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Mitsubishi Motors N.A. Reveals Redesigned Website Combining Style and Usability to Create the Ultimate Online Car Shopping Experience


September 2006
 Filed under: MITSUBISHI Car News | MITSUBISHI Headlines
LOS ANGELES, Sept. 26 /PRNewswire/ -- Mitsubishi Motors North America, Inc. (MMNA) today announced the unveiling of its newly redesigned www.mitsubishicars.com. This highly engaging, visually rich website marks a dramatic leap forward in terms of Mitsubishi's online consumer experience.
The new site is replete with strong styling and design elements and easy-to-navigate research and purchase paths. At Mitsubishicars.com, the car takes center stage.

The site offers improved speed, navigation and easier to access information, as well as an emphasis on vehicle appearance, features and performance. Consumers are offered several choices to customize their vehicles and price them out online, as well as the opportunity to obtain a trade-in appraisal via Intelliprice(TM), an independent and objective appraisal system of used vehicle values. The site will also direct consumers to local dealers when they are ready to buy.

The new website technology architecture consists of several clusters of IBM Websphere Application Servers, Microsoft SQL Server 2005 database servers and multiple integration points with several third party vendors, providing real-time lead management for Mitsubishi's extensive dealer network.

The site's new architecture can support more than five times the amount of both traffic volume and data speed than the previous web site. Shortly after going live, the site received over 1,000 electronic "e-leads" and several hundred product brochure requests.

"Our new web site creates a much more dynamic experience for consumers who are looking to buy their next vehicle from Mitsubishi Motors," said Rich Donnelson, director, Relationship Marketing Mitsubishi Motors North America. "The intuitive, interactive tools on the site will help visitors learn about our products in several ways including matching our product attributes with their primary buying motivations like performance, safety, appearance and comfort. This is all achieved through an engaging and visually appealing platform."

"Through our research, we have found that more and more people are turning to the Web to find and purchase vehicles," said Jun Asami, vice president, Marketing, MMNA. "Just last year 67 percent of new car buyers used the internet in their shopping process. We hope to utilize statistics like these and make our web site turn more online visitors into Mitsubishi owners."

Organic, MMNA's digital marketing agency, spent close to seven months designing the web site in close conjunction with the MMNA marketing team. After extensive usability research and information from a recent JD Power Website Evaluation Study, the teams focused on capturing visitors' imaginations through powerful and arresting images of the vehicles and on making a concentrated effort to obtain and provide potential customer leads to dealers.

"Customers today demand -- and are only truly engaged by -- the authentic and the new," said Ray Atkin, group director, Engagement Management, Organic. "Brands stand apart by offering something unique and memorable, which is what we believe we have accomplished with the new Mitsubishi Motors site. It offers visitors a fresh view of an esteemed company that offers fun and exciting vehicles."

The new design will be consistent with the upcoming Outlander micro-site launch which is scheduled for early October.

About Mitsubishi Motors North America

Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing and research and development operations of the Mitsubishi Motors Corporation in the United States. Mitsubishi Motors sells coupes, convertibles, sedans, a mid-size pickup truck and sport utility vehicles through a network of approximately 540 dealers.

About Organic, Inc.

Organic is a digital marketing agency that designs and builds exceptional interactive experiences for leading companies to drive brand awareness and more profitable customer relationships. Founded in 1993, Organic has offices in Detroit, Los Angeles, New York, San Francisco, and Toronto. Advertising Age recently named Organic a top ten interactive agency. To learn more about Organic, please visit www.organic.com or read our blog at http://threeminds.organic.com/ .

Organic, Inc. is a part of Omnicom Group Inc. (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Source: Mitsubishi Motors North America, Inc.

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