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Mitsubishi’s Mirage lands award trifecta

Three different authorities have awarded Mitsubishi’s Mirage 5-door hatchback for its outstanding economy and efficiency.

Light business car of the year

Leading business magazine NZ Company Vehicle has chosen Mitsubishi Mirage as its 2013 “light business car of the year”.

Each year the magazine’s editorial team test-drives vehicles in eight business-purpose categories, then “seriously debates” their merits. The winners, they say, represent the best of the best in terms of design, ability, value for money and fitness for purpose.

“Mirage appealed for many reasons” said managing editor John Oxley. “It’s nimble and easy to park, with a fun-to-drive character. Mirage offers business buyers a well-priced, well-specified light car that adds safety and economy to compact car versatility”.

Mitsubishi’s head of sales and marketing strategy Daniel Cook said: “The magazine’s selection process is extremely robust, and businesses will take careful note, as will private buyers who are likely to be looking for similar benefits”.
 
Company Vehicle’s recognition completes a 2013 trifecta of awards for Mirage.

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Mitsubishi heads key categories in Government fleet-vehicle review

When a typical car buyer starts to think about getting some new wheels, he or she might shortlist two or three brands and perhaps half a dozen models.

If you happen to be the Government, controlling the country’s biggest fleet, you scour the market from end to end, scrutinising over 500 vehicles and collating hard facts and proven data on safety, environmental impact, fitness for purpose, warranty and, crucially, total cost of ownership or TCO.

Doing the hard yards to make best use of taxpayer dollars is the cross-department “All of Government” (AoG) team of procurement experts. Their latest review is just out, and Mitsubishi models figure strongly.

The report says Mitsubishi is its first-choice vehicle in 13 significant categories, based on its lowest TCO (calculated over five years/100,000km).

Mitsubishi’s category leaders are:  Mirage LS, Lancer LS sedan, ASX LS 2WD & 4WD diesel, Outlander LS 2.4 and VR diesel, Pajero GLS, and Triton, which heads six utility clases.

 “The AoG’s review amounts to a solid endorsement of Mitsubishi’s vehicles”, says national fleet sales manager Tony Johnston. “Not only the quality and value of both passenger and commercial ranges, but also our industry-leading 10/5 Diamond Advantage warranty and the strength of the Mitsubishi dealer network.”

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Mitsubishi Mirage advertising campaign wins top award

Mitsubishi Motors NZ (MMNZ) has been awarded the advertising industry’s most prestigious gong – an Effie – for its ‘Let’s Do It All Again’ Mirage campaign.

The Effie Awards honour creative achievement in meeting or exceeding advertising objectives; this is the first time MMNZ has received one of these awards.

MMNZ Marketing Manager Reece Congdon said: “We are very proud of how a relatively simple concept, devised in-house and executed on a very modest budget, has succeeded in engaging the public and has now been recognised by the Effie judges.

“Mirage has always had a special place in Kiwi hearts and we wanted to reconnect with that through this campaign.

“The new Mirage offers exceptional value for money with superb fuel economy – delivering that message on the back of a humorous throwback to the eighties seems to have struck a real chord.”

Since the new Mirage launch in February this year, sales have averaged more than 100 units a month, the MMNZ website has received the three highest months of traffic in its history and the television ads have been viewed by over 350,000 Kiwis on YouTube, Facebook and Twitter.

Introduced by the New York American Marketing Association in 1968, the Effie Awards are recognised by advertisers and agencies as the top honours in the advertising industry and are held in 25 countries. It is the only award that honours creative achievement in meeting and exceeding advertising objectives.

Effie Award winners combine all the disciplines of successful marketing programme: planning, market research, media, creative and account management and demonstrate a partnership between agency and client in the creation, management and building of a brand.

The Mirage ‘Let’s Do It All Again’ campaign was devised by MMNZ and developed in collaboration with Clemenger BBDO in Wellington.

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Mitsubishi’s Customers Get the Best Care

Mitsubishi vehicle owners received the best customer care in the country over the past 12-months, of any business with a call centre of less than 50 staff. 

The Porirua-based team headed off DB Breweries, Marley NZ and Yellow to scoop top prize at the 2013 CRM Consulting Call Centre Awards, with an effort MMNZ customer care manager Haig Davidson puts down to “passionate, knowledgeable staff, who genuinely care about every enquiry they receive”.

“We’ve got a great team, who are 100% committed to delivering on Mitsubishi Motors’ goal of making every customer feel valued and proud of their decision to buy one of our vehicles.

“The nature of the calls we take means we can’t just refer to a script, we have to listen to the caller, understand their enquiry and provide the best possible outcome or next step. Our callers really appreciate that and the fact that we’re locally based.

“Most call centres have an 80/20 service target; ours is 90/10, meaning we aim to answer 90% of calls within ten seconds. At the moment, we’re achieving 96%, which we’re very pleased about.”

While Haig puts the success down to his brilliant team, his manager, head of sales and marketing strategy Daniel Cook, says Haig’s influence and focus have ensured that the team loves coming to work and are all exceptional at their jobs.

“Haig does a lot of work to incentivise and train the customer care centre team. His staff retention is excellent and he has built a positive and rewarding environment, which obviously pays dividends. This award is testament to that,” said Mr Cook.

MMNZ  has long been a high achiever at the Call Centre Awards, in 2011 and 2012 they clinched the travel and transport sector honour and came third place in the under 50 staff category in 2012.

Organised by CRM Consulting, the awards have been running since 1997. This year’s winners were selected from 90 call centres across 16 different industries, based on analysis of extensive surveys and mystery shopping results.

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Legendary GSR name back in new Lancer line-up

Mitsubishi’s GSR namebadge has an illustrious history.

It was the 1973 launch of the very first Lancer range that hurtled the name into the limelight, as the sporty (yet only 1600cc) GSR model laid the foundations of Mitsubishi’s legendary motorsport success with multiple wins in the Safari and Southern Cross rallies.

Forty years on, the name that stood for performance and style is back.

Unlike its long-ago forerunners, the 2014 Lancer GSR comes in hatchback style as well as sedan. Both sport smart, chrome-accented sports body kits and definitive 5-spoke 16” alloys. Both wear a sharp promotional price of $25,990, compared with their $32,990 recommended retail price.

“Lancer’s clean, classic good looks have won the car a lot of friends”, says Mitsubishi’s head of sales and marketing strategy Daniel Cook. “The new GSR is poised to go a step further, keeping faith with the lines while adding a distinctive sporty look borrowed from its motorsport history. It’s expected to gain plenty of momentum on today’s streets”.

GSR is a synonym for great driving and there’s plenty to be had with its 2-litre MIVEC engine and advanced sports mode-equipped 6-speed CVT transmission, delivering 115 very lively kilowatts of power.

Plus, of course, all the “mod cons” such as 6-inch touch screen audio, reversing camera and auto air, with audio and Bluetooth both fingertip-controlled from the leather-covered steering wheel.

And while GSR suggests performance, the SEi model (also either sedan or hatchback) continues to emphasize “refinement”. Not to mention exceptional value, at a $29,990 promotional price, way below its $36,990 rrp.

The entry level Lancer – now called LS - also gets a boost in features. There’s nothing basic about it. It’s brimming with the essentials you’d expect: 7 airbags, cruise control, air conditioning, Bluetooth connectivity and a sound system with USB and MP3 compatibility,

All Lancers - LS, GSR and SEi - have 5 star ANCAP safety rating, thanks to 7 airbags, Mitsubishi’s RISE monocoque body design and an array of active and passive safety systems.
They also share 7.3L/100km fuel efficiency and low 170g/km CO2 emissions.

Every car in the Lancer range comes with what Mitsubishi says is New Zealand’s best new car warranty and customer care - Diamond Advantage, offering the original owner up to five years new vehicle warranty and up to ten years driveline warranty.

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