LEADING CHANGE

Kimberley GardinerVP & Chief Marketing OfficerMitsubishi Motors North America

The Market and our Industry are Changing

Cars not central focus

Shopping/Owning Transformation

Pressure to reduce costs & innovate

Level playing field

Empathetic

Open Minded

Humble

Adaptable

Innovative

Customer Focused

Change Requires New Thinking + New Talent(s)

Growth of alternative

options

Level playing field

Cars not central focus

Reduce costs & innovate

Marketing and Its Role in our Industry is Changing

Transforming Our Marketing Strategy

NEWPLAN

NEWORG &

CULTURE

NEWAUDIENCE

NEWMEDIA

STRATEGY

NEWAGENCYMODEL

Inclusivity + trust + empowerment+ balance

Operationalize collaboration

• New brand strategy

• New program to support dealers

• New innovation track

Highly targeted media

New target audience