Mitsubishi has added a new corporate tag-line, but unfortunately it doesn't really roll of the tongue the way Mazda's Zoom-Zoom does. According to Mitsubishi, the Drive@earth line is meant to represent two things. The first is the company's heritage of helping people get anywhere on the planet, particularly with its four wheel drive vehicles. Mitsubishi vehicles have certainly proven themselves over the years in rallying with cars like the World Rally Championship Lancer EVO and the Dakar Rally-winning Pajero.
The second aspect is a recognition of the environment and issues relating to it. Mitsubishi is at the forefront of trying to develop affordable, mainstream electric vehicles. The company hopes to bring the iMiEV to market as early as 2009 and is also working on clean diesel engines and more efficient gas engines.

While the intent is certainly laudible, Drive@earth just seems a little clumsy. Perhaps something was lost in the translation. Hopefully they didn't pay a consultant too much money for this line that might have been better spent on the production development of iMiEV and other clean vehicles.

[Source: Mitsubishi]

Mitsubishi Motors announces new corporate tagline

TOKYO, June 18, 2008 - Today 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.


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