Mitsubishi Motors Rebrands for 65th Anniversary With 'Enjoy the Ride'

A car may start as a vehicle, but over time it becomes part of people's memories and way of life—from family road trips to school runs, holiday travels, and daily work. For 65 years, Mitsubishi Motors has grown alongside Thai society. Now marking this milestone, the company announces a new role as a "Life Enhancer" under the concept "Enjoy The Ride," while launching "MITSURU," a new brand character reflecting the joy and positive energy of traveling.

As Thailand's auto industry intensifies with new competitors and rapid technology changes, consumers no longer seek just "good cars" but brands that truly understand their lives. Starting from a dealer of three-wheelers and small vehicles 65 years ago, Mitsubishi has become the Mitsubishi Group's largest production and export base outside Japan. To mark this 65th anniversary with distinction, Mitsubishi Motors held a major year-end event titled "Enjoy The Ride" to officially announce the brand's new direction, signaling that henceforth Mitsubishi will not merely be a car manufacturer but a life companion at every stage of Thais' lives.

From Automaker to "Life-Enhancing Brand"

Ryoichi Inaba, President and CEO of Mitsubishi Motors (Thailand) Limited, stated that over six decades, the brand's pride extends beyond delivering high-quality vehicles to include customer trust, job creation, and driving Thailand's automotive industry and economy since 1961. With a philosophy centered on customers—"KOE" (listening to customer voice) and "KANDO" (creating delightful experiences in every detail)—Mitsubishi has become one of Thailand's leading automakers and a key global production base, with cumulative production exceeding 7 million units and exports of over 5 million units to 120 countries worldwide.

Yet amid intensifying competition, new competitors, and rapid technological change, today's consumers seek more than just "good cars"—they want brands that genuinely understand their lives. Mitsubishi has chosen its 65th anniversary to shift from discussing only vehicles to discussing the lives of users, announcing a new identity as a "Life Enhancer" that elevates quality of life across all dimensions—work, family time, and creating new memories.

While modernizing its image to connect more closely with consumers, Mitsubishi remains rooted in the original DNA that built trust: expertise in performance and driving technology, embodied in the concept "Expert in Any Road Condition," proven through over 100,000 kilometers of testing on Thai roads with vehicles like the Mitsubishi Xforce SUV, and drawing on experience from world-class events like the Asia Cross Country Rally (AXCR).