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In the request for proposals in Mitsubishi Motors North America’s creative review, the carmaker indicates that it’s key for the selected agency to help Mitsubishi determine exactly what the brand stands for and why that matters to its core target.
But given Mitsubishi’s history of struggles in the U.S., one car industry analyst believes it may be too little, too late for the self-described “tiny player in a highly competitive marketplace.”
In reference to the brand goals articulated in the RFP, Car Concepts’ Todd Turner said: “Sorry, if you haven’t established that in 30 years, you never will.”
Indeed, the challenges facing Mitsubishi’s next creative agency are formidable, chief among them “low product familiarity, which leads to poor buying consideration,” the RFP states.
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