“Prior to this program launching, we were really only focused on what I would call the traditional elements of the Tier 3 program, which are leads and websites. So, it was pretty basic,” Kimberley Gardiner, chief marketing officer for Mitsubishi Motors North America, told Automotive News.
Gardiner took over as Mitsubishi’s CMO in January of last year after high-level marketing jobs at Kia Motors America and Toyota Motor Sales USA. She rolled out the initial Small Batch campaign for the brand nationally in June, starting with digital ads before expanding to video and broadcast. That same challenger spirit led to the development of the MiDS program at the local level.
Retailers now have Mitsubishi-supported providers offering website management, digital chat, text, data mining, lead generation and other services that are tied together rather than spreading them out across multiple vendors, sometimes with little accountability.
“We really wanted to help our dealers take their digital…
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