2
02.04
Brand Research
Market Research
Mitsubishi Motors will utilize innovations from is various sister companies to create a contender in the EV market. To address the issues “weakness” in Mitsubishi’s EV, the redesign Reach will move from a subcompact/minicar to the compact/midsize EV. The larger body will allow for more passenger room and a larger battery. The larger battery is paired with Mitsubishi’s new 60kW EV motor (previous motor at 49kW) that is reduced in size and allow for efficent cooling. The body of the EV is coated with Mitsubishi’s flexible solar-cells, making the surface of the EV a regenerative charging system with regenerative braking. These changes will address it’s weakness and threats but the brand needs to be overhauled to draw in the target audience of current and potential EV owners from ages 25-55. The rebranding will educate consumers of the Reach to draw in current EV owners and the new “look and feel” will create an allure to attract potential EV owners as well as differentiate itself from the competition. The design will be a marriage of nature and urban aesthics to create a unique image.
NEW MITSUBISHI REACH
14
RANGE
142
MPGe
202