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While Mitsubishi’s rally heritage gave the brand a performance pedigree, its relevance
remained minor for most SUV buyers. Our approach was to focus on the features
that set Outlander apart from other compact SUVs, and they fell naturally into three
groups: Performance (go), its versatile interior (somewhere), and its class-leading
innovation (new). The resulting piece (“Go somewhere new”) was equally fitting for the
product, the brand, and the target buyer. |
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