Whereas many Japanese car marques have had US spokespeople—David Leisure as Joe Isuzu comes to mind—Mitsubishi has never had one, till now.
The embattled car maker, who wound up under the Renault Nissan Mitsubishi alliance after a fuel economy scandal, is steadily trying to win customers back with a steady stream of vehicles based on partner tech. And appointing a trusted name like actor–director Rashida Jones could go some way to restoring faith.
Mitsubishi had already been offering, confidently, its 10-year or 100,000-mile powertrain limited warranty and roadside assistance to US customers, but adds a two-year or 30,000-mile limited maintenance-included programme that includes three oil changes, three tyre rotations, and one cabin air filter for customers of 2024 model year vehicles (conditions apply).
Jones was chosen for her ‘unique blend of humour, authenticity and relatability,’ said the company.
‘She is witty, likeable 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,’ said Mitsubishi Motors North America’s vice-president of marketing Kim Ito.
Mitsubishi’s North American marketing plan includes broadcast and connected TV platforms, paid search and social media, and programmatic advertising during NFL and NCAA events.
Above: The Mitsubishi Outlander plug-in hybrid.
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