10:29 am, March 12, 2014
MITSUBISHI Motors in the UK has committed to an marketing spend of £20m this year to get the brand back on buyers’ shopping lists.
The Japanese company was one of the major sufferers of the 2008 global recession because of poor exchange rates. But now, thanks to improved rates, new products and renewed energy within the brand, Mitsubishi is aiming for the big time.
‘Back in 2008, our margins were hit massively,’ Mitsubishi Motors in the UK managing director Lance Bradley exclusively told Car Dealer Magazine. ‘It meant we couldn’t spend so much on the brand building activities like marketing and customer incentives.
‘This year, however, we are ploughing a lot of money into marketing to support our products and dealers. Our marketing spend is 330 per cent more than last year.’
Bradley said Mitsubishi Motor Company (MMC) is pushing a lot of money towards the UK market as it sees it to be one of the most important in the world. ‘The factory is supporting us and is completely behind our big five-year plans,’ he said.
The £20m marketing spend will be spent on press, poster and online campaigns to boost awareness of the brand. Mitsubishi will be back on TV, too – an area the brand hasn’t been involved in for some years.
