Reflecting Mitsubishi Motors corporate philosophy of delivering "the utmost driving pleasure and safety," the "Kuruma zukuri no genten e" (meaning "Pursuing the Origins of Car Engineering" in English. The English phrase will not be used in the company's marketing efforts) corporate slogan promises customers that the company is firmly committed to car building activities that treasure the qualities traditionally associated with the Mitsubishi Motors brand.

As used in the phrase, "genten", or "origins", refers to: (1) As a member of society, contributing by placing customers first; (2) Affirming the car building strengths Mitsubishi Motors has cultivated over the years and the qualities that identify the Mitsubishi Motors brand.

The new corporate slogan will spur Mitsubishi Motors: (1) To continue building cars that deliver outstanding on and off-road performance, which is the essential appeal of the automobile, and continue car building activities that realize levels of safety, reliability and durability that inspire confidence in and encourage customers to use Mitsubishi brand cars; (2) To continue addressing environmental challenges with full sincerity.

The new corporate slogan was chosen after the company invited all employees to submit suggestions, which totaled 1,126 entries, as a way of conveying through their actions their determination to honor the above stated promise to the customer.

The winning corporate slogan does not point to some regressive longing for the past. Rather it refers to the commitment by every employee of giving careful and thorough consideration to what customers are really seeking in their car purchases and then supplying cars and service that surpass customer expectations, while at the same time retaining the superior qualities and assets that identify and characterize car development and manufacturing at Mitsubishi Motors.

The Outlander SUV and i next-generation minicar, to be launched in October and January respectively, will be the first Mitsubishi Motors products to embody the spirit and principles advocated in "Kuruma zukuri no genten e." The corporate slogan will also serve as the theme for the Tokyo Motor Show where the company will be exhibiting concept cars and near-future technologies.

"Kuruma zukuri no genten e": Selection process

The new corporate slogan was selected in an in-house competition. 1,126 employees submitted entries that went through a selection process including steps such as in-house polling. Six finalists then went into the final selection stage. Finally, "Kuruma zukuri no genten e" was chosen by a judging panel including company president Osamu Masuko.

Comment by Osamu Masuko, president of Mitsubishi Motors Corporation

"Genten", or "origins", is not used here in the sense of wanting to return to the past. Rather, it conveys the company's firm resolve to engage in car building activities that treasure the qualities traditionally associated with the Mitsubishi Motors brand and also represents our corporate ideals of "driving pleasure" and "safety." I hope that each and every one of us at Mitsubishi Motors is able through his and her actions to convey to the customer the resolve reflected in the new corporate slogan.