competitive advantage in a highly saturated market.

Through competitive analysis and strategic product positioning, Mitsubishi has been able to reach a diverse audience across various geographical locations and demographics. Their commitment to sustainability and environmental consciousness, reflected in their Plug-in Hybrid Electric Vehicle technology, has further contributed to their brand appeal.

In conclusion, Mitsubishi’s marketing strategy stands as a testament to their dedication to excellence and customer satisfaction. By leveraging various marketing channels and staying ahead of industry trends, they have successfully carved out a prominent position for themselves in the automotive market, ensuring sustained growth and continued success in the years to come.


What is the marketing strategy of Mitsubishi?

The marketing strategy of Mitsubishi focuses on reaching all geographical locations and demographics without much targeting or segmentation. They position themselves as a sustainable company with a prominent market position through campaigns like “LifeMadeBetter” and “Changes for the Better.”

How does Mitsubishi engage with customers through social media?

Mitsubishi is active on platforms like Instagram, Facebook, YouTube, and LinkedIn. They have a strong social media presence, highlighting their environmentally friendly technologies and contributions to building a sustainable society.

How does Mitsubishi optimize its website for search engines?

Mitsubishi has a strong SEO strategy, with a high number of organic keywords and traffic per month. They optimize their website and content to rank well in search engine results and attract more visitors.

Does Mitsubishi collaborate with influencers for marketing?

Yes, Mitsubishi has collaborated with celebrities and influencers, such as Liza Soberano, to promote their cars and gain market share. They leverage the influence of these individuals to reach a wider audience and increase brand visibility.

Does Mitsubishi have mobile apps for customer convenience?

Yes, Mitsubishi has developed mobile apps for both Android and iOS users. These apps provide convenient features such as scheduling service appointments, 24-hour Mitsubishi assistant, news updates, and sales and services locator.

Can customers purchase Mitsubishi products and services online?

Yes, Mitsubishi has its own website for customers to purchase their products and services. They have also partnered with other websites like and for increased availability and ease of services.

How does Mitsubishi implement content marketing?

Mitsubishi focuses on content marketing through various social media platforms, press releases, and partnerships with news websites. They create engaging and informative content about new launches, product use, and core competencies.
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