Mitsubishi's New Campaign Not Going to the Dogs

Headnote

Sales Up; Partnering With Asher House in Campaign

MARKETING

Cypress-based Mitsubishi Motors North America Inc. is charging ahead with its "Drive your Ambition" global campaign.

The automaker unveiled the new global slogan last year as part of a major overhaul to the brand's marketing activities.

It was Mitsubishi's first large-scale brand refresh in a decade, according to the automaker.

The campaign isn't hurting, apparently.

Mitsubishi recently reported its best August sales month since 2008, moving 8,416 units, up 3.1% yearover-year.

It also reported year-todate sales of 85,693 units, up 21.1% year-over-year.

As a new part of the campaign, it announced support last month for The Asher House, a Los Angeles-based organization helping place shelter dogs in homes.

Mitsubishi donated a 2018 Eclipse Cross-which retails for about $23,000-to help transport rescue dogs. It will also offer support to local market rescue events and gatherings.

Asher House was founded last year through a Kickstarter campaign by Floridanative Lee Asher. He took in enough money to purchase an RV and traveled...