Podcast Summary: The Big Impression

Episode: Mitsubishi’s Kimberly Ito on how a challenger brand punches above its weight
Host: The Current (Damian Fowler & Ilyse Liffreing)
Guest: Kimberly Ito, Vice President and Chief Marketing Officer, Mitsubishi Motors North America
Date: December 10, 2025

Episode Overview

This episode features Kimberly Ito, CMO of Mitsubishi Motors North America, discussing the company’s new campaign for the Outlander Trail Edition. The conversation centers on how Mitsubishi, as a challenger automotive brand in the US, leverages creative storytelling, consumer insights, and agile digital strategies to effectively compete in a crowded market. Listeners gain an inside perspective on campaign development, lessons from recent launches, and Mitsubishi’s approach to customer experience, innovation, and culture.

Key Discussion Points & Insights

1. Mitsubishi’s Challenger Brand Strategy

• Brand Positioning: Mitsubishi is well-known globally, but in the US market, they're a challenger brand requiring a clear, distinctive strategy focused on value, capability, and adventure.

  “With any challenger brand, it’s so important to have a clearly defined brand strategy…those themes are value, capability, and adventure.” — Kimberly Ito [01:11]

• Product Differentiation: The core Outlander is positioned on value and quality, while the Trail Edition is rugged, appealing to those with active lifestyles seeking personal growth and new definitions of success.

2. Rethinking Adventure & Consumer Insights

• Cultural Shift: The idea of adventure for the Trail Edition’s audience goes beyond traditional off-roading. It’s about personal fulfillment, well-being, and redefining success.

  “…adventure to this audience meant much more than driving on unpaved roads. To them, adventure was living this fulfilling life and success was being redefined.” — Kimberly Ito [02:55]

• Emotional Connection: Campaign storytelling focuses on ‘quiet confidence’ and authentic humanity rather than clichés. The talent in the ads represents Mitsubishi’s customer base: “trusted friends.”

  “…they’re not necessarily the life of the party, but they're that trusted friend you go to for advice.” — Kimberly Ito [04:13]

3. Creative Approach & Music Integration

• Unique Music: For emotional resonance, Mitsubishi invested in a bespoke music track for the campaign, moving away from typical voice-overs and hard-sell features.

  “We don’t have voiceover in the spot…It’s just this visceral drumbeat of the music along with the talent to help tell that emotional story.” — Kimberly Ito [05:39]

4. Digital-First, Strategic Channel Activation

• Agile Marketing: With smaller budgets and teams, Mitsubishi must prioritize ROI and efficiency.

  “Every dollar that we spend has to have a return; every impression counts for us.” — Kimberly Ito [06:52]

• Connected TV & Geotargeting: Heavy focus on connected TV and geo-targeted digital channels enables Mitsubishi to scale selectively and reach niche, ‘outdoorsy’ audiences in key conquest markets.

  “…we looked at the US and identified conquest markets… and focused our digital efforts in those areas.” — Kimberly Ito [07:41]

5. The Longer Consideration Cycle & Customer Journey

• Purchase Journey Doubling: Economic headwinds have doubled the typical 45-day vehicle purchase window, increasing the importance of ongoing brand engagement and research.

  “…with the current market conditions…we’ve seen that purchase journey double.” — Kimberly Ito [08:47]

• Opportunity for Challenger Brands: As consumer research expands and brand loyalty declines, Mitsubishi capitalizes by highlighting its value, industry-leading warranty, included maintenance, and affordability.
• Omotenashi Principle: Customer experience is central; inspired by the Japanese concept of omotenashi (hospitality), Mitsubishi aims to exceed consumer expectations at every touchpoint.

  “You always want to anticipate the needs of others, whether you’re welcoming them into your home, into your brand, into your showrooms, even into your vehicles.” — Kimberly Ito [10:48]

6. Campaign Results & Measurement

• Promising Metrics: Early campaign success is shown by:
  • Website engagement up 36%
  • Search traffic up 600%
  • A 56% sales lift in targeted geographies
  • Best-in-class Google campaign awareness lift

  “…in those key markets, we are seeing a 56% sales lift. And while awareness and interest is good, sales are always fantastic.” — Kimberly Ito [12:10]

• Consumer Behavior Insights: Users displayed strong intent, quickly asking where to find and customize the Trail Edition.
• Attribution: With select partners, full-funnel attribution is possible, validating connected TV’s contribution to lower-funnel actions.

7. Mitsubishi’s Role in Culture & Innovation

• Core Values & Growth Roadmap: Mitsubishi remains committed to quality, dependability, reliability, and value. Their 5-year “Momentum 2030” plan includes expanding the dealer network, vehicle lineup (including electrification), and leading innovation in digital marketing.
• Business Mindset: The company approaches operations via:
  • Efficient business running
  • Change-focused, innovative thinking

  “…we have to be more clever and nimble than others to make an impact.” — Kimberly Ito [15:43]

8. Embracing Artificial Intelligence

• AI Task Force: Mitsubishi created an internal task force to stay current on AI advancements and educate both company staff and dealer partners.

  “…building an internal AI task force…as well as educating our dealer partners on how to use AI to go to market.” — Kimberly Ito [16:58]

Notable Quotes & Memorable Moments

• On Brand Narrative:

  “There had to be this emotional connection there. And so we focused on humanity for the campaign work.”
  — Kimberly Ito [04:00]

• On Value Proposition:

  “We have a 10-year industry-leading warranty…three SUVs starting at under $30,000. If you’re shopping for a practical car purchase…and you come upon Mitsubishi, we really are a smart car choice for consumers.”
  — Kimberly Ito [09:50]

• On Inclusion:

  “More women in leadership roles.”
  — Kimberly Ito, on what’s missing from marketing [17:29]

• Brand Shoutout:

  “There is a brand called Covree. It is female founded, Asian American owned…”
  — Kimberly Ito [17:43]

• On Driving:

  “So much life happens in my car…The 10-minute commute that I have from home to the office, that is my solace…It’s not always about the destination. It’s the journey that gets you there.”
  — Kimberly Ito [19:04]

Timestamps for Key Segments

• Mitsubishi’s Challenger Position: 01:06–02:53
• Consumer Insights & Campaign Philosophy: 02:53–05:03
• Creative Direction & Music: 05:04–06:08
• Digital Strategy Discussion: 06:43–08:01
• Customer Journey & Omotenashi: 08:33–11:14
• Campaign Results: 11:39–12:31
• Consumer Behavior & Attribution: 12:53–14:41
• Future Vision (Momentum 2030, Innovation): 15:00–16:20
• AI in Marketing: 16:31–16:58
• Quickfire/Hot Seat Questions: 17:18–19:45

Conclusion

Kimberly Ito provides a candid, insightful look into how Mitsubishi leverages its challenger status with creativity, digital acumen, and a relentless focus on the consumer. Listeners are left with a sense of Mitsubishi’s values-driven marketing and its ambitions to shape both the customer journey and the future of automotive culture in the US.