Mitsubishi Motors Thailand Launches “MITSURU” to Refresh Its Brand Image in Celebration of 65 Years in Thailand, Connecting the “Enjoy The Ride” Concept with Thai Customers Across All Generations Enjoy Every Chat! Download the FREE "Enjoy The Ride with Mitsuru!" LINE Sticker Set Today – August 26

Bangkok – August 6, 2026: Mitsubishi Motors (Thailand) Co., Ltd. launches “MITSURU”, its new brand ambassador, to refresh its brand image as the company celebrates 65 years of operations in Thailand. Representing the “Enjoy The Ride” concept, MITSURU embodies Mitsubishi Motors’ vision of being “a brand that helps elevate and enrich lives.” By connecting with people in a more modern
and approachable way, MITSURU helps communicate the brand's stories, products, technologies,and customer experiences, while conveying a spirit of fun and inspiration to every generation. Bringing the character even closer to customers, the company also launches the exclusive “Enjoy The Ride with Mitsuru!” LINE sticker set, bringing joy to every conversation.

 

MITSURU is portrayed as “The Energetic Boy,” who radiates positivity, loves travelling, enjoys adventure, and is always eager to embrace new experiences. The name MITSURU is derived from the combination of “MITSU,” taken from “Mitsubishi,” a brand that Thais know well and immediately associate with familiarity and the brand itself, and “RU,” a Japanese-style suffix that conveys a sense of reliability and completeness. Together, “MITSURU” forms a name that is easy to pronounce and remember, blending Mitsubishi’s identity, Japanese heritage, and strong familiarity among Thai consumers. Although MITSURU originated in Japan, he has grown up and lives in Thailand, giving him a deep understanding of Thai people, culture, and lifestyle. In many ways, he reflects Mitsubishi Motors itself,
a brand that has grown alongside Thai society and earned the trust of Thai customers for more than
65 years.

 

To represent the experiences customers can expect from Mitsubishi Motors—from lifestyle and driving to technology and after-sales service—MITSURU has been designed with four distinct character personas. The first is Master, MITSURU's original character, who inspires confidence and encourages everyone to “Enjoy The Ride.” This is followed by Motorsport, a character that reinforces Mitsubishi Motors' adventurous DNA, determination, and the courage to push beyond every limit,
embodied in the racing suit of Team Mitsubishi Ralliart, winner of both Overall Champion and Team Champion at the Asia Cross Country Rally 2025.

 

Next is HEV, featuring a blue-themed design inspired by the MITSUBISHI e:MOTION concept, which integrates three key driving technologies: the Full Hybrid system, 7 Drive Mode, and Active Yaw Control (AYC). These technologies are key highlights of Mitsubishi Motors’ hybrid lineup, including the MITSUBISHI XFORCE HEV and MITSUBISHI XPANDER HEV and XPANDER CROSS HEV. Completing the lineup is AFS (After-Sales Service), a professional technician persona dedicated to providing attentive, sincere, and meticulous customer care. Embodying the Japanese spirit of service, or Omotenashi (おもてなし), this persona represents Mitsubishi Motors’ commitment to delivering exceptional service through its nationwide network of more than 180 dealerships, ensuring customers enjoy peace of mind andan outstanding ownership experience throughout their journey.

 

MITSURU will serve as the representative character for communicating the stories of Mitsubishi Motors Thailand across digital platforms, marketing campaigns, and a wide range of brand experiences. Through MITSURU, the company aims to deliver confident and enjoyable mobility experiences that enable people to embrace life to the fullest through the spirit of “Enjoy The Ride.”

 

Bring more joy to every chat with MITSURU through the exclusive “Enjoy The Ride with Mitsuru!” LINE sticker set. Simply add the LINE Official Account: @MitsubishiMotorsTh, or visit https://mmth.site/4w29tZS, then download the sticker set for free at https://line.me/S/sticker/37641 from today until August 26, 2026.

 

FAQs

 

Q: Who is MITSURU?
A: MITSURU is the new brand ambassador of Mitsubishi Motors Thailand.

Q: How was MITSURU created?
A: MITSURU was created to refresh Mitsubishi Motors’ brand image and make it more modern and approachable under the concept “Enjoy The Ride,” marking the company’s 65th anniversary of operations in Thailand.

Q: How many MITSURU characters are there?
A: MITSURU features four distinct characters: Master, Motorsport, HEV, and AFS (After-Sales Service).

Q: How can the “Enjoy The Ride with Mitsuru!” LINE stickers be downloaded?

A: Add Mitsubishi Motors Thailand’s LINE Official Account @MitsubishiMotorsTh, or via the website https://mmth.site/4w29tZS. Then visit the website  https://line.me/S/sticker/37641 to download the sticker set for free. The stickers are available from now until 26 August 2026.

 

#MitsubishiMotorsThailand #Mitsuru #NewBrandAmbassador #EnjoytheRide

About Mitsubishi Motors Thailand (MMTh)

Mitsubishi Motors (Thailand) Co., Ltd., the largest facility in the MMC group and an export hub to more than 120 countries, is one of Thailand’s leading automotive companies committed to produce and sell a range of vehicles that are eco-friendly, high in quality, performance, safety, comfort, technology, and customer satisfaction. In 2018, MMTh officially opened the Education Academy in Pathum Thani. At the beginning of 2024, the company celebrated a total production of seven million units. MMTh’s current range of vehicles includes the MITSUBISHI TRITON, MITSUBISHI PAJERO SPORT, MITSUBISHI ATTRAGE, MITSUBISHI MIRAGE, MITSUBISHI XPANDER HEV, and MITSUBISHI XPANDER CROSS HEV. And most recently, MMTh underlined its leadership in HEVs with the debut of the ALL-NEW MITSUBISHI XFORCE HEV to the Thai market for the first time, reaffirming its leadership in full-hybrid vehicles. To ensure the highest quality, MMTh uses its proving ground in Si Racha, Chonburi, to assess products from design to product development stages to ensure customers take delivery of vehicles that are second-to-none in all aspects of quality.

 

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