Mitsubishi Motors Celebrates 65 Years in Thailand, Unveils New Brand Direction “Enjoy the Ride” and Introduces “MITSURU,” Its New Brand Ambassador, Inviting Thais to Enjoy Every Journey

At a Glance:

• Mitsubishi Motors (Thailand) celebrates its 65th anniversary of operations in Thailand and unveils its new brand direction, "Enjoy The Ride," reinforcing its position as "a brand that helps elevate and enrich lives." The company also introduces "MITSURU" as its new brand ambassador, bringing a spirit of fun, vibrancy, and inspiration.

 

• With customer-centricity at the heart of its operations, guided by the philosophy of "KOE" (声) — listening to the voice of the customer, and "KANDO" (感動) — creating memorable impressions at every touchpoint across all services and products, it serves as an important foundation behind Mitsubishi Motors' continuous growth over the past 65 years. Today, the company stands as one of Thailand's leading automobile manufacturers and a global production base for Mitsubishi Motors, with cumulative vehicle production exceeding 7 million units and more than 5 million vehicles by Thai people exported to over 120 countries worldwide.

 

• Under the product design concept of "Expert in Any Road Condition," vehicles are developed through real-world testing in Thailand — exemplified by the MITSUBISHI XFORCE HEV, which underwent more than 100,000 kilometers of testing. Technical insights gained from the Asia Cross Country Rally (AXCR) have been applied to the development of advanced technologies, including the Super Select 4WD-II four-wheel drive system and the MITSUBISHI e:MOTION concept for hybrid vehicles, which integrates the full hybrid system, 7 Drive Mode, and Active Yaw Control (AYC), alongside customer care delivered in the Japanese spirit of service, or Omotenashi (おもてなし), through its nationwide network of more than 180 dealerships.

 

• The "All-New Mitsubishi Pajero" is scheduled to make its world premiere in the third quarter of this year, continuing the spirit of adventure while delivering travel experiences filled with confidence with the brand's new direction.

 

Bangkok – July 24, 2026: Mitsubishi Motors (Thailand) Co., Ltd. celebrates its 65^th anniversary of operations in Thailand and unveils its new brand direction, “Enjoy The Ride,” reinforcing its position as “a brand that helps elevate and enrich lives” through high-quality vehicles designed for any road condition, expertise in driving performance and advanced technologies, and customer care delivered from the heart. The company also introduces “MITSURU” as its new brand ambassador, bringing the spirit of fun and inspiration to customers of every generation and encouraging them to embrace life to the fullest and enjoy every journey.

 

Mr. Ryoichi Inaba, President and CEO of Mitsubishi Motors (Thailand) Co., Ltd., stated, “On the occasion of our 65^th anniversary of operations in Thailand, we would like to express our sincere appreciation to our customers, business partners, dealer network, and all employees who have been part of our journey spanning more than six decades and have provided important support that has enabled us to continuously improve. Throughout this period, what Mitsubishi Motors takes pride in is not only delivering high-quality vehicles that meet every lifestyle need or providing excellent services, but also the confidence and trust we have received from our customers, as well as our contribution to creating employment opportunities and driving Thailand’s automotive industry and economy.

 

The trust and support from all sectors are key driving forces that enable us to step into a new chapter of the brand under the concept of ‘Enjoy The Ride.’ We believe that the role of automobiles today has evolved alongside people’s lives. They are no longer simply a means of transportation but have become a part of people’s lives in every important moment, whether for work, spending time with family, or going out to create new memories. With this, we aim to become more than just an automaker, but a brand that helps people live life to the fullest through vehicles that combine the brand’s strength in Japanese engineering with a deep understanding of diverse road conditions and user needs. We strive to deliver mobility experiences filled with confidence, happiness, and meaning. Meanwhile, ‘MITSURU,’ the new brand ambassador, serves as a representative to convey the spirit of fun, vibrancy, and inspiration, inviting everyone to discover the meaning behind every journey and enjoy life in their own way.”

 

Since 1961, Mitsubishi Motors has stood alongside Thailand as a Japanese automotive brand that has been recognized and trusted by Thai customers for decades. With customer-centricity at the heart of its operations, guided by the philosophy of “KOE” (声) — listening to the voice of the customer, and “KANDO” (感動) — creating memorable impressions at every touchpoint across all services and products, it serves as an important foundation behind Mitsubishi Motors’ continuous growth over the past 65 years. Today, the company stands as one of Thailand’s leading automobile manufacturers and a global production base for Mitsubishi Motors, with cumulative vehicle production exceeding 7 million units and more than 5 million vehicles produced by Thai people exported to over 120 countries worldwide.

 

With the vision of being a brand that helps fulfill every dimension of people’s lives, Mitsubishi Motors Thailand has been committed to developing high-quality vehicles that deliver strength, durability, safety, and confidence to support diverse lifestyles and journeys, under the product design concept of “Expert in Any Road Condition.” By combining Japanese engineering expertise with a deep understanding of the behaviors and needs of Thai users through close collaboration between the research and development teams in Japan and Thailand. This is exemplified by the MITSUBISHI XFORCE HEV, which underwent more than 100,000 kilometers of testing across all road conditions in Thailand to ensure the vehicle is optimally tuned for real-world driving.

 

This expertise has been proven through the Asia Cross Country Rally (AXCR), which serves as the testing ground for vehicle performance and the ability to tackle challenging terrain. Technical insights gained from this motorsport competition are applied to the development of production vehicles. In addition, the accumulated knowledge from vehicle development and motorsport has been applied to the development of advanced technologies, including Mitsubishi Motors' signature Super Select 4WD-II four-wheel drive system, which delivers superior confidence and control in all road conditions, as well as the MITSUBISHI e:MOTION concept for hybrid vehicles, which integrates the full hybrid system, 7 Drive Mode, and Active Yaw Control (AYC) to enhance the driving experience with greater enjoyment, safety, and comfort Beyond its products, Mitsubishi Motors Thailand also places great importance on delivering the best possible experience to its customers by caring for them with attentiveness, sincerity, and meticulous attention to detail in the Japanese spirit of service, or Omotenashi (おもてなし), through its nationwide network of more than 180 dealerships, providing peace of mind throughout every stage of vehicle ownership. Mitsubishi Motors Thailand will continue to build on its expertise in driving performance and technologies, with a strong commitment to developing products, services, and experiences through the introduction of new vehicles, technologies, and innovations that help elevate and enrich lives. This includes the “All-New Mitsubishi Pajero,” scheduled to make its world premiere in the third quarter of this year, continuing the spirit of adventure while delivering travel experiences filled with confidence, empowering everyone to live life to the fullest through “Enjoy The Ride.”

 

FAQs

Q1: What is "Enjoy The Ride"?
A: Mitsubishi Motors (Thailand)'s new brand direction, reinforcing its position as "a brand that helps elevate and enrich lives" and reflecting its aim to become more than just an automaker — helping people live life to the fullest in every important moment.

 

Q2: Who is "MITSURU"?

A: Mitsubishi Motors' new brand ambassador, representing the spirit of fun, vibrancy, and inspiration, inviting everyone to discover the meaning behind every journey and enjoy life in their own way.

 

Q3: How do the "KOE" and "KANDO" philosophies matter to Mitsubishi Motors?

A: Guided by "KOE" (声) — listening to the voice of the customer — and "KANDO" (感動) — creating memorable impressions across all products and services, these philosophies form the foundation behind the company's continuous growth over 65 years, making it one of Thailand's leading automakers and a global production base, with over 7 million vehicles produced and more than 5 million exported to over 120 countries.

 

Q4: What is "Expert in Any Road Condition"?
A: Mitsubishi Motors' product design concept, combining Japanese engineering expertise with deep understanding of Thai users' needs through close R&D collaboration between Japan and Thailand — exemplified by the MITSUBISHI XFORCE HEV, tested over 100,000 kilometers across Thai roads for optimal real-world performance.

 

Q5: Are there any new vehicle models set to launch soon?
A: Yes, the "All-New Mitsubishi Pajero" is set to make its world premiere in the third quarter of this year, carrying the spirit of adventure with confidence-filled travel experiences.

 

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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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