Mitsubishi Motors Celebrates 65 Years in Thailand, Unveils New Brand Direction “Enjoy the Ride” and Introduces “MITSURU,” Its New Brand Ambassador, Inviting Thais to Enjoy Every Journey

Mr. Ryoichi Inaba, President and CEO of Mitsubishi Motors (Thailand) Co., Ltd., stated,
“On the occasion of our 65^th anniversary of operations in Thailand, we would like to express our sincere appreciation to our customers, business partners, dealer network, and all employees who have been part of our journey spanning more than six decades and have provided important support that has enabled us to continuously improve. Throughout this period, what Mitsubishi Motors takes pride in is not only delivering high-quality vehicles that meet every lifestyle need or providing excellent services, but also the confidence and trust we have received from
our customers, as well as our contribution to creating employment opportunities and driving Thailand’s automotive industry and economy.

The trust and support from all sectors are key driving forces that enable us to step into a new chapter of the brand under the concept of ‘Enjoy The Ride.’ We believe that the role of automobiles today has evolved alongside people’s lives. They are no longer simply a means of transportation but have become a part of people’s lives in every important moment, whether for work, spending time with family, or going out to create new memories. With this, we aim to become more than just an automaker, but a brand that helps people live life to the fullest through vehicles that combine the brand’s strength in Japanese engineering with a deep understanding of diverse road conditions and user needs. We strive to deliver mobility experiences filled with confidence, happiness, and meaning. Meanwhile, ‘MITSURU,’ the new brand ambassador, serves as
a representative to convey the spirit of fun, vibrancy, and inspiration, inviting everyone to discover the meaning behind every journey and enjoy life in their own way.”

Since 1961, Mitsubishi Motors has stood alongside Thailand as a Japanese automotive brand that has been recognized and trusted by Thai customers for decades. With customer-centricity at
the heart of its operations, guided by the philosophy of “KOE” (声) — listening to the voice
of the customer, and “KANDO” (感動) — creating memorable impressions at every touchpoint across all services and products, it serves as an important foundation behind Mitsubishi Motors’ continuous growth over the past 65 years. Today, the company stands as one of Thailand’s leading automobile manufacturers and a global production base for Mitsubishi Motors, with cumulative vehicle production exceeding 7 million units and more than 5 million vehicles produced by
Thai people exported to over 120 countries worldwide.

With the vision of being a brand that helps fulfill every dimension of people’s lives, Mitsubishi Motors Thailand has been committed to developing high-quality vehicles that deliver strength, durability, safety, and confidence to support diverse lifestyles and journeys, under the product design concept of “Expert in Any Road Condition.” By combining Japanese engineering expertise with a deep understanding of the behaviors and needs of Thai users through close collaboration between
the research and development teams in Japan and Thailand. This is exemplified by the MITSUBISHI XFORCE HEV, which underwent more than 100,000 kilometers of testing across all road conditions in Thailand to ensure the vehicle is optimally tuned for real-world driving.

This expertise has been proven through the Asia Cross Country Rally (AXCR), which serves as
the testing ground for vehicle performance and the ability to tackle challenging terrain. Technical insights gained from this motorsport competition are applied to the development of production vehicles. In addition, the accumulated knowledge from vehicle development and motorsport has been applied to the development of advanced technologies, including Mitsubishi Motors’ signature Super Select 4WD-II four-wheel drive system, which delivers superior confidence and control in all road conditions, as well as the MITSUBISHI e:MOTION concept for hybrid vehicles, which integrates the full hybrid system, 7 Drive Mode, and Active Yaw Control (AYC) to enhance the driving experience with greater enjoyment, safety, and comfort.

Beyond its products, Mitsubishi Motors Thailand also places great importance on delivering
the best possible experience to its customers by caring for them with attentiveness, sincerity, and meticulous attention to detail in the Japanese spirit of service, or Omotenashi (おもてなし), through its nationwide network of more than 180 dealerships, providing peace of mind throughout every stage of vehicle ownership.

Mitsubishi Motors Thailand will continue to build on its expertise in driving performance and technologies, with a strong commitment to developing products, services, and experiences through the introduction of new vehicles, technologies, and innovations that help elevate and enrich lives. This includes the “All-New Mitsubishi Pajero,” scheduled to make its world premiere in the third quarter of this year, continuing the spirit of adventure while delivering travel experiences filled with confidence, empowering everyone to live life to the fullest through “Enjoy The Ride.”