Last Word
Mitsubishi Motors has a storied heritage developed over 100 years. It is a name that means many things to many people depending on where you live in the world. When you go to Japan, you’ll find yourself immersed in a world of hundreds of Mitsubishi Group companies from rockets to trains to air conditioners, hotels, the Bank of Tokyo and, of course, automobiles under the Mitsubishi Motors name. In some places around the world, we are in the top three automakers in the country. In Canada, we are a smaller automaker but growing larger every year. No matter our size, we bring a big heritage to all markets and a big commitment to quality and innovation. The soul of who we are is our brand promise, ‘Drive your Ambition’. It gives guidance to our company to dream bigger and go farther. It is this drive that pushed our team to first develop the PX33 in 1934, the first Japanese built sedan with full-time 4WD, which had evolved into Super All-Wheel Control, one of the best all-wheel drive systems in the world. Mitsubishi has pushed itself by conquering the toughest of Rally Races from Paris to Dakar with Montero/ Pajero, one of the first SUV styled vehicles, or introducing Lancer EVO, the stuff of childhood dreams or producing the first mass-produced electric vehicle in the world in the i-MiEV. The mindset to push forward culminates into Outlander PHEV, the world’s first plug-in hybrid SUV, backed by 80+ years of 4WD and AWD heritage. Later this year, we’re launching our next generation vehicle and it promises to be next-generation in every way with a much larger battery, more power, more range and well more of more. Within these pages you also saw e-Evolution, a concept that embodies our brand. It’s where we see ourselves in philosophy where driving and autonomy is not about letting the vehicle self- drive but utilizing artificial intelligence technology to drive with passion. So, as we plunge back into a new normal, where days of solitude make way for hybrid work and face to face interaction, we ask you to spend some time to Drive your Ambition and see the new world as we do.
Until next time,
Steve Carter Director, Marketing Mitsubishi Motor Sales of Canada, Inc.
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