Mitsubishi places blame

There's something about a Mitsubishi vehicle that has a strange effect on its driver – dealers have told stories of seemingly mild-mannered customers taking a Mitsubishi Lancer out for a test drive and later apologizing for their lack of self-control.

This idea of "transforming drivers" became the foundation for the brand's new positioning, "Must be the Mitsubishi" and launched with a campaign that included three 60-second spots blaming the Mitsubishi for out-of-the-ordinary behaviour.

If you drive like you're being tailed, if your nine-year-old child is suddenly interested in a car with a 10-year warranty, and if your neighbour's invisibility suit has been upstaged by the brand's new Outlander because it's more technologically advanced – it "Must be the Mitsubishi."

The commercials caused a cyber stir, driving the brand's social media engagement score up 41%. What's more, in the first six months of 2013, sales were up 21% over the same period in 2012.