Mitsubishi Motors Thailand Marks 65 Years With New Brand Ambassador

Mitsubishi Motors celebrates 65 years of operations in Thailand and unveils a new brand direction called "Enjoy The Ride," introducing "Mitsuru" as the brand ambassador to encourage Thais to enjoy life on every journey.

Chief Executive Officer Ryoichi Inaba said, "On the occasion of Mitsubishi Motors' 65th anniversary in Thailand, we thank our customers, business partners, dealer networks, and all employees who have been part of our journey over six decades and have been instrumental in our continuous development. What Mitsubishi Motors is proud of is not only delivering high-quality vehicles that meet every lifestyle or providing excellent service, but also the trust and confidence from our customers, as well as our contribution to job creation and driving Thailand's automotive industry and economy.

"Trust and support from all sectors have been the driving force enabling us to step into a new chapter under the concept 'Enjoy The Ride' because we believe that the role of automobiles today has changed alongside people. They are not merely vehicles for transportation, but part of life at every important moment, whether it be work, spending time with family, or creating new memories.

"Therefore, we aim to be more than just a car manufacturer, but a brand that helps people live more fully through automobiles that combine Japanese engineering expertise with deep understanding of diverse road conditions and user needs. We deliver travel experiences filled with confidence, joy, and meaning. With 'Mitsuru' as our new brand ambassador, we convey the power of fun, vibrancy, and inspiration to invite everyone to discover the meaning of travel and enjoy life in their own way."

Since 1961, Mitsubishi Motors has stood alongside Thailand as a trusted Japanese automotive brand. The company's core philosophy centers on customers, guided by "KOE" (listening to customer voices) and "KANDO" (creating impressions across all products and services). This foundation has enabled 65 years of continuous growth, making Mitsubishi Motors one of Thailand's leading automakers and a crucial global production hub, with over 7 million cumulative vehicles produced and over 5 million Thai-made vehicles exported to more than 120 countries worldwide.

With a vision to enhance every dimension of people's lives, Mitsubishi Motors Thailand develops high-quality vehicles offering strength, durability, safety, and confidence for diverse travel needs under the "Expert in Any Road Condition" design philosophy. The company blends Japanese engineering standards with deep understanding of Thai users' behavior and needs through close collaboration between research and development teams of both countries. For example, the Mitsubishi Xforce HEV underwent over 100,000 kilometers of test drives on various Thai road conditions to perfectly fine-tune the vehicle for real-world use.