Mitsubishi’s Kimberly Ito on how a challenger brand punches above its weight

Kimberly Ito has a good idea of who wants to buy the Mitsubishi Outlander Trail Edition. It’s someone who’s into adventure. Not necessarily the kind defined by rugged off-road trails in the American West, but rather, it’s more about an adventurous mindset, even in the every day.

All this came from understanding the audience for the challenger brand’s newest vehicle, the CMO of Mitsubishi Motors tells The Big Impression. For this customer, “success was pursuing personal growth, having the freedom to disconnect and having a nice balance between work, life and well-being. And that was the consumer insight that we really wanted to sink our teeth into,” Ito says.

As a marketer working with smaller teams and smaller budgets, Ito relies on precision. Digital-first strategies, connected TV and targeted local activations delivered major impact, including 600% growth in search traffic and significant sales lifts in key markets. And through it all, she keeps Mitsubishi’s promise clear: “We will always stand for quality, dependability, reliability and value.”

Recently named one of Automotive News’ 100 Leading Women in the North American Auto Industry, Ito is focused on shaping what Mitsubishi becomes next by balancing day-to-day performance with long-term innovation.