To be launched first in Japan during the summer of 2008
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.