Statement of the jury
2013: a low point for MITSUBISHI MOTORS. Only 21,141 vehicles had been sold at the time of the Emil Frey Group’s acquisition of the distribution rights. In close cooperation with trading partners, Mitsubishi relies on the pillars of trusting cooperation and 100 % focus on its customers, impressively demonstrating how consistent brand management can preserve a company’s tradition and values and lay the foundations for sustainable growth and a successful future, even in difficult market conditions. An impressive success story, in the jury’s opinion. The »Appreciating the essentials« slogan is in the brand’s DNA, and true to this its PR work focuses on the core areas of electromobility, four-wheel drive, SUVs and special models. The success of this has been clear: Within a few years, sales have doubled, without a doubling of the advertising budget. Instead, the company relies on a rigorous focus on its core brand and an extensive involvement of its dealership partners, as brand ambassadors, convey the brand’s values to the outside world. With consistency and determination, Mitsubishi has achieved a masterpiece. The company shows how an unmistakable brand presence and consistent communication can help a company on its way to achieving its entrepreneurial goals and thus deserves its award as »Brand of the Year« in the top class of the Automotive Brand Contest. Congratulations, Mitsubishi!