Mitsubishi Motors announces new corporate tagline

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.

-Hidenori Uki, Adam Sorkin, logos Mitsubishi-