The new tagline acts as a bridge between the company's heritage and its future.
Following yesterdays news of Mitsubishi and PSA Peugeot Citroen starting feasibility study for a long term Electric Vehicle cooperation comes the Japanese marques new company slogan, or tag as they call it.
Mitsubishi will from this summer on promote themselves with 'Drive@Earth', first in Japan only but the rest of the world will follow. Sometime in 2009 Mitsubishi will launch their i MiEV electric car in Japan.
The new slogan intends to convey two messages, firstly that cars connect us the earth. Mitsubishi does that with a proven track record of four-wheel-drive. The second message is the inevitable environmental angle and that no company can function in the long run without a healthy planet to live on.