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Drive@earth. Sounds an awful lot like shorthand for "run this bizatch into the ground," but Mitsubishi has an official explanation for its new tagline. Launching this summer in Japan, "Drive@earth" will be used by Mitsubishi in all markets. The tagline, which looks like an intern tacked it below the logo in Microsoft Word ten minutes ago, is meant to carry dual meanings. The first thing Mitsubishi wants to convey is the idea that its automobiles, and their four-wheeling legacy, allow people to visit virtually any point on the earth.
Secondly, and possibly in diametric opposition to the first point, the slogan signals a commitment by the automaker to environmental responsibility. It's a fine line to walk between traipsing across the globe and not destroying sand dunes or clubbing baby seals while excreting vast amounts of greenhouse gasses, but Mitsubishi is committing to continued development of its environmentally friendly technologies, like the iMiEV that would be an ideal commuter vehicle for those poor slobs stuck in gridlock. No word on whether the new tagline signals the end of Mitsubishi's run of TV spots using music cuts that get stuck in your head and portray people having more fun than a flume ride. Press release after the jump

[Source: Mitsubishi]



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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    • 1 Second Ago
  • 38 Comments
      • 6 Years Ago
      I remember when Hyundai used to build Mitis'"o" engines.

      LOL! THis is stupid, what a dumb tagline, the @ is stupid, and this wont last long. hahaha.

      Reminds me of somthing from the matrix or somthing, or an msn chat room.
      • 6 Years Ago
      it goes well with Starion
      • 6 Years Ago
      Mitusbishi
      Fail@tagline
      • 6 Years Ago
      I think Earth@Drive (as in "D") would sound better...
      the Earth on the go/mobile on Mitsus...
      • 6 Years Ago
      Or get better gas mileage out of the Evo's powerplant. I'm sure there's a bit more to get out of it. I know it's not the car's purpose to be a frugal four-banger, but c'mon. 16/22? I reaaaaaaaly want an Evo X MR but I can't justify it with that mileage. It /would/ be a DD for me.
      • 6 Years Ago
      Move over "Pontiac is CAR," we have a new lamest tagline.

      Actually, this is legal insurance. Mitsubishi doesn't want to get sued by people following their nav systems too literally.

      "Now remember, no matter what the map says, don't drive@water. Also don't drive@sky or drive@fire. ONLY drive@earth."
      • 6 Years Ago
      Does the @ symbol contain a word meaning other than "at"? Because "Drive at Earth" doesn't even make grammatical sense. "Drive at the Earth" "Drive toward the Earth" "Drive on the Earth" "Drive over the Earth". Pick one.
      • 6 Years Ago
      You must highly be mistaken. Mitsubishi built and still builts engines for other manufacturers. The only engine Mitsubishi didn't build for itself was the 420A which was installed in the non-turbo base model eclipse. Even that, it co-designed with Chrysler.
      The engine in the Hyundai was built by Mitsubishi.
      • 6 Years Ago
      This is just weird. It sounds computer-generated. For some reason it reminds me of "All your base are belong to us."
        • 6 Years Ago
        LOL...I was thinking the same thing. Perhaps Mitsubishi should just have: "All you car payments are belong to us".
      • 6 Years Ago
      In the interest of efficiency, buzzwords have been replaced with buzzsymbols. Soon we will have such buzzsymbols breeding and we will be surrounded by iAmpersands and eSchwas, or eSchwaeə if you will.
      • 6 Years Ago
      Mitsubishi- Drive @ Earth

      Ford- Drive one.

      What's weirder?
        • 6 Years Ago
        How is "Drive One" weird? It is simple and direct. It echoes the theme of both Ford and GM of recent: get out and give us a test drive, we've changed.

        "Drive @ Earth"? Where else would I drive? Mars?
        • 6 Years Ago
        Well, Ford's old slogan, Bold Moves, for one.

        Seriously! How bold is/was ford anyways? Their first "bold" car would probably have to be the Flex. And it's the first ford that I think is out there that I think I really like.

        Bring out more Flexual Eruptions Ford!!! :)
      • 6 Years Ago
      This is groundbreaking!

      Mitsu is obviously developing a car that moves in 3-dimensions.

      My car only has 'forward' and 'reverse' gears. They are way ahead of the competition by adding a 'down' gear. Which is what I would do first, since you can't Drive@Sun without then being able to Drive@Earth.
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