Mitsubishi is planning to drop its name from future vehicles as it’s too cluttered with a lot of vowels. Future models will only feature the company’s three-diamond logo.
Mitsubishi has decided to drop its name from new vehicles in the United States, starting with the 2002 Lancer to be launched later this year, which will only feature the company’s three-diamond logo.
“Aesthetically, it’s a long, cluttered name with a lot of vowels,” Michael Krebs, Mitsubishi Motor Sales of America Inc.’s director of product strategy, said.
“There was some hesitancy because the guy on street may ask, ‘Hey what is that?’ But our research on our badge’s awareness levels says the guy knows the three diamonds are Mitsubishi.”
The change will occur when model redesigns take place, with the entry-level Lancer first in the queue to get the new-look faux-chrome three-diamond logo. But the rest should follow fairly quickly.
“We have been pushing for a couple years to go to something more updated, cleaner and techie,” Krebs said. He said the chrome goes with all colours in the Mitsubishi lineup, while the current red logo didn’t match some colours.
According to Mitsubishi marketing and communications manager Khumbulani Ndebele in the South Africa, there are no plans in the foreseeable future to introduce the new “nameless” cars in this country.