Mitsubishi Motors

Driving excellence in brand consistency

Mitsubishi Motors UK is the import and distribution arm of the Japanese car and light commercial vehicle manufacturer Mitsubishi in the United Kingdom. Established as a joint venture between Colt Automotive Ltd and Mitsubishi Motors Corporation in 1974, it now supplies 110 dealerships across the UK and achieved over 27,000 new car registrations in 2018.

Andy Minns, Mitsubishi Motors’ Marketing Communications Manager, joined us to share insights into the challenges they faced in managing and distributing marketing materials.

107,000

Page views per year

7,300

Total digital assets

2,400

Artworks created

26,000

Downloads per year

Challenge

With an extensive dealer network and a vast amount of content being created daily, it was difficult for the central brand team at Mitsubishi to ensure brand consistency and compliance. They had no system for managing their assets and content. According to Andy Minns, Marketing Communications Manager at Mitsubishi Motors UK, “Everything was everywhere – a historical backlog of transparencies, slides, images on hard drives, video content, past product brochures and all manner of material saved all over the place”. This made it very difficult for dealer network members to create on-brand communications. They would often use the incorrect fonts, images, and colors because they could not access what they needed when they needed it.

Solution

The Mitsubishi Motors Marketing Portal is the new home for the Mitsubishi Motors brand guidelines, marketing content, and creative production processes. The dealer network uses the Brandworkz system, the internal Mitsubishi team, and over 20 agencies. Mitsubishi dealers now create and order artwork directly from within the Brandworkz system and can track the approval process in real time. For the central Mitsubishi team, they now a bird’s eye view on all marketing content being used by the dealers and can be certain that their brand guidelines are being adhered too.

Increased brand compliance by dealers across the network
Better insights into what materials, content, and assets are being used
Huge efficiency gains in the ordering and creation of new materials
Creative resources freed up to do more creative work

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