Mitsubishi Motors North America, Inc. (MMNA) is set to launch an advertising campaign this weekend to support its “Mitsubishi Motors Confidence” customer-care program, featuring the acclaimed actress, director, and producer Rashida Jones.
The comprehensive suite of maintenance, warranty, and roadside assistance programs is designed to create a stress-free experience for Mitsubishi vehicle owners. In a historic move, MMNA is collaborating with a brand spokesperson for the first time in its 40-plus-year history in the U.S., and Jones, known for her humor, authenticity, and relatability, will play a pivotal role in conveying Mitsubishi Motors’ distinctive narrative.
Rashida Jones, renowned for her roles in hit shows like “The Office” and “Parks and Recreation,” as well as films like “On the Rocks,” “I Love You, Man,” and “The Social Network,” expressed her excitement about the collaboration. “I am honored to partner with Mitsubishi Motors as their first-ever US brand spokesperson,” said Jones. “The company has an impressive history and is now becoming relevant to a new generation of customers, especially with the Outlander SUV, and I’m excited to be a part of their success.”
Kim Ito, MMNA’s VP of marketing, highlighted the strategic choice of Jones for the campaign. “Rashida was our immediate choice for our first-ever brand-level spokesperson. She is witty, likable and immediately relatable to our customers. Her presence helps us tell our unique story: our vehicles are an approachable, affordable and attainable choice for smart customers.”
The Mitsubishi Motors Confidence program enhances the existing warranty and roadside assistance programs by introducing a Limited Maintenance Included program for 2024 model-year vehicles. This two-year/30,000-mile program covers three oil changes, three tire rotations, and one cabin air filter change. Mitsubishi Motors has been recognized for its award-winning ownership experience, with top rankings in J.D. Power’s 2023 U.S. Customer Service Index (CSI) Study and Reputation’s 2023 Automotive Report. These accolades, combined with the inclusion of maintenance and extended warranties, reflect Mitsubishi Motors’ commitment to exceeding customer expectations throughout their ownership journey.
The marketing plan for Mitsubishi Motors Confidence includes strategic activations across various channels, including broadcast and connected television, paid search, and social media. The brand will leverage its industry-first real-time vehicle configurator for targeted advertising and focus on programmatic advertising during high-profile sporting events like the NFL and NCAA football. The inclusive maintenance program aims to boost return visits for service and encourage repeat purchases, aligning with the brand’s dedication to building trust and delivering outstanding customer service.
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