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Mitsubishi rebrands as “J.Cool”

on May 23, 2005 by Martina Comments

Mitsubishi Motors debuts this week in the United States with an advertising campaign to promote its new Eclipse sport coupe and present its a fresh look for its brand. The company’s new tagline is “Driven to thrill” which is designed to communicate to consumers that Mitsubishi is a company that is “driven to thrill” in every aspect — from its engineering, to its product design, to its people. Mitsubishi tries to reposition itself as a “J.Cool” (Japanese Cool) brand, following the cultural phenomena currently engaging young Americans.

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