Mitsubishi Motors Corporation has created a new corporate slogan for Japan and has started using it in television commercials and other domestic advertising last September 30.
The "Kuruma zukuri no genten e" means "pursuing the origins of car engineering" which reflects Mitsubishi Motors’ corporate philosophy of delivering "the utmost driving pleasure and safety."
The corporate slogan promises customers that the company is firmly committed to car building activities that treasure the qualities traditionally associated with the Mitsubishi Motors brand.
As used in the phrase, "genten", or "origins", it affirms the car building strengths that Mitsubishi Motors has cultivated over the years and the qualities that identify the brand.
The new corporate slogan reflects the company’s commitment to continue building cars that deliver outstanding on and off-road performance.
The new corporate slogan was chosen after the company invited all employees to submit suggestions, which totaled 1,126 entries.
The winning slogan also refers to the commitment of every employee to give careful consideration to what customers are seeking in their car purchases, and then supplying cars and services that surpass customer expectations, while at the same time retaining the superior qualities and assets that identify and characterize car development and manufacturing at Mitsubishi Motors.
The new mid-sized SUV and i next-generation minicar, to be launched in October and January respectively, will be the first Mitsubishi Motors products to embody the spirit and principles advocated in "Kuruma zukuri no genten e."
The corporate slogan will also serve as the theme for the Tokyo Motor Show where the company will be exhibiting concept cars and near-future technologies.
