Mitsubishi Motors had a brand image as diverse as their range of vehicles. From being the farmers’ favourite 4×4 in one market to being perceived as the pensioner’s choice in another, it was clear consumers were as muddled as the range of messages they were presented with. One thing was consistent though, the brand was always an unconventional choice. ‘Take a different road’ encapsulated this perfectly and ran across Europe and for over 10 years in the UK – almost as long as your average Pajero / Shogun.
CW: Dan Mawdesley. Photography: Carl Lyttle.