How small SUVs drove Mitsubishi to #1

Mitsubishi Motors Australia, an automotive brand, increased sales of its new Eclipse Cross SUV by launching a campaign that promoted it as ideal for a drop it and go get away.

Executive Summary

In 2018, Mitsubishi Motors Australia achieved their highest annual sales result ever. In a little over 12 months Mitsubishi moved from #3 to #1 in SUVs – largely by focusing on small SUVs. Our task was to locally launch the all-new Eclipse Cross, an ambitious one, as we were entering the same category as the Mitsubishi ASX – already Australia's #1 selling small SUV. Rather than stealing ASX's customers, our 'Here Now, For Wherever Next'campaigns attracted a new, style conscious and tech-savvy audience – previously out of reach for Mitsubishi. This is a story of 'small'...

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