Mitsubishi embraces experience design with appointment of Critical Mass as AOR

Mitsubishi tasks Critical Mass with digital agency of record brief

Mitsubishi Motors has announced the appointment of experience design agency Critical Mass to serve as its digital agency of record, a role which will see it develop an improved digital ecosystem for the vehicle manufacturer.

The Japanese giant has recently launched its ‘Drive Your Ambition’ tagline at the Tokyo Motor Show in a move designed to augment its renewed focus on experiential design and consumers. The first fruits of the new partnership should land in the autumn.

Guillaume Cartier, corporate vice president of global marketing & sales division at Mitsubishi Motors, said: “Leveraging Critical Mass’ dedication to customer-centricity and deep automotive experience, Mitsubishi Motors will be able to elevate our digital products and services with customers and showcase our inspirational, design-forward product line up of SUV, 4WD, and plug-in hybrid electric vehicles and automotive technologies.”

Andrea Lennon, senior vice president and managing director at Critical Mass, added: “The unique thing about this new partnership is our shared understanding that Mitsubishi is in the midst of a generational shift – and their customers need to become a bigger part of that story. Digital will certainly enable that and we couldn’t be more excited to apply our expertise and core capabilities to the partnership.”

Mitsubishi is currently in process of creating a range of new four-wheel drive connected vehicles with low vehicle emissions – cementing its position as market leader in the plug-in hybrid category.

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