Over the past few years, Mitsubishi has quietly evolved its entire range of products, moving away from the cars that had historically made them famous to an entirely new line-up of CUVs. It had become a smaller, more niche player in the automotive industry, selling less than 1% of the new cars sold in the United States every year.

We believed that size could be a strength, not a weakness. The most interesting truth for us, was uncovering such a strong sense of pride in their newfound smallness. In a market filled with monotony and tedious tropes, the curated line-up gave us focus and allowed us to be a breath of fresh air in a stale sea of sameness. When we looked to Mitsubishi owners, we recognized that they already understood the mindset; being niche gave the brand more character and uniqueness. We had the opportunity to give a small, confident group of people a reason to talk about and have confidence in the brand.

We embraced the uncommonness and turned the limited range of models into a limited-edition mindset. Coupled with a fresh, bold yet simple look — the small batch lineup was unique to Mitsubishi but also said something unique about its drivers.